As travel brands head deeper into 2026, cracks are starting to show in some of the industry’s most trusted strategies.
In this episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko unpack a wide-ranging week in travel, starting with Hilton’s launch of its 26th brand and the growing question of brand fatigue in hospitality. They explore whether having dozens of brands actually helps in an AI-driven world, or if it risks making brands less visible as search and discovery become more concentrated.
The conversation then shifts to airlines, where a proposed merger between Allegiant and Sun Country highlights a stark reality: low-cost carriers are thriving globally, except in the U.S. Seth breaks down why premium demand is surging, why Spirit is struggling, and how exclusive routes and consolidation are reshaping airline economics.
They also dive into geopolitics and tourism, examining what happens when destinations like Greenland suddenly find themselves at the center of global headlines for reasons unrelated to travel, and how tourism boards navigate perception, safety, and political uncertainty.
The episode closes with a candid discussion on loyalty, from airline status and credit card programs to the real cost of “cheap” loyalty. Seth and Sarah debate whether loyalty programs actually build emotional connection or simply lock in convenience, and why some brands, like Airbnb, have deliberately stayed out of the loyalty arms race.
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