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Research Reports

20 new reports every year and 105+ 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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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.


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.


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.


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.


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.