Skift

Reaching Gen Z is a distribution problem, resonating with them is a product problem. Few travel brands have figured out which one they actually have. Those that haven't are already losing ground — they just can't see it in the numbers yet. That’s not wrong, but it’s only half the answer (and, for what it’s worth, the half that’s easier to execute). The tougher challenge is whether the end product is actually built for the Gen Z traveler. hubs.li/Q04gT77F0

Will Airbnb and Uber be successful in expanding beyond their core services? For Airbnb, the question is whether travelers who book homes will also book a pasta-making class or a massage. For Uber, it’s whether passengers who get rides from the airport will also book flights, hotels, and train tickets through the same app. Both companies are investing heavily to expand beyond their core businesses. None has yet proven the bet pays off, and history offers a cautionary tale about how hard it is to change where consumers book travel. hubs.li/Q04gT6fG0

The cost of travel is surging as war in the Middle East puts pressure on energy prices. April’s airline fares were up 20.7% from the year prior, driven by a sharp increase in fuel costs, according to a Tuesday report from the Bureau of Labor Statistics. Lodging jumped more than 4%, while admissions to events like concerts increased 5.5%. Overall U.S. travel costs are up 7.8% from last year, according to the U.S. Travel Association’s Travel Price Index. That’s the largest annual increase since 2022’s post-pandemic rebound and more than double the 3.8% rise in overall inflation. hubs.li/Q04gTfqn0

For years, Chinese hotel operator H World’s growth centered on lower-tier city penetration, where branded hotel supply remains fragmented. That strategy remains intact. But on Friday’s earnings call, CEO Hui Jin flagged a return to Tier 1 and Tier 2 cities, especially premium business districts. China’s prolonged property downturn has weakened commercial real estate markets, creating an opening to secure premium sites. “Given the current supply cycle of the real estate market,” Jin told analysts, the company is actively “grabbing emerging opportunities” in core and premium business districts. hubs.li/Q04gT11D0

OpenAI launched a $4 billion deployment company this week, built around the team behind Virgin Atlantic's AI concierge — a bet that travel brands need help getting AI into operations, not just buying the tools. India's Ixigo is betting the opposite: its co-CEO rebuilt the app from scratch to keep users off ChatGPT entirely. hubs.li/Q04gSX7S0

With the 2026 FIFA World Cup less than a month away, corporate hospitality planners face a daunting problem: getting their clients to the stadium. FIFA has banned general parking and tailgating at MetLife Stadium entirely for the tournament's eight New Jersey matches. Attendees must arrive by NJ Transit rail through Secaucus Junction, official shuttle buses, chartered coaches, or designated rideshare lots. The decision has effectively killed the traditional VIP model — chauffeured arrivals, private parking, stadium-adjacent receptions — and forced planners to rebuild the matchday experience from scratch. hubs.li/Q04gT9N80

Extreme day trips, particularly popular in the UK, are under scrutiny for their high carbon emissions and limited economic benefit to destinations. Despite industry efforts to promote sustainability, some airports and travel companies are marketing short-term trips that conflict with climate goals. There is ongoing debate among travelers, industry leaders, and climate advocates about the true environmental and economic impact of day tripping. hubs.li/Q04gPMRZ0

The most valuable real estate in cruising isn't on the ship.The most valuable real estate in cruising isn't on the ship. ⛴️ 🏝️ It's the private island the ship docks at, and MSC Cruises is doubling down. Sandy Cay, its second Bahamian island, opens in 2028 as a more secluded, luxury-focused counterpart to Ocean Cay. Why the investment? Private islands give operators control over every touchpoint from ship to shore. With 37 million cruise passengers expected in 2026, segmentation at scale is becoming a strategic asset. Read the article here: hubs.li/Q04gPklq0 In partnership with MSC Cruises

Agentic AI isn’t just changing travel - it’s challenging the legacy systems behind it. As Vivek Bhogaraju explains, the shift is toward AI agents that can execute tasks, not just generate responses. 📰 Read more: hubs.li/Q04fY36p0

America, you have a problem. On this episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko unpack why inbound travel to the U.S. continues to weaken, what travelers abroad are actually saying about America, and how politics, affordability, safety perceptions, and global media narratives are reshaping tourism demand. hubs.li/Q04gMKdQ0

Repeat visitation must be actively earned, not assumed as a result of satisfaction. The travel industry has misunderstood loyalty for years. Travelers are leaving destinations highly satisfied, recommending them to friends — yet still have little intention of returning themselves. Skift Research’s latest report, Beyond the First Visit: The Destination Loyalty Race to Own the Repeat Traveler, highlights this as the reality for destinations. hubs.li/Q04gLjhR0

