Marketing and Media

Reaching the modern day traveler requires a mix of data-driven precision and compelling storytelling. From AI-powered personalization to social commerce and influencer-driven campaigns, the rules of travel marketing are constantly shifting.

Skift Research examines how brands build awareness, drive engagement, and convert travelers across digital and traditional channels. Our reports cover the rise of short-form video, shifts in ad spending, and the growing impact of first-party data strategies.

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How do brands cut through the noise in an oversaturated digital landscape? What’s the right balance between performance marketing and brand-building? We break down the latest media trends, consumer behavior insights, and the technologies reshaping travel marketing.

Stay ahead with expert research on emerging ad platforms, changing consumer expectations, and the future of travel brand engagement.

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 |
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 |
Marketing and Media

The State of Online Travel Media 2018

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.
Renuka Sastri |
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 |
Hospitality

The State of the Hotel Tech Stack 2018

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.
Rebecca Stone |