Destinations

The competition for travelers' attention has never been more intense. Tourism boards and destination marketers are evolving their strategies to engage visitors, shape experiences, and drive demand in a rapidly shifting landscape.

Skift Research delivers deep analysis on tourism trends, competitive positioning, and traveler intent, helping destinations stay ahead. We explore how marketing campaigns, digital engagement, and economic factors influence visitation patterns and traveler decision-making.

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From brand storytelling and sustainability efforts to emerging source markets and seasonality trends, our research equips industry leaders with the data and insights needed to attract the next generation of travelers.

Stay ahead of the curve with in-depth research on tourism demand, evolving consumer behavior, and the strategies shaping top destinations worldwide.

Destinations

Sustainability in Travel 2021: Quantifying Tourism Emissions for Destinations

Tourism is often assumed to be a ‘low Impact and non-consumptive development option,’ primarily because to date greenhouse gas emissions from tourism at a destination level are largely unaccounted for. Destinations have started taking sustainability seriously with growing media pressure and traveler awareness, but have a long way to go to make significant reductions in emissions long-term.

Varsha Arora | 5 years ago

Consumer Habits

EU Traveler Profile and Key Statistics: The Impact of COVID-19

The coronavirus has hit Europe hard, but the region will continue to receive accolades as the largest destination and largest source market for many years to come. Let's brush up on our understanding of European travelers, and see how COVID-19 has impacted their travel patterns.

Wouter Geerts | 5 years ago

Airlines

U.S. Travel Tracker December 2020: Further Slip

The dark winter for the U.S. travel industry continued in December. Travel rate dipped to 28%, only three percentage points higher than March. However, the promise of wider-spread vaccinations and a new President seems to give the Americans confidence to travel again in 2021.

Haixia Wang | 5 years ago

Airlines

U.S. Travel Tracker October 2020: Slow Climb Continues

In October, 37.8% of Americans traveled, marking the smallest monthly increase since reaching the low point in April. Will the changing course of the pandemic, with a new President and possible vaccine, give the U.S. travel industry a much-needed boost in the coming months?

Haixia Wang | 6 years ago

Airlines

U.S. Travel Tracker September 2020: Onset of Fall Travel

Labor Day weekend didn’t provide a much-needed boost for the U.S travel sector. In September, 37% of Americans traveled, barely one percentage point higher than in August. The path of travel recovery ahead might be even rockier with summer vacation officially behind us.

Haixia Wang | 6 years ago

Airlines

U.S. Travel Tracker July 2020: Summer Vacation Main Driver Despite New Case Surge

Despite rising new COVID cases, 35% of Americans traveled in July. But most are not taking their typical summer vacations.

Haixia Wang | 6 years ago

Consumer Habits

U.S. Travel Tracker May 2020: Early Signs of Recovery

The U.S. travel rate climbed to 24% in May, after dipping to 19% in April. However, a full travel recovery might take a very long time as more people start to realize COVID-19 is a longer-term battle.

Haixia Wang | 6 years ago

Business Travel

U.S. Travel Tracker April 2020: Emerging Consumer Segments

When and how consumers will travel again might have a lot to do with how their lives are impacted by COVID-19. Our April travel tracker analysis delves into the details.

Haixia Wang | 6 years ago

Airlines

Travel Marketing During COVID-19

Nearly 90% of travel marketers have slashed their marketing budgets due to COVID-19. With restrained resources and changing mandates, how can travel CMOs and their teams navigate through the crisis stronger? We delve into these crucial questions for answers.

Haixia Wang | 6 years ago

Business Travel

U.S. Travel Tracker March 2020: Travel Sentiment Amid Lockdown

With travel restrictions in place, the U.S. travel rate in March dropped to 25% from 41% in February. What’s changed is also people’s outlook of travel on the other side of the pandemic.

Haixia Wang | 6 years ago

Consumer Habits

U.S. Travel Tracker January and February 2020: Onset of COVID-19 Impact

We are keeping track of if and how the U.S. population is traveling month by month and hope to detect signs of a rebound in the not too distant future.

Haixia Wang | 6 years ago

Consumer Habits

Millennial Parents: The New Generation of Family Travel

Families headed by Millennial parents are taking an ever larger share of the family travel market. To win them over, the industry needs to know what sets them apart from their generational peers.

Meghan Carty | 6 years ago