China is set to order 200 planes from Boeing, President Donald Trump said in an interview with Fox News on Thursday. “One thing he agreed to was he’s gonna order 200 jets. That’s a big thing, Boeings” Trump said in an interview with Fox News’ Sean Hannity, referring to Chinese President Xi Jinping. The order is major win for Boeing, which has been shut out of the Chinese market for nearly decade due to trade tensions between the U.S. and China. hubs.li/Q04gLQ930

NYC still has the thing every other city wants, and no other city can buy: strangers worth talking to, singing with, eating with, arguing with, and falling in love next to. Independent creators using unscripted, street-level content are redefining New York City's global desirability, outpacing official tourism campaigns. These creators, or 'place witnesses', showcase the authentic chaos and diversity of urban life, creating organic global demand that can't be manufactured. hubs.li/Q04gGW5G0

We're thrilled to announce Corneel Koster, Chief Executive Officer of Virgin Atlantic, as a speaker at Skift Global Forum! With three decades of leadership across aviation's biggest names - Virgin Atlantic, Delta Air Lines, Aeroméxico and KLM - he brings a rare blend of operational excellence, commercial acumen and genuine passion for the customer experience. From steering Virgin Atlantic through the pandemic to introducing the award-winning A330neo, Corneel has been at the heart of some of the industry's most defining moments. Secure your ticket today to hear his perspective on the future of travel. hubs.li/Q04gpGnJ0

Abu Dhabi has revealed the location of its much-anticipated Sphere: the northern end of Yas Island, the emirate’s premier entertainment hub and home to Ferrari World, Yas Waterworld, Warner Bros. World, and Etihad Arena. “The location will be in the north of Yas Island, between Yas Mall and SeaWorld Abu Dhabi, where it makes total sense from master planning and value propositions,” said Saood Abdulaziz Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi (DCT). Work has already begun, with construction expected to wrap by the end of 2029. hubs.li/Q04gyVqv0

Most major hotel groups define ambition by how many countries they operate in, but Strawberry defines it by how deeply it can entrench itself in one region. The Nordic hospitality company runs more than 250 hotels across six markets and has no plans to operate anywhere else, co-owner Emilie Stordalen told Skift. While major international groups have spent the past decade chasing worldwide scale through asset-light expansion and global loyalty ecosystems, Strawberry is doing the opposite: regional density, deeper customer integration, and greater control over its own brands. hubs.li/Q04gxzc90

Morocco is working to break its dependence on two dominant tourism markets, redirecting investment toward underdeveloped regions as it builds out a national strategy designed to outlast the 2030 World Cup, according to Imad Barrakad, CEO of the Moroccan Agency for Tourism Development. The Casablanca-Settat and Marrakech-Safi regions currently absorb around 60% of the country’s tourism investment (nearly $800 million in 2025). Barrakad wants to change that. “We don’t want to put pressure on one territory alone,” he told Skift. hubs.li/Q04gxs9z0

Air India on Wednesday announced it will reduce or temporarily suspend flights on routes to North America, Europe, Australia, and Asia between June and August 2026. This is one of the broadest schedule pullbacks the airline has announced since the Tata Group took over in 2022. The airline said it will still operate more than 1,200 international flights a month after all these changes take effect. “The adjustments have been made in response to a combination of factors, including continued airspace restrictions over certain regions and record high jet fuel prices for international operations, which significantly impact the commercial viability of certain planned services,” Air India said in a release. hubs.li/Q04gxnR60

The hotel industry has spent the better part of 5 years telling owners that record revenue per available room would offset inflation and restore profit margins. It hasn’t. Now one of the larger U.S. third-party managers is saying the quiet part out loud, and pitching AI as the way back. “The industry as it is, is unsustainable,” said Ben Rafter, CEO of Hotel Equities, the Atlanta-based operator running more than 250 hotels. “The flags [like Marriott and Hilton] themselves are doing quite well, but the flags can’t do well unless the asset-heavy owners do well, and the asset-heavy owners are not doing well,” Rafter said in an exclusive interview. hubs.li/Q04gxqtX0

The U.S. government has decided to waive the $15,000 visa bond for confirmed World Cup ticket holders from specific countries, after a request from FIFA. This move aims to ease travel for international soccer fans amid concerns over sluggish bookings, attributed to visa barriers, high costs, and geopolitical issues. While the World Cup is expected to boost spending by international visitors, ongoing worries about financial accessibility and safety could limit the anticipated economic benefits for U.S. host cities. hubs.li/Q04gww8H0