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This chartbook offers a snapshot of the evolving online travel landscape, with an analysis of the top 10 largest publicly traded online travel agencies.

Despite heightened economic uncertainty and shifting consumer sentiment, the global travel industry showed resilience through the first half of 2025. The Skift Travel Health Index recorded 3% year-on-year growth in global travel performance as of June 2025.

Americans are back on the road — guided by experiences, wooed by AI, wary of hidden fees, and booking wherever the value clicks.

The future of travel is unfolding now; you just need the right data and insights to see it. The State of Travel report is your essential guide to understanding the trends shaping our industry and staying ahead of the modern traveler as a company, association, or destination.

The global airline sector is in a growth phase, projected to reach $949 billion by 2026, driven by strong leisure demand and the significant rebound of business travel.

As growth slows, hotels are embracing experience, innovation, and agility to navigate a cautious, yet resilient, travel landscape in 2025

In May 2025, Skift Travel Health Index, at 102, indicates a period of balanced growth in the global travel industry. While the hotel sector faces challenges and revised forecasts, the strong performance of vacation rentals and steady growth in other segments paint an optimistic picture for global travel.

Asia’s travelers are mobile-first, OTA-driven, and value-conscious—yet increasingly open to premium, branded, and sustainable travel.

As major financial powerhouses and robust passenger engagement engines, airline loyalty programs are leveraging technology for hyper-personalisation, with a strong focus on engaging less frequent flyers.

While Asia-Pacific, Latin America, the Middle East, and Africa showed growth and Europe remained stable, North America witnessed a 5% slowdown, mainly due to the “Trump Effect” bringing policy changes, travel bans, and tariffs, leading to shifts in travel sentiment.

You have to be at least a little obsessed with Google if you want to understand how the business of travel gets done. New data shows that AI has become dramatically more prevalent in travel search over the last six months, with significant downstream implications for travel brands.

In the post-pandemic environment, volatility returns: not from viruses, but from economic headwinds and disruption of the current distribution landscape. In 2025, the winners will be those who adapt quickly to a more fragmented, tech-driven landscape.