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Research Reports

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Skift Research Reports are twice-monthly reports written by Skift’s world-class travel industry research team. Get the deep actionable insights into the trends and companies now defining the future of travel.

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Emerging markets will shape the future of the travel industry but each region requires a unique strategy. MakeMyTrip and Despegar, online travel leaders in India and Latin America, provide unique insights into how to succeed their respective home markets.


Aviation
Business Travel
Destinations
Digital Media
Millennials
Online Travel

The India outbound travel market is poised to boom in a matter of years. The global travel industry needs to make itself aware of this market and why it matters now, so they’re not scrambling to catch up later.


Two years have passed since Marriott’s acquisition of Starwood, but the integration efforts continue on. The success of the Sheraton brand turnaround and the merging of the loyalty programs is critically important and could mean millions of incremental fee revenue for the combined company.


Distribution
Online Travel
Travel Tech

Many online travel agencies are no longer specialists in one product, instead aiming to become one-stop shops. The platform that a booking site can offer is a key part of its competitive moat and the contours of supply at Booking Holding and Expedia vary widely from each other.


The majority of first travel searches worldwide have no mention of a brand or destination, putting publishers of digital destination information in a uniquely influential position. Today, travelers have an overwhelming number of options, and publishers are challenged to differentiate themselves.


Aviation
Destinations
Hospitality
Mobile
Online Travel
Social Media
Travel Tech

Mobile has become a key component of the in-destination experience for U.S. travelers today. From finding things to do, to spontaneous bookings, mobile apps and websites have a role to play at each part of the in-destination journey. Travel brands that can find a meaningful place in this mobile journey have a lot to gain.


Digital Marketing
Hospitality
Mobile
Social Media
Travel Tech

In today’s environment, hoteliers can no longer sit idly by, complacent with the tech systems and hardware that they have been using for decades. Those that focus on tech in terms of the overall customer journey will not only delight guests, but also outpace competitors in sales and ROI.


Online travel agencies remain essential to the travel industry as consolidators of and clearinghouses for advertising dollars throughout the space. We do not see OTAs being removed from this position easily, but challenges are growing by the day.


Destinations
Digital Marketing
Mobile

As travelers’ desires change and concerns about the impacts of tourism grow, the role of destination marketing organizations is also evolving. Today, DMOs have more to think about than just marketing.


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.