Today we lay out how travel CEOs can update their strategy for the rest of the year after a series of shocks upended early plans. Hotels are betting on food as a growth engine. And holiday home operators in the UAE are slashing prices as demand sinks.

Rocket Travel by Agoda + SKIFT

This report outlines a new benchmark for travel loyalty, with a clear framework for evaluating program quality and a practical roadmap for building models that drive customer satisfaction and measurable business impact. 

For $7 a week, Skift gives you something the industry is missing – the full picture. Subscribe today for 25% off.

Hotel groups have spent the past two decades expanding relentlessly. Brand counts have doubled. Loyalty programs have ballooned. Net unit growth has become the industry’s cleanest signal of momentum.

But scale is not the same as strength.

This report examines whether the global hotel industry has entered an era of brand overexpansion — and what that means for brand clarity, loyalty effectiveness, and long-term value creation.

The travel industry is moving from AI experimentation to execution, with real impact across distribution, operations, and customer experience. The Skift Data + AI Summit returns June 3 in New York City, bringing industry leaders together to share the next wave of AI applications and data strategies shaping travel.

How are public travel companies performing around the world? The Skift Travel 200 pulls the data you need to understand global market movements. Paid subscribers get full access here.