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.

Consumer Habits

The Rise of the Silent Traveler: Reaching Out to the Mobile-First Travel Consumer

The silent traveler turns to their mobile devices, instead of in-person interaction, for highly personalized responses to in-trip challenges. In this report, we examine the changes that these customers are creating across industry verticals — and we look at the important opportunities they now present to travel brands that can adapt to their dynamic and evolving expectations.
James O'Brien |
Airlines

The Rapid Ascent of In-Flight Entertainment


In-flight entertainment is a hotly contested sector of the cabin interiors and inflight services sectors. Over the past twenty years it has evolved into from a one-size-fits-all entertainment platform to a highly customized and personalized multimedia entertainment experience, and it’s only just getting started. The evolution of the theatre in the skies is a trend to watch closely in years to come.
Marisa Garcia |
Marketing and Media

Evolving Strategies in Travel Ad Tech and Bookings

As media buying and delivery technology expands in every industry, travel marketers are competing to identify, reach, and convert consumers in an increasingly complex display-ad environment. Their strategies to do so are evolving, as technology provides newly dynamic and newly granular tools across a spectrum of devices and platforms.
James O'Brien |
Destinations

The Rise of Location Data in Travel

Location data represents an entirely new layer of digital information that travel marketers can utilize to understand potential customers and engage travelers with compelling stories about destinations. The opportunity to use location data is particularly compelling for tourism organizations, which have traditionally served as an intermediary between travelers and local businesses.
Jeremy Kressmann |
Consumer Habits

The Rise of the Millennial Traveler

With Millennials expected to soon surpass Boomers in overall travel spending, hotels, booking sites and destination marketing organizations (DMOs) are retooling their product, branding, business models and communication methods. Here’s what they should prepare for.
Greg Oates |