How American, Delta, and United Are Prepping for 2025's Super Bowl Surge
Airlines are ramping up schedules for this weekend’s Super Bowl LIX in New Orleans, and a few of them are having a bit of fun doing so.
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Airlines
JetBlue Targets High-Spending Flyers as Industry Competition for Premium Travelers Heats Up
As airlines race to expand premium offerings, this move is a key part of JetBlue’s strategy to enhance loyalty and drive profitability.
EU Policymakers Raise Concerns Over Slow Sustainable Aviation Fuel Production
The EU has big goals for sustainable aviation fuel, but big goals alone won’t solve the problem. Without major investment to produce more SAF and make it cheaper, these targets may end up being more talk than action.
Business Travel
British Airways Boosts Loyalty Messaging to 'Reassure' Customers
After a turbulent few weeks, British Airways is attempting to regain control of the narrative. Improved customer messaging and additional status sweeteners should go some way to help.
Lufthansa-ITA Merger Milestones: What’s Changing and When?
Lufthansa Group technically remains a minority shareholder in Italy’s national carrier, but it’s already leveraging the benefits of its newly minted 41% stake.
TravelPerk Raises $200 Million for Business Travel Tech
TravelPerk's $200 million deal likely is a preview of what to expect in 2025. There were multiple large raises in 2024 — including hundreds of millions of dollars for business travel platforms — and the signs point to that continuing.
Coronavirus
The Travel Industry's Immense Potential for Growth
Despite the pandemic’s unprecedented challenges, the travel industry’s recovery is proving to be remarkable.
The Travel Industry Surpasses 2019
Today's edition of Skift's daily podcast looks closer at the recovery of the travel industry that have allowed it to surpass spring 2019 benchmarks.
Travel Makes a Complete Recovery
Today's edition of Skift's daily podcast looks closer at travel's coronavirus recovery, Airbnb's optimism, and Hilton's extended-stay moves.
Cruises
Royal Caribbean to Add River Cruises Under Celebrity Brand in 2027
Bookings are already off to a record start in 2025 for Royal Caribbean, and the company is now set to expand its offerings further by breaking into river cruises, the CEO told Skift.
Luxury Cruise Group Ponant Acquires Aqua Expeditions
In an era of overtourism, the model of intimate, carefully orchestrated exploration feels especially set up for growth.
Carnival Heads Into 2025 With Record Bookings at Higher Prices
Carnival Corp. CEO Josh Weinstein is practically throwing confetti from the upper deck about 2025's prospects. For now, all the numbers and forecasts seem to support his optimism.
Experiences
How Travel Brands Can Seize the ‘Q5’ Opportunity on TikTok
Driven by increased spending on experiences and the digital habits of younger audiences, TikTok has emerged as a key platform for inspiring and shaping travel decisions. Leveraging the platform’s reach early in the year presents a unique opportunity for travel brands to connect with eager travelers.
The Long Tail of Luxury Travel Rewards
Loyalty programs used to feel cookie-cutter — you had points, but your options were limited to a standard king-size suite or a business-class seat. Today, points let you dream bigger (and more luxe), whether it’s a secluded wellness retreat, a private cultural tour, or a completely custom vacation rental.
The Travel Industry Moments We're Still Thinking About From 2024
From the trends that blindsided us to the cultural shifts we didn’t see coming — these are the travel moments (business or otherwise) that stayed with Skift staffers long after the suitcase was unpacked.
Food and Drink
How Tourism Homogenizes Cuisines and What Are Possible Solutions
There is a lot that can be done, both from an awareness and, even more importantly, from a policy perspective. Most of it requires changes that the travelers of today, seeking more authentic experiences, would welcome.
Magic Mushrooms in the Minibar
Some will always love a luxury spa. But psychedelics (think psilocybin soundbaths and mushrooms) are the phase in high-end wellness.
24x7 Food at Delhi's Aerocity - India Report
Delhi Aerocity, with a heavy presence of branded hotels, is a convenient hub for business and leisure travelers alike.
Ground Transport
3 Ways Ground Transportation Can Benefit From AI
Ground transportation stands to gain significantly from AI adoption as a means to free itself from legacy tech constraints. AI enhances efficiency by optimizing routes, managing fleets, and reducing fuel consumption, while also boosting customer satisfaction.
AI-Powered Revenue Management Transforms Ground Transportation
The integration of AI-powered revenue management by ground transportation operators is transforming the industry, introducing dynamic pricing and demand forecasting. Traditionally reliant on static pricing, the bus industry is now embracing more granular control over pricing strategies, allowing operators to adjust fares based on specific departure days and demand fluctuations.
Amtrak Posts Record Ridership – Can it Double by 2040?
Amtrak runs some very long routes, like the California Zephyr, but most people don't actually use them to go across the country. Instead, they use them for shorter trips, like visiting their aunt in the next state over. Amtrak is planning its growth around this.
