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Research Reports

20 new reports every year and 120 reports in our library

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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Travel Tech

Amazon's influence over travelers is likely to grow. Perhaps it will be a direct competitor, or maybe an advertising partner. In either case, travel companies need to pay careful attention. Our limited edition e-book evaluates lessons, threats, and opportunities that Amazon presents for the travel industry.


Creating customer loyalty can be a challenge for brands in the travel industry, and this is especially true for destinations. The results of our U.S. Repeat Visitation Survey help decode visitors who choose to return to destinations.


After selling a majority stake in its owned and leased hotel business, AccorHotels is now a lean, mean, acquisition machine. We break down what going asset-light means for AccorHotels and offer ways to measure the success of its M&A strategy, as the company continues on its journey to becoming an all-in-one travel experience platform.


The travel industry, no stranger to disruption, is experiencing a new wave of venture-backed startups. These businesses are generally larger than ever before and focused on bringing new customers and products into the digital travel fold. We expect this momentum to continue and for it have an impact on executives, founders, and investors throughout the sector.


Aviation
Distribution
Online Travel
Travel Tech

The airline distribution ecosystem often gets unfairly labeled as being populated by dinosaurs. Our sense is that industry players are making genuine attempts to modernize, it’s just that it takes a long time to turn around such a titanic ship. We break down this complex and, at times, intimidating topic by reviewing the current landscape and inspecting four key fault lines in the space.


Along with marketers’ heavy investment in digital, the quality of digital advertising continues to improve with more advanced targeting and measurement capabilities. Optimized marketing success requires the right media mix and the right types of technology.


Distribution
Hospitality
Online Travel
Travel Tech

Airbnb continues to revolutionize the accommodation bookings industry while disrupting other sectors like tours and activities, restaurant reservations, and more. As the company heads towards a potential IPO, we tackle some of the key hurdles in its way including increasing regulation, impacts to housing markets, and its evolving role in both hospitality and distribution.


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.