With jet fuel prices up over 50% compared to last year, there were fears that the airline industryās post-pandemic high would come to a crashing halt. Airfares would consequently go up, and travel demand might actually dampen.
However, those fears have not been realized ā at least not right now. Multiple airline executives at the JPMorgan Industrials Conference this past week said they are still seeing high demand and that demand is offsetting surging jet fuel prices. Delta said it saw eight of its 10 highest sales day during the first quarter; American saw the same; and United said the first 10 weeks of 2026 were also its highest sales weeks. United CEO Scott Kirby said the carrier even ran a scenario in which oil cost $175 a barrel, and the carrier was still able to make a profit. Much of that demand is still being propped up by premium and international travel.
In previous years, economic shocks would have a noticeable impact on the airline industry. But between the introduction of tariffs last year and increasing oil prices, it so far appears as if the industry has fundamentally changed since 2020.
ROCKET TRAVEL BY AGODA + SKIFT
Only about 50% of loyalty points earned are ever redeemed, leaving billions in untapped value on the table. Learn why customers abandon programs and how brands can close the loyalty value gap in this report.
EDITORāS PICK
United and Marriott Pitch Ad Strategies to Target Travelers on Plane and Hotel Screens
by Sean O'Neill and Meghna Maharishi
March 16, 2026
Marriott and United are pitching companies to place ads on their hotel and airline ad networks, citing BCG research that travelers spend impulsively while traveling.
BEYOND SKIFT
Thereās a good chance that if you tried to fly out of a U.S. airport this week, your wait in line was longer than usual. I went on ABC News to offer perspective on the TSA pay issue and what travelers need to know about how airlines are responding.
ā Meghna Maharishi
SKIFT RESEARCH | DATA
Market Performance
How are airlines performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.