Hotels
IHG CEO Targets Indie Hotels in Tech-Driven Expansion — Exclusive Interview
IHG CEO Elie Maalouf sees rich potential in many fragmented hotel markets, such as Europe and Japan, where independent hoteliers face mounting pressures from digital transformation.
How Ananda Went From a Foreigners’ Wellness Retreat to a 50% Indian Clientele
Indians love a good bargain. However, with wellness taking center stage, many are now happily loosening their purse strings in exchange for a little R&R.
We Now Know What Hilton Paid for NoMad Hotels: Just $56 Million
Hilton has revealed it paid $56 million to acquire a controlling stake in NoMad Hotels, a smaller sum than recent comparable acquisitions in the luxury hotel sector. Now it plans to scale the brand to 30 to 50 hotels.
Luxury
Barry Sternlicht Brings Back Starwood Brand – Full Timeline
Barry Sternlicht's first attempt at building a hotel empire worked out pretty well: He started Starwood in 1991 with $20 million, and eventually sold a 1,300-property empire to Marriott for about $13 billion. Will the sequel be as good?
Belmond Hotel Group's Anti-TikTok, Slow TV Marketing Push
Belmond believes that true luxury will become having the luxury of time.
Kerzner CEO Explains How to Scale New Brands While Keeping One&Only and Atlantis Exclusive
There's a funny thing about ultra-luxury: You want to grow because growth economies of scale are real. But also, if you grow too much, you're not exclusive anymore. Kerzner aims to thread that needle.
Media and PR
Social Media Agency Launches Gamified Travel Marketing in Singapore Test
Gone are the days of old-school pitch meetings with traditional agencies — tourism marketing has entered the age of storytelling, captivating content, and instant booking options.
Keegan-Michael Key Is Choice Hotels' Ad Spokesperson
Choice Hotels really wants you to use your paid vacation days.
The Slow Fade: Why Consumer Travel Media Is Obsolete
As someone who has devoted all of my life to media, it pains me to say this: consumer travel media, in its current incarnation, is dead. The world has changed, and it’s time for us to move on.
Meetings
How Fontainebleau Las Vegas Is Unlocking New Possibilities for Meetings and Events
From world-class dining and versatile meeting spaces to high-touch service standards and one-of-a-kind offerings, Fontainebleau Las Vegas offers everything planners need to craft exceptional events.
Rajasthan Focuses on Weddings, Conferences to Boost Tourism - India Report
Rajasthan, a premier wedding destination in India, has much to offer including wildlife, museums, temples, and lakes. While the state is seeking to promote its various offerings, it does not want to lose out on the significant revenue from weddings and business meetings.
Behind Fontainebleau Las Vegas’ Vision to Transform Luxury Meetings: Watch Video
Today’s meeting planners face unique challenges driven by evolving attendee expectations, technological advancements, and the ongoing need for flexibility. This video explores how Fontainebleau Las Vegas is redefining luxury meetings to meet these challenges.
Online Travel
Booking.com Goes Back to the Super Bowl
Let the Super Bowl ad games begin.
Expedia Is Open to AI Partnerships and M&A
Expedia has its hands full getting Hotels.com and Vrbo back on track, and the antitrust environment may not be optimal for acquisitions these days. But if the company comes across a hard-to-resist M&A opportunity, never say never.
Tripadvisor Reshuffles Leadership, Chief Technology Officer Is Leaving: Scoop
Tripadvisor is taking a new look at the businesses in its portfolio, and that has apparently prompted a bunch of executive changes.
Podcasts
Expedia's Strong Quarter, Hilton's Optimism and Sustainability’s Price
On today’s podcast we discuss upbeat earnings reports from both Expedia and Hilton, as well as why one online travel CEO doesn’t think consumers will pay for greener trips.
NYC Short-Term Rentals, Disney Parks Growth and British Airways Loyalty
On today’s podcast we discuss the current state of short-term rentals in New York, Disney’s bet on growing tourism, and British Airway’s loyalty concessions.
Marriott's Strategy, TripAdvisor’s Layoffs and Airlines’ EU Plea
On today’s podcast, we preview an exclusive interview with Marriott’s CEO, give insight into Tripadvisor layoffs, and explain why European airlines need help from the EU.
Short-Term Rentals
NYC Enforcement Boss on Short-Term Rental Law: 'It's Working' - Exclusive
The short-term rental market in New York City in 2025 is largely unrecognizable when measured against the short-term rental scene in 2023. Whether that's a good or a bad thing depends on your perspective.
Hedge Fund’s Bid For Vacasa Is Higher Than Casago’s
Should Vacasa opt for a superior bid from a hedge fund at the risk of seeing the company getting dismantled? Or should Vacasa stick with a strategic buyer? Meanwhile, other bids could potentially come in.
CEO of UK Property Manager Awaze to Leave the Company
Kjellberg's departure from Awaze occurs as vacation rental consolidation is on the agenda in Europe.
