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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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Destinations
Distribution
Hospitality
Online Travel
Travel Tech

As the Chinese economy has grown and opened up to the West, both domestic leisure and outbound travel have ramped significantly. At the same time, the country is still in the early stages of moving bookings from offline to online. A growing travel market and increased adoption of online bookings is a potent recipe for growth at Ctrip and the industry as a whole.


Distribution
Hospitality
Online Travel
Travel Tech

The leather wallet is facing increasing competition from digital alternatives. In this report we explore the types of innovations shifting the payments ecosystem and identify how early adopters have been able to leverage new payment systems to drastically cut operating costs while giving consumers a better payment experience.


Destination marketing is a changing landscape. Technological innovations and emerging trends in content marketing and data analytics are paving the way for numerous exciting opportunities for those working in the destination marketing space. Programmatic advertising is making automation and targeting easier, and a number of key players in the travel tech space have released solutions specifically designed for use by DMOs and convention visitors bureaus (CVBs). Facebook’s dynamic ads are yielding good returns and some DMOs are implementing video (and, in some cases, virtual reality) marketing strategies, refining how they work with influencers and exploring opportunities for partnerships with online travel agencies (OTAs).


Distribution
Hospitality
Online Travel
Travel Tech

TripAdvisor's bold platform-driven approach to online travel tells us a lot about where the market is headed.


For today's hospitality brands, loyalty programs are as much about repeat customers as they are about controlling distribution costs. Often times that means strategy at the property level, rather then at the brand level.


Distribution
Hospitality
Online Travel

This report analyzes the state of hotel distribution with a focus on direct booking. Rather than taking the view that it’s a booking war, we believe the landscape is far more nuanced where hotels need to take a holistic approach with their distribution channels. Readers will gain insight from our interviews with over 20 executives across the hotel and online travel ecosystem along with the results from our survey of 370 hotels around the world, which was powered by Skift and Trivago.


This downloadable Skift Data Sheet (Excel file) features results from Skift's 2017 Digital Destinations Survey which collected 300 responses from destination marketing organizations worldwide. In this data sheet we present the most insightful data, comparing the differences between U.S. to non U.S. DMOs, as well as local DMOs to national ones.


Destinations
Digital Marketing
Hospitality
Social Media

This report looks deep into the current state of destination marketing, with a particular focus on current and developing content marketing, digital advertising and data analytics strategies. Skift Research Annual Subscribers also gain access to our 2017 Digital Destinations Survey full results. We collected over 300 responses from destination marketing organizations worldwide to assess budget, spend on marketing, reported return on investment on advertising platforms, and other metrics. The data sheet is a downloadable Excel file a full breakout of results from this 35 question survey (Annual Subscribers only).


This downloadable Skift Data Sheet (Excel file) features travel tech funding rounds in Europe ranging from 2010 to 2016. The data includes publicly announced rounds including angel, seed, and series. Our data sheets are fully editable and charts can be filtered to one’s preference. Base data included for each funding round include: city, country, total amount in USD and year of funding. The sheet also includes a list of the 100 most funded travel startups in Europe founded after 2000. The total funding data column in the top 100 tab includes all types of funding the company has received, including loans, government grants, etc.


Europe has traditionally been a very active player in travel. Yet lack of funding, market fragmentation and other factors have held it back from producing global corporations. Nevertheless, Europe is finally warming up to the American-style, risk big and risk early venture investment culture that has given birth to so many tech megabrands out of Silicon Valley.


Digital Marketing
Digital Media
Social Media

Content marketing has evolved from a novelty into the mainstream of the travel industry. Not only are more travel marketers creating content as part of their broader advertising strategies, they’re also spending more to produce it. But as more travel brands ramp up content marketing initiatives, there are challenges, including how to measure the ROI of such programs, dealing with influencers, and determining how to create content in a cost-efficient manner. Which content strategies are gaining traction with travel brands in 2017 as they look to evolve their efforts in the year to come?


Skift’s 2016 Experiential Traveler Survey collected 1,375 responses from U.S. travelers, who took at least two trips per year, and had a combined annual household income of at least $50,000. Throughout the survey we queried respondents about their travel preferences, their motivations for travel, and their expectations while traveling. We asked about mobile and digital habits, and whether or not they were willing to share their data to receive a more personalized experience. Lightspeed Inc. served as our consumer panel provider for this project.