Skift Take
Join us as we count down the most popular Skift Research Reports of 2018.
The research team published a total of 24 new reports in 2018. Don’t worry if you haven’t had time to read them all, we have rounded up the fan favorites below. As a Skift Research subscriber you have access to all 24 reports as well as the full research library from previous years. The reports can also be purchased individually.
**Want access to all 10 of these reports, plus our complete research library? Subscribe today using code HAPPYNEWYEAR and take 15% off your annual subscription!**
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Let the countdown begin…
10. WeChat Marketing Strategies for Global Travel Brands 2018
In 10th place is “WeChat Marketing Strategies for Global Travel Brands 2018”, starting with an introduction to WeChat by laying out its different components and discussing its prominence in China. Then, drawing on insight from more than a dozen interviews with a variety of WeChat experts in travel, as well as WeChat data for travel brands, we present key strategic considerations and best practices for travel brands interested in using the platform.
9. Digital Advertising Trends in Travel 2018
In 9th place is the recently launched findings from our survey “Digital Advertising Trends in Travel 2018”, where we surveyed decision makers in travel, delivering key insights on marketing and media mix, budget allocation, channel effectiveness and other relevant trends.
8. A Deep Dive Into Operating & Branding Strategies for Hotel Owners
In 8th place is “A Deep Dive Into Operating & Branding Strategies for Hotel Owners” in which we examine implications for hotel owners when major brands increasingly shift to asset light, the growth potential for non-branded operators and soft brands and how independents can succeed when catering to experiential-minded consumers.
7. U.S. Affluent Traveler Trends 2018: Annual Survey on Travel Behavior
In 7th place is “U.S. Affluent Traveler Trends 2018: Annual Survey on Travel Behavior”, which reveals trends related to the travel behavior and preferences of this highly sought-after travel segment. Affluent Americans make up just 20% of the U.S. population, but they account for 51% of total travel expenditures, making them a highly lucrative group to target.
6. A Deep Dive Into Airbnb 2018: Tackling Roadblocks on the Runway
In 6th place is “A Deep Dive Into Airbnb 2018: Tackling Roadblocks on the Runway”, a comprehensive deep dive into Airbnb, including regulatory hurdles to its growth, its evolving role in hospitality and distribution and much more.
5. The State of the Hotel Tech Stack 2018
The 5th most popular report this year is “The State of the Hotel Tech Stack 2018”, which provides insights around challenges and opportunities of hospitality tech stack from the lens of customer journey.
4. Amazon: Lessons, Threats, and Opportunities for Travel
In 4th place is “Amazon: Lessons, Threats, and Opportunities for Travel”, where we dive deep into the Amazon business model in the light of what lessons Amazon could teach the travel industry and what impact Amazon could have on the travel industry.
3. The State of Tours and Activities 2018
In 3rd place is “The State of Tours and Activities 2018”, where we take a deep dive into the current state of the tours and activities space. We highlight the online booking platforms and software providers, given their growing prominence in the otherwise fragmented space. We also look at emerging trends in the space.
2. The State of Online Travel Agencies 2018 Part I: Advertising
Coming in as the 2nd most popular report this year is “The State of Online Travel Agencies 2018 Part I: Advertising”. In this report, we survey the state of online travel agency (OTA) ad spending in North America and Europe, specifically Booking Holdings and Expedia. Their business model gets them into the list of the largest advertisers in the world.
1. The State of Online Travel Agencies 2018 Part II: Supply
The most popular Skift Report in 2018 is “The State of Online Travel Agencies 2018 Part II: Supply”, where we take a comprehensive look into the supply platforms of Expedia Group and Booking Holdings. Through country- and region-level analysis, we find that there remains room for both Expedia and Booking to grow accommodation supply geographically. We also examine the shift into new product verticals.
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