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Experiences

Travel today is all about immersion. At Skift, we dive into how companies like Airbnb, Marriott, and Disney are redefining what it means to create memorable experiences for travelers.

Here, you’ll find stories about everything from Airbnb’s unique experiences and Viator’s handpicked activities to the latest in luxury travel that’s setting new standards.

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Virtual experiences are shaking things up, offering new ways to explore the world without leaving home. Whether it’s the cultural richness of Abu Dhabi or Disney’s latest attractions, we’re here to keep you informed on the trends that are driving the experiential travel landscape.

Check out the latest articles from Skift to stay in the loop on how the world of travel experiences is evolving.

Experiences

5 Key Trends in Travel Experiences

Spending on tours and activities may hit $300 billion by 2025. Expect to see more consolidation pressures, growth in demographic targeting, adoption of AI, and attempts to react to climate change.

5 Key Trends in Travel Experiences

Experiences

Skift Power Rankings: James Thornton

Intrepid under Thornton has become a leader in the world of responsible travel, championing community projects and expeditions designed specifically for women.

Skift Power Rankings: James Thornton

Experiences

Skift Power Rankings: Sebastian Ebel

Ebel runs Europe’s largest tour operator and has been a leader in transforming the sector.

Skift Power Rankings: Sebastian Ebel

Experiences

Skift Power Rankings: Matthew Upchurch

As the CEO of Virtuoso, Upchurch was early in figuring out the value of fostering human connection in travel.

Skift Power Rankings: Matthew Upchurch

Experiences

Hornblower CEO Starts Post-Bankruptcy Pivot for Travel Experiences Company

If you've ever sailed past Niagara Falls or toured a city on a sightseeing bus, you may have thought, "This is nice and all, but I wish there was something more." Tour operator Hornblower plans to fix that.

Hornblower CEO Starts Post-Bankruptcy Pivot for Travel Experiences Company

Experiences

Klook-TikTok Collab: Now Book Travel Experiences Directly in the App

Social media isn’t all fun and games. There’s serious money to be made, and Klook is buying into the trend with its latest TikTok tie-up. Klook's message is clear: Come for the video, stay for the tour!

Klook-TikTok Collab: Now Book Travel Experiences Directly in the App

Experiences

Airbnb-Backed Tiqets Talks AI, Profits, and Scaling Travel Experiences

Tiqets CEO Laurens Leurink says sales of travel experiences are booming. Gen Z and Millennials want cultural engagement, not checklist sightseeing. So with some help from AI, Tiqets has recently quadrupled its sales without adding staff.

Airbnb-Backed Tiqets Talks AI, Profits, and Scaling Travel Experiences

Skift Research

State of Travel 2024: Travel in 350 Charts

Our biggest report of the year with 350+ insights. Understand the consumer, business, and investment trends defining the state of travel in 2024. Our goal was to create a chart for any major travel question you may have.

State of Travel 2024: Travel in 350 Charts

Experiences

Las Vegas Sphere Sees Revenue Rise as it Hopes to Go Global  

In recent months, the Las Vegas Sphere has been selling over $1 million a day in tickets, on average. But is that enough to recoup its $2.3 billion cost?

Las Vegas Sphere Sees Revenue Rise as it Hopes to Go Global  

Experiences

TUI Gains from Experience Sales and FTI Collapse

TUI reported another record-breaking quarter with sales of tours and activities helping to boost profitability. TUI also gained from the collapse of smaller rival FTI.

TUI Gains from Experience Sales and FTI Collapse