Skift Take

The travel industry faces several challenges entering the new year, and here's a list of the biggest ones it faces on its ongoing road to a full recovery.

Rashaad Jorden

The travel industry has made enormous progress in its rebound from the pandemic this year, but it still faces several hurdles in its quest to make a full recovery — such as Chinese outbound travel not yet hitting pre-Covid levels.

What are the biggest challenges the travel industry faces? We put that question to Ask Skift, our artificial intelligence chatbot. Ask Skift used information that appeared in our past news coverage and research and we also conducted further reporting on the subject.

Ask Skift said:

The biggest challenges in the travel industry, as of late 2023, include:

Maintaining the demand for luxury leisure: Luxury leisure has been a significant driver of industry performance, but these numbers are reverting to the norm in North America, meaning that the high rates garnered by luxury travel may be lost. There is concern that customer willingness to pay for these experiences may dry up.

The role of AI and hi