Articles tagged “skift research”

In 2025, travel matured from a post-pandemic sprint into a disciplined, value-driven market that prioritizes experiences and revenue quality over just driving volumes. As growth shifts Eastward and geopolitics redefine travel corridors, the industry’s success in 2026 will depend on its ability to remain tech-agile and price-resilient in a volatile world.

The data shows the travel industry may be overestimating some strengths — and underestimating certain risks.

The low-cost airline model still works in the U.S., but only in two forms: network exclusivity or premium-lite pricing. Ultra-low-cost carriers that hesitate will end up consolidating by force, not choice.

Other low-cost carriers have attempted to outfly reality — adding capacity, chasing share, and hoping costs would normalize. Allegiant and Sun Country have done the opposite.

Surveys by Skift Research across four major markets reveal shifting allegiances for loyalty programs, a widening confidence gaps among leisure travelers, and other trends for 2026.

Travel demand is holding in 2026, but growth will favor markets and brands that adapt as power shifts geographically and behaviorally.

As the travel industry gears up for the winter holiday high season, please enjoy this guide to our favorite reports of the year.

Fueled by a packed calendar of mega-events, the Middle East has emerged as the world’s top-performing travel region.

Global travel is expected to end 2025 on a high note, growing 4% year-on-year as of November, fueled by a shift toward the "experience economy" where travelers are now chasing high-impact, live events rather than just destinations.

Early-stage startups face longer fundraising cycles and less capital.