Innovation & Opportunity in Travel: Skift Global Forum 2025
Published 29 September 2025
This year’s Skift Global Forum (September 16-18, New York) found major travel industry players focused on adapting to an artificial intelligence (AI)-led future and luring visitors with can’t-miss events and experiences. Key themes also included new opportunities in resorts and retreats, and brands creating centralised travel ecosystems.
Travel’s AI-Powered Era
The Lure of Live Events & Entertainment Extravaganzas
Spotlight on Resorts & Retreats
Airbnb & Amex Build Planning & Booking Hubs
In the past year, the percentage of Americans saying they use generative AI extensively while planning trips has more than doubled, according to a McKinsey x Skift study launched at the event – a rapid behaviour shift that’s top of mind as brands work to reconfigure how customers discover and engage with their services.
In the past year, the percentage of Americans saying they use generative AI extensively while planning trips has more than doubled, according to a McKinsey x Skift study launched at the event – a rapid behaviour shift that’s top of mind as brands work to reconfigure how customers discover and engage with their services.
Skift estimates that the global market for live tourism (travelling to tentpole events) is already as large as $2.9tn, said editor-in-chief Sarah Kopit. As consumers embrace ‘you had to be there’ experiences, Las Vegas and Saudi Arabia are key destinations looking to sporting events and entertainment spectacles to drive tourism.
Skift spotlit a fresh concept in Florida that combines vacation homes with hotel services in a resort setting. Speakers also highlighted that more Americans travelling internationally and the ongoing multigenerational travel trend are powering the popularity of all-inclusive resorts across Mexico and the Caribbean.
Two major brands discussed initiatives to create one-stop digital destinations for travellers. A new American Express (Amex) app integrates travel inspiration with trip booking and management, while Airbnb is aiming to become an ecosystem for finding and booking services, experiences and homes as well as hotels.
Innovation & Opportunity in Travel: Skift Global Forum 2025
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