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.

Experiences

How EF Adventures Plans to Lead the Adventure Travel Boom

Adventure travel is booming, but sizable portions of travelers feel existing options fail to blend adventure with local culture and education successfully. The newly launched EF Adventures aims to change that.

EF Adventures + Skift | 5 months ago

GetYourGuide Faces Animal Rights Activists Over Travel Activities Listings

GetYourGuide faces ongoing protests from World Animal Protection over alleged animal exploitation in its listed activities, such as elephant rides. The online travel agency maintains it enforces its responsible tourism guidelines.

Sean O'Neill | 5 months ago

Experiences

Where Certares Plans to Invest Hundreds of Millions of Dollars

There is huge untapped potential in getting Americans to travel to Europe or the Middle East for lower prices on high-tech wellness services.

Justin Dawes | 6 months ago

Ruzwana Bashir, Peek Founder and CEO, Jules Seeley, McKinsey & Company Senior Partner and Nishank Gopalkrishnan TUI Musement Chief Commercial Officer on stage at Skift Global Forum with Seth Borko.

Experiences

Challenges in Capturing Growth in Experiences: Taylor Swift, AI, Scaling

The demand for experiences isn't showing any sign of slowing down, but travel companies are still figuring out how to capture it.

Christiana Sciaudone | 6 months ago

Experiences

The Evolving Role of Experiences in Travel

Since the dawn of leisure travel, people have journeyed in search of new experiences. They long to meet friendly locals, eat new foods, stroll through unfamiliar landscapes, and witness (or…

McKinsey & Company + Skift | 6 months ago

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.

Jason Clampet | 6 months ago

An Airbnb host and guest sitting in a living room with a table and couch.

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.

Dennis Schaal | 6 months ago

Experiences

The Shift in Luxury Travel Experiences

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

Saniya Zanpure | 6 months ago

people attending a cooking class in Athens

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.

Sean O'Neill | 6 months ago

A person holding an umbrella that says "free tour" on a street.

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.

Jesse Chase-Lubitz | 6 months ago