Skift Originals
Marriott Bonvoy's New AI Search Tool: 4 Tests Show How It Works — and Doesn't
Marriott Bonvoy's new AI tool probably isn’t sharp enough yet to be reliable. But as one of the first tools like it by a major hotel brand, it offers an early glimpse at how lodging search could look in the future.
Don't Create Company Culture: Lessons on Meaning of Work
Culture stems from the meaningful work we do, and each of us seeing the tangible in-situ effects of that work for the people for whom we create everything.
Celebrating 10 Years of Skift Deep Dives
Our Deep Dive stories are the cornerstone of Skift's journalism. Meticulous reporting. Smart analysis. Great writing. All packaged and designed in ways to keep you glued to the story. Here's a few of our favorites over the past 10 years.
Startups
Corporate Travel, Flying Taxis: Startups Raise $300 Million Over Three Weeks
Travel startups have raised about $400 million so far this year. By this time in 2024, travel startups had raised more than twice that.
Flying Taxis and Loyalty Tech: 6 Travel Startups Raise $100 Million
It's a slow start to the year, but travel startup funding is sure to pick up.
Travel Startups Shattered Funding Records in 2024. We Tracked Billions in Deals
There were several fundraises in 2024 that topped anything the travel industry has seen in years. Travel startups raised billions more than in 2023 despite the number of deals being roughly the same.
Tour Operators
Intrepid Travel Acquires Dutch Tour Operator, Its Biggest Acquisition Yet: Exclusive
Intrepid has embarked on a complex task of integrating a Dutch language brand. If it works in the Netherlands, that doesn't mean it would work in France. But the opportunity is huge.
Listings Were Never the Answer
We may be at an inflection point where the very nature of how we discover and book travel is being fundamentally reimagined – and listings are increasingly not the best answer.
TUI Pushes Premium Rates for Tours and Plans Climate-Driven Shifts
TUI has emerged from the pandemic leaner and more focused under the steady hand of CEO Sebastian Ebel. But the company's pivot into becoming a digital-first, experience-led business remains tough to execute.
Tourism
America's National Parks May Face Summer Worker Shortage
The U.S. National Parks Service hasn't seen staffing increase in tandem with surging visitation at many locations. The Trump's Administration's rescinding of job offers to temporary workers, plus other actions, may compromise the ability of rangers to manage crowds this summer.
What Drove China’s Lunar New Year Tourism
This year’s Lunar New Year rush in China isn’t just about big cities — smaller, heritage-rich destinations and visa-free policies played a major role in trips over eight days.
Will Travelers Pay More for Green Trips? That's Not What Booking Holdings' CEO Is Seeing
Reducing emissions remains a critical issue in Europe's tourism strategy. It’s a steep challenge, but bringing everyone together to debate it can't be a bad idea.
Travel Agents
Booking Platform Mondee Files for Bankruptcy
The bankruptcy comes after Mondee was delisted in December.
Travelers Are Taking Longer to Plan Trips, Despite Faster Tools to Book Them
The trend toward increased research time reflects a more deliberate and empowered traveler who prioritizes control, trust, and value in their planning process.
How the Humble Package Holiday is Fueling EasyJet’s Record Profits
EasyJet’s success in integrating its core airline business with a high-margin holiday subsidiary isn't just a financial play; it’s a redefinition of how low-cost carriers can compete effectively.
Travel Technology
‘Feeding Frenzy’: The Year of M&A in Travel Tech
Tech systems need upgrades to handle unprecedented growth in travel, and private equity firms are deploying billions to take part. In 2025, expect more consolidation as well-funded late-stage startups buy up smaller players, reshaping the industry’s behind-the-scenes infrastructure.
How Data Quality Issues Impact Global Hospitality Operations
There are wide discrepancies in data quality for hotel transactions across global regions, with the largest occurring in Asia-Pacific. Because hotels and agencies need to harness data quality to thrive, they must take a more nuanced regional approach to monitoring potential issues.
AI Startup DeepSeek Has Silicon Valley Panicking. What It Could Mean for Travel
More AI companies surely is better for the travel industry, even if Silicon Valley isn't happy about it.
Venture Capital
Airline Tech M&A: The Quiet Evolution in Travel Tech Consolidation
In a market increasingly dominated by efficiency and integration, the long-overlooked airline tech sector might just become the travel industry’s next big story.
Archer Aviation Raises $430 Million for Flying Taxis: Startup Funding Roundup
Archer Aviation has raised $660 million this year alone, while competitor Lilium is going through bankruptcy proceedings after burning through $1 billion. It takes a lot of money to get new planes into the sky.
Small Players Backed by PE Thrive in Travel Tech’s M&A Surge
2025 is expected to be a banner year for travel tech M&A. Add-on acquisitions, particularly of companies with $5M-$50M ARR, are poised to set new records as platforms scale up and prepare for IPOs or acquisition by mega-cap firms.