Skift

Bringing you the latest #travelindustry insights through breaking news, cutting-edge research, and world-class events.

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Thank you to our official translation and transcription services partner, Wordly, for partnering with us at Skift Commerce Summit yesterday!

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@VisitOSLO followed its viral anti-ad with a winter horror musical to fill hotels in the low season. A month after launch, it has nearly 1 million YouTube views. The two-year-old original has 1.9 million. https://t.co/YAoCWOfuLs

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Japan is closing in on the United States as international travelers' top destination. Japan came out ahead in August and October, Brand USA's research shows. Costs and politics are pushing travelers elsewhere. https://t.co/9JDEH8j51Z

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When an AI agent books the wrong trip, someone has to pay for the mistake. Citi thinks it should be the company behind the AI agent, not the hotel, airline or card issuer.

https://t.co/tlotx2CmUn

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More trips start with an event, a hotel, or a cheap fare. The destination comes second. Seven in 10 surveyed fans planned trips around events in places they had never visited, Live Nation research found. https://t.co/YdeeeAmgAG

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American Airlines is the biggest U.S. airline. Last year it earned $111 million, against $5.1 billion at Delta and $3.3 billion at United. It has announced at least 50 changes to catch up. Pilots are skeptical. https://t.co/GAzPCMbsq1

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Finnair’s AI agent resolves 80% of chat questions, and first-contact resolution doubled in four months, according to Salesforce. ✈️

Read the new Skift Studio report here: https://t.co/RpA2844ccE

In partnership with @Salesforce

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Low-cost carriers don’t win on fares alone. They win on discipline.

Tomorrow, Allegiant CCO Drew Wells unpacks how at Skift Aviation Forum.

1 day to go. November 12, TWA Hotel at JFK.

Register now: https://t.co/xZuVINaxtK

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Hilton's fastest-growing hotels are the ones travelers least connect with Hilton. Its 'Is This Hilton?' ad campaign has put $2.5 million into national TV so far to change that. https://t.co/F4Tqz09kE1

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Gen X is the generation most likely to call itself a luxury traveler. Its idea of luxury is early check-in, late checkout, and less planning. Nearly half earn under $50,000 a year. New from Skift Research: https://t.co/0Sg96J1tNf

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The world's biggest hotel groups saw their Middle East business recover in the third quarter. Most now expect it to weaken again in the fourth quarter, the region's peak season. Accor, the most exposed, assumes a drop of about 12%. https://t.co/ueHWLwsr32

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Europe's big three airline groups reported last week. International Airlines Group led with an 18% third-quarter operating margin. Air France-KLM made 14%, and Lufthansa Group made 11.5%. https://t.co/hnzVDG5U7d

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OpenAI didn't acquire Odessia for its revenue. It bought a team that built a working AI travel agent in months, plus a founder who ran a short-term rental company for a decade. It's a sign ChatGPT wants to do more in travel than send users somewhere else.

https://t.co/I5SjDpcpl8

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Exclusive: Perk says it is the first business travel company to plug into Airbnb's booking system. Employees can now book Airbnb stays within company policy, alongside flights and rail. https://t.co/cOew7fIXVO

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JetBlue sells hotels, cars, and cruises for another airline. That’s resilience.

Marty St. George, president of JetBlue, on retail beyond flying. As artificial intelligence agents book, who owns the customer?

November 11
1 day left.

Register now: https://t.co/MFfSzLsFHq

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Battery fires on planes are rising. U.S. regulators recorded 97 lithium battery incidents in 2025, up from 47 in 2017. Cabin crews have contained them so far. Is aviation preventing fires or getting better at fighting them? https://t.co/GGSn8iyldn

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Hard Rock hotels are joining Accor's loyalty program, and Hard Rock isn't selling a stake. A test listing of its New York hotel on Accor's site drew more than 1,500 room nights a month by July. https://t.co/9RzHMA77B8

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Expedia spent $676 million on three acquisitions in the first nine months of 2026, its busiest stretch of dealmaking since 2015. Two of the three, Tiqets and CarTrawler, sell travel to airlines, banks, and other businesses. https://t.co/kJGr2ah0TE

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Thank you to all of our sponsors of Skift Aviation Forum! We appreciate your partnership and look forward to Thursday. See you at the TWA Hotel ✈️

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Only 10 of 50 major travel sites tell artificial intelligence crawlers what they can access, a Skift review of their robots .txt files found. The other 40 rely on catch-all rules written for other bots.

https://t.co/TJA6Tis0kN