The Shift in Luxury Travel Experiences

From fiery birch, elm and sugar maple in the Great Lakes to sunset-hued beech and oak in the southern Appalachians to glowing sumac and cottonwoods along the Mississippi, the forests of the Midwest flaunt some of the most vivid fall colors in the United States.

The travel industry has continued to thrive in 2024, with businesses experiencing healthy growth and strong profit margins. However, as the industry evolves, it faces new challenges and opportunities that will shape its future. The Skift Research team has released a comprehensive report featuring over 350 slides, detailing industry performance, consumer trends, and business shifts that will impact the travel landscape for years to come.

Good morning from Skift. It’s Tuesday, September 10, and here’s what you need to know about the business of travel today.

The latest data from Viator, an online travel agency for travel experiences, offers a window into evolving travel habits.

“Experiences” are becoming a growth engine for the travel sector. An expanding segment of travelers are demanding immersive, cultural interactions at destinations as an alternative to checklist visits of famous sights.

Rivers soak into your bones.

The travel booking landscape is rapidly transforming, with direct bookings on the rise and reshaping the competition. What’s driving this shift? Skift Research explores these pivotal changes in our new report: “Direct Bookings vs. OTAs: Analyzing the Shift in U.S. Travel Booking Trends.”

Protesters staging hunger strikes against tourism developments. Local officials threatening to cut off water to illegal vacation rentals. Residents spraying tourists with water pistols.

I was an avid traveler long before I had children. Now, one of my greatest joys is sharing my love of exploration and adventure with my family. Yet, traveling with my four kids has been an adjustment.

Athens, Greece, has been one of the fastest-growing tourist destinations in Europe. Last year, the city had a record 7 million tourists. 

Six decades after hosting the 1964 Tokyo Summer Olympics — when Japan rapidly rolled out new infrastructure like its Shinkansen bullet train and accommodations like Hotel New Otani Tokyo to welcome the anticipated influx of foreigners — the country remains one of the most beloved leisure destinations in the world. According to the Japan National Tourism Organization, 17.78 million foreign visitors arrived in the first half of 2024, breaking 2019's previous record of 16.63 million. And there are no signs of a slowdown: Japan aims to nearly double 2019's end-of-year record of 31.88 million tourists to a staggering 60 million annually by 2030.

We’re continuing our discussion of Skift Research’s State of Travel 2024 report with a look at the aviation industry. It has shown enormous progress in its recovery from the pandemic. But ultra-low-cost carriers still face their share of challenges.