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The 2026 FIFA World Cup is turning entire destinations into activation platforms for sponsors, communities, and events. The lessons may outlast the tournament.

The island nation draws 1.2 million tourists a year — predominantly from Europe, and predominantly on all-inclusive packages. A World Cup run won't change that overnight, but it may bring awareness to Americans who struggle to place the island nation on a map.

Marriott outspent every hotel brand on national TV, yet Airbnb's World Cup ads have out-reached Marriott's so far. Marketers should note that focus, rather than budget, wins marquee experiences.

Whether or not travelers trust AI would almost be irrelevant to OTAs if the LLMs don't trust them enough to surface their inventory for discovery. The contest is on behind-the-scenes battle to become the LLMs' OTA fave.

With other investors sitting on the sidelines, Noble is buying hotels from REITs and overleveraged owners at a discount — and betting that extended-stay demand will outlast the current rate headwinds.

The UAE is running two recovery tracks at once — emergency incentives to plug a war-driven demand hole and multibillion-dollar infrastructure bets. The gap between those timelines is the story.

The revised system adds undercover inspections and steeper penalties for hotels that overcharge guests. Plus, more hotel deal and development news from APAC.

The CEO signs off on incentive travel. But it’s the CFO who signs the check.

India's business travel boom gives Booking.com a rare chance to grow two businesses at once — corporate bookings today and leisure loyalty tomorrow.

Hyatt plans its first Regency-branded hotel in Tucson as Fairmont renovates 20% of its global portfolio. Plus, more hotel deal and development news.

Explore top insights from Skift Data + AI Summit 2026 on AI strategy, agents, search, personalization and what it takes to scale AI in travel.

With a shoppable IShowSpeed video, Expedia is trying to convert creator hype into transactions.