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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

Marketing Operations in the Travel Industry Benchmarks: Tours and Activities

As travel CMOs and their teams take on more responsibilities, a well-designed and articulated operations plan is crucial for delivering marketing success. Use this series of Skift Research reports to see how you stack up against other companies in your sector in key operational areas and set up strategies to optimize.
Haixia Wang | 6 years ago
Destinations

Marketing Operations in the Travel Industry Benchmarks: Destinations

As travel CMOs and their teams take on more responsibilities, a well-designed and articulated operations plan is crucial for delivering marketing success. Use this series of Skift Research reports to see how you stack up against other companies in your sector in key operational areas and set up strategies to optimize.
Haixia Wang | 6 years ago
Airlines

Skift Global Travel Economy Outlook 2019

As we wrap up 2018, our latest Skift Research report dives into what went well this year and what we can expect heading into 2019. Looking ahead, we expect another strong year of economic growth, with a few different puts and takes, which should translate well for the travel industry.
Rebecca Stone and Seth Borko | 6 years ago
Destinations

U.S. Repeat Visitation Survey 2018

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.
Meghan Carty | 6 years ago
Airlines

Digital Advertising Trends in Travel 2018

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.
Haixia Wang | 6 years ago
Airlines

The State of India Outbound Travel 2018

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.
Meghan Carty | 7 years ago
Airlines

U.S. Traveler In-Destination Mobile Usage Survey 2018

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.
Meghan Carty | 7 years ago
Destinations

Destination Marketing Trends 2018

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.
Margot Bigg | 7 years ago