Experiences

Travel today is all about immersion. At Skift, we dive into how companies like Airbnb, Marriott, and Disney are redefining what it means to create memorable experiences for travelers.

Here, you’ll find stories about everything from Airbnb’s unique experiences and Viator’s handpicked activities to the latest in luxury travel that’s setting new standards.

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Virtual experiences are shaking things up, offering new ways to explore the world without leaving home. Whether it’s the cultural richness of Abu Dhabi or Disney’s latest attractions, we’re here to keep you informed on the trends that are driving the experiential travel landscape.

Check out the latest articles from Skift to stay in the loop on how the world of travel experiences is evolving.

Airlines

Generation Next: The Women Shaping Travel’s Future

These women leaders are the travel industry’s disruptors and innovators, and you can bet they’re on more than one shortlist for the next big thing.

Generation Next: The Women Shaping Travel’s Future

Experiences

Airbnb Restarts Experiences Sign-Ups After a Lengthy Pause

This time around, Airbnb wants to make its experience more affordable and more unique to Airbnb. It also wants to merchandise them differently than last time around.

Airbnb Restarts Experiences Sign-Ups After a Lengthy Pause

Experiences

The Shift in Luxury Travel Experiences

Luxury travel is evolving beyond traditional splurges with adventure and experiences driving the trend.

The Shift in Luxury Travel Experiences

Experiences

Viator Reveals Most Popular Travel Experiences

Travelers are flocking to activities that make them learn, interact with locals, or preferably both. It's as if people are treating vacations like a semester abroad, minus the college credits.

Viator Reveals Most Popular Travel Experiences

Experiences

5 Key Trends in Travel Experiences

Spending on tours and activities may hit $300 billion by 2025. Expect to see more consolidation pressures, growth in demographic targeting, adoption of AI, and attempts to react to climate change.

5 Key Trends in Travel Experiences

Experiences

Skift Power Rankings: James Thornton

Intrepid under Thornton has become a leader in the world of responsible travel, championing community projects and expeditions designed specifically for women.

Skift Power Rankings: James Thornton

Experiences

Skift Power Rankings: Sebastian Ebel

Ebel runs Europe’s largest tour operator and has been a leader in transforming the sector.

Skift Power Rankings: Sebastian Ebel

Experiences

Skift Power Rankings: Matthew Upchurch

As the CEO of Virtuoso, Upchurch was early in figuring out the value of fostering human connection in travel.

Skift Power Rankings: Matthew Upchurch

Experiences

Hornblower CEO Starts Post-Bankruptcy Pivot for Travel Experiences Company

If you've ever sailed past Niagara Falls or toured a city on a sightseeing bus, you may have thought, "This is nice and all, but I wish there was something more." Tour operator Hornblower plans to fix that.

Hornblower CEO Starts Post-Bankruptcy Pivot for Travel Experiences Company

Experiences

Klook-TikTok Collab: Now Book Travel Experiences Directly in the App

Social media isn’t all fun and games. There’s serious money to be made, and Klook is buying into the trend with its latest TikTok tie-up. Klook's message is clear: Come for the video, stay for the tour!

Klook-TikTok Collab: Now Book Travel Experiences Directly in the App