Articles tagged “skift research”

Asia’s travelers are mobile-first, OTA-driven, and value-conscious—yet increasingly open to premium, branded, and sustainable travel.

As major financial powerhouses and robust passenger engagement engines, airline loyalty programs are leveraging technology for hyper-personalisation, with a strong focus on engaging less frequent flyers.

Google Hotels is still strong, but weakened by the Digital Markets Act — and Google's own AI Overviews. Agentic AI may one day make the changes we've seen to date under the DMA a mere footnote in the evolution of travel search.

At Skift Research, we think travel leaders need to be a little Google-obsessed. It’s one of the most important drivers of bookings, and our data shows Google is undergoing a real-time AI transformation with massive implications for the industry.

While Asia-Pacific, Latin America, the Middle East, and Africa showed growth and Europe remained stable, North America witnessed a 5% slowdown, mainly due to the “Trump Effect” bringing policy changes, travel bans, and tariffs, leading to shifts in travel sentiment.

You have to be at least a little obsessed with the Google if you want to understand how the business of travel gets done. New data shows that AI is has become dramatically more prevalent in travel search over the last six months, with significant downstream implications for travel brands.

The softening in inbound travel demand – especially from Canada – is being partially offset by domestic travel, which continues to show resilience.

In the post-pandemic environment, volatility returns: not from viruses, but from economic headwinds and disruption of the current distribution landscape. In 2025, the winners will be those who adapt quickly to a more fragmented, tech-driven landscape.

The airline industry's resilience in the post-pandemic period is being tested by a restructuring of the global economy.

In Europe, loyalty is no longer about status — it's about savings, simplicity, and smart choices.