GOOD DAY, READERS.
Marriott outspent every hotel company on U.S. national TV ads in the first half of 2026, committing over $40 million portfolio-wide, according to exclusive iSpot.tv estimates. Yet Airbnb, spending nearly as much overall at $38.6 million, funneled more of its budget into World Cup spots specifically. The payoff: Airbnb's lead ad drew 237 million impressions on $7.4 million, more than double Marriott's 113 million exposures from $2.7 million.
Skift Global Forum
Owning the World Cup is one front in travel's larger battle to own the traveler's point of contact.
The CEOs of Booking Holdings and Expedia take the New York stage this September, where the industry's biggest platforms make their case.
DON’T MISS THESE STORIES
OTAs Are Betting on Traveler Trust. But the Scramble Is On to Win the Trust of AI Agents
by Dennis Schaal
Whether or not travelers trust AI would almost be irrelevant to OTAs if the LLMs don't trust them enough to surface their inventory for discovery. The contest is on behind-the-scenes battle to become the LLMs' OTA fave.
Cabo Verde Has Made History at the World Cup. Can It Convert Attention Into Bookings?
by Bailey Schulz
The island nation draws 1.2 million tourists a year — predominantly from Europe, and predominantly on all-inclusive packages. A World Cup run won't change that overnight, but it may bring awareness to Americans who struggle to place the island nation on a map.
VISIT JAMAICA + SKIFT
It's hot out there. The Caribbean's tourism boom is real, but demand risk, capital flows, and brand battles are reshaping who wins next. Escape the heat and read where the region is headed.
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MORNING HEADLINES
SKIFT PODCAST NETWORK
A wave of 20-year franchise agreements signed in the early 2000s is coming up for renewal right now, and hotel owners are doing the math for the first time.
In this clip from Good Morning Hospitality Hotels Edition, Sarah Dandashy and Steve Turk sit down with Skift's Editor-in-Chief, Sarah Kopit, who spent months reporting on why owners from Iowa to Arkansas are dropping major brands like Wyndham and Choice Hotels, putting their own name on the door, and in some cases surpassing their previous revenue without the fees.
The brands still have loyalty programs. But the reservation systems, the territorial protections, and the distribution advantages that once made franchise agreements non-negotiable? Owners are finding out that those were not always what they were sold.
PEOPLE MOVES
This week's people moves shaping the industry. Let us know about a move.
Victor Clavell has been appointed as the new Chief Operating Officer for Aman Group, coming from his most recent role as CEO at Urban Resort Concepts.
Joe Margison has been appointed CEO at Virgin Hotels, following his tenure as Interim CEO since October 2025.
Christian Westbeld will take on the Regional General Manager Southeast Asia position at Capella Hotel Group, following his latest role as Managing Director of Raffles Singapore.
Norwegian Cruise Line named Lee Applbaum as Chief Marketing Officer, bringing his extensive experience across premium consumer brands to the cruise industry.
Peter Roth has joined Corinthia Hotels as President of Hotel Operations, moving from his role as Regional Vice President at Jumeirah's Madinat Jumeirah in Dubai.
Skift Executive Search connects travel-related companies with top-tier talent, ensuring the right leadership is in place to drive innovation and growth. See our case studies.
SKIFT TRAVEL 200
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.
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