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All Research

Skift Research products provide deep analysis, data and expert opinion on the companies and trends now shaping the future of travel.

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Digital Marketing
Online Travel
Travel Tech

Amazon likely has a role to play in the future of travel distribution, marketing, or devices — if not all three. Travel leaders need to prepare today, or risk being caught flat-footed tomorrow.


Digital Marketing
Millennials
Mobile
Online Travel

Chinese outbound travel continues to boom and shows high potential for future growth. Travel brands and destinations need to understand the evolving behaviors and preferences of Chinese travelers in order to most effectively appeal to this market.


Business Travel
Digital Marketing
Hospitality
Millennials
Mobile

For all the growth and enhancements we have seen in hotel loyalty programs over the past few years, differing opinions among consumers and hotel owners with regards to the overall value and success of programs remain. Clearly, the road to fostering real consumer loyalty will be a challenging one. Hotel companies should ultimately focus on driving satisfaction and providing the best service so consumers choose their brand over others and recommend it to friends and family.


Destinations
Hospitality
Millennials
Online Travel

The relative spending power of affluent Americans makes them an attractive and strategic group for travel brands to target. The results of our second annual U.S. Affluent Traveler Survey help us understand key trends when it comes to their travel preferences, attitudes, and behaviors. Segmenting further by other characteristics allows us to create a more refined consumer portrait of such a lucrative, complex, and diverse group.


Hospitality
Start-ups
Travel Tech

There is a tech arms race underway in the vacation rental market. As this space enters a new phase of growth and scale, the need for tech solutions is real, but not every company will succeed. Understand the vacation rental tech stack, its major players, and our outlook on where it’s all headed in this Analyst Session.


At the end of the day, it’s all about hospitality, but the vacation rental industry faces unique challenges in delivering on that promise. Technology will be key to providing an elevated guest experience across this fragmented market.


Hotel owners have their hands full with choosing the appropriate operating model, ensuring their properties are being run efficiently and effectively, and remaining innovative and thoughtful. Doing all of this in an increasingly complex environment can be challenging. Some will need the major brand chains' help, some won't.


Destinations
Online Travel

Optimizing a fragmented and traditionally offline model is obviously going to take time. However, we expect key players in the tours and activities space to increasingly try new strategies not only to increase scale, access to distribution, and consumer reach, but also to enhance in-destination experiences for travelers and locals alike.


The hospitality industry is evolving rapidly, with brands shifting to asset light and consolidating, soft brands and non-branded operators growing steadily, and the distribution landscape becoming increasingly competitive. Nevertheless, hotel owners stand to gain if they focus on acquiring and developing the right real estate, choosing the appropriate franchisors, managers, and partners, running their properties efficiently and effectively, remaining innovative and thoughtful, and maintaining that ever-needed hospitality factor.


This was a record year of funding for travel startups. It's exciting for travel to be in the spotlight, but it also means that founders and their VC backers see a field full of market openings, oftentimes at the expense of established incumbents. Travel leaders need to keep tabs on what is driving the latest opportunities.


Destinations
Digital Marketing
Digital Media
Mobile
Social Media

WeChat, China’s most popular app, has infiltrated the daily lives of its nearly one billion monthly active users. The popularity and penetration of the app in the country makes it an attractive platform for global travel brands looking to unlock the China market. Without a thoughtful WeChat strategy, however, this is easier said than done.


A record amount of venture capital was invested in travel startups in 2017 driven by unicorns, like Airbnb, emerging technologies, expansion outside of core geographies, and traction in new verticals. The industry is no stranger to disruption, but we may be seeing some of the greatest changes of the last two decades, and we expect this momentum to continue into 2018.