This week’s conversation takes a small turn. Guest host Gordon Smith, who you can hear on the Airline Weekly Lounge Podcast, is joined by Hannah Bennett, head of travel at TikTok, to talk about how TikTok has transformed the travel industry. They discuss how the platform is used not only for inspiration but also for actual travel planning and bookings. The discussion touches on real-world examples of brands successfully leveraging TikTok, the importance of authentic and behind‑the‑scenes content, evolving audience demographics, emerging travel ad products, and even regulatory challenges that TikTok faces.TakeawaysTikTok as a Travel Discovery Engine: TikTok is now a primary platform for travel inspiration, where users go beyond glossy images to experience authentic, full-journey travel content. Authenticity and Creator Influence: TikTok creators share genuine, behind‑the‑scenes travel experiences that resonate with viewers, making their recommendations highly trusted—evidenced by studies showing that over 40% of travelers take action based on TikTok content. Real-World Brand Successes: Major brands including Booking.com and TUI have successfully engaged with diverse TikTok communities by tailoring content (ranging from humor to practical travel tips) that fits the platform’s style. Innovative Travel-Specific Advertising: TikTok is launching a travel-specific ad product—catalog ads for travel—that targets users with active travel intent, further bridging the gap between inspiration and booking. Shifting Demographics: Despite perceptions of being a younger platform, TikTok now has a diverse, maturing user base with an average age over 30, reaching over a billion users globally. Enhanced Consumer Spending: Research highlighted in the discussion indicates that users influenced by TikTok not only book trips but tend to spend more, suggesting strong purchasing power among its audience. The Power of Authentic Content Over Traditional Formats: The platform's success stems from its ability to offer realistic portrayals of travel—including both highs and lows—which contrasts with traditional, highly curated travel advertising. Navigating Regulatory and Future Trends: Despite regulatory challenges in various markets, TikTok continues to invest in security and innovation while also fostering trends like “destination dupes,” slow travel, and niche travel experiences.Connect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.

In this episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko discuss the significance of tourism in Australia with Pip Harrison, the Managing Director of Tourism Australia. They explore personal experiences in Australia, the economic impact of tourism, sustainable growth strategies, and the challenges of over-tourism. The conversation also delves into the growing importance of Asian markets, the effects of geopolitics on travel, aviation strategies for enhancing connectivity, and the marketing campaigns aimed at attracting visitors to Australia. In this episode, we explore the multifaceted role of sports in Australia's identity, the challenges and opportunities presented by live tourism, the importance of indigenous tourism, and the marketing strategies that have made Australia a leading destination. Pip Harrison shares insights on how sports events drive tourism, the significance of sustainability and accessibility, and the evolving landscape of tourism marketing in the digital age.Takeaways Tourism is Australia's number one service export, worth $177 billion. Sustainable growth in tourism is a priority for Australia. Australia does not currently face an over-tourism problem. Asian markets are growing faster than Western markets for Australian tourism. The US remains a key market for Australian tourism. Aviation is crucial for Australia as an island nation. Direct flights from Sydney to New York are on the horizon. Marketing strategies have evolved from Crocodile Dundee to a more inclusive approach. The welcoming nature of Australians is a key attraction for visitors. An animated kangaroo named Ruby is part of the new marketing campaign. Australia invests heavily in sports, with $12 billion annually. The Sydney Olympics significantly boosted the tourism economy. Women's sports are gaining popularity, especially rugby. Indigenous tourism is becoming more accessible and authentic. Sustainability is a key focus for the tourism industry. Social media is crucial for modern tourism marketing. Australia has a strong presence in social commerce. The tourism industry is adapting to changing consumer behaviors. Engaging with indigenous cultures enhances the tourism experience. Marketing strategies must evolve with technology and consumer trends. Chapters00:00 Introduction to Australia and Personal Experiences03:13 The Importance of Tourism in Australia05:56 Sustainable Growth and Over-Tourism Challenges08:59 The Asian Century and Market Trends11:58 Impact of Geopolitics on Tourism15:00 Aviation Strategy and Connectivity17:57 Marketing Strategies and Campaigns22:05 The Role of Sports in Australia's Identity29:15 Challenges and Opportunities in Live Tourism33:03 Indigenous Tourism and Cultural Experiences36:46 Marketing Australia: Lessons and InsightsConnect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.

Thomas Reiner, a partner at Altimeter Capital, shares his expertise on how AI is revolutionizing the travel industry. He discusses the shift from traditional keyword searches to conversational AI, emphasizing the crucial need for trust in AI systems. Direct bookings are expected to rise as AI simplifies the process, while user-generated content will play a significant role in travel decisions. Voice technology is set to enhance user experiences, paving the way for a more personalized and efficient travel planning future.

Skift’s Sarah Kopit and Seth Borko are joined by Jeremy Jauncey, CEO of Beautiful Destinations, to discuss the burgeoning field of social commerce within the travel industry. The conversation explores how platforms like TikTok and Instagram are reshaping travel discovery and planning, the evolving consumer behaviors in travel bookings, and the potential future of travel commerce driven by influencers and social media. They also touch on the role of major platforms, including YouTube, in this dynamic landscape. In this conversation, Jeremy discusses the evolving landscape of travel marketing, emphasizing the importance of content creation over traditional advertising. He highlights the shift in budget allocation towards continuous content creation, particularly short-form video, and the role of influencers and creators in this new paradigm. The discussion also touches on the trends in social commerce, particularly in Asia, and the potential for social media to address issues like overtourism by promoting lesser-known destinations. Jeremy shares insights on how social media influences travel choices and the importance of adapting marketing strategies to leverage the power of creators.Takeaways Social commerce is rapidly growing in the travel industry. TikTok has become a significant platform for travel discovery. Consumers are increasingly using social media for travel planning. The integration of video content is essential for travel marketing. Travel bookings are shifting towards social media platforms. Influencers play a crucial role in driving travel commerce. The future of travel transactions may heavily involve social media. Major OTAs are beginning to recognize the power of social commerce. YouTube is an important player in the travel content ecosystem. Consumer expectations for travel experiences are evolving. Understanding the shift in travel marketing budgets is crucial. Content creation is now prioritized over traditional advertising. Influencers and creators serve different roles in marketing. Social commerce is growing, especially in Asia. Overtourism can be mitigated through strategic content promotion. The travel industry must adapt to the creator economy. Boutique hotels are leveraging social media effectively. Diverse content can enhance travel experiences. Social media can drive direct bookings for unique properties. The algorithm helps consumers discover new travel options. Connect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.

In this episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko engage in a comprehensive discussion with David Neeleman, founder of JetBlue and Breeze Airways. The conversation covers the fragility of the aviation industry, the challenges faced by low-cost carriers, the implications of mergers, and the regulatory landscape affecting market consolidation. Neeleman also shares his critical views on sustainable aviation fuel (SAF) and discusses the future of Breeze Airways, emphasizing innovation and the use of technology to enhance customer experience.Takeaways The aviation industry is fragile and can change quickly. Drones and new technologies are reshaping airspace management. Low-cost carriers face significant challenges from larger airlines. Mergers can eliminate competition but may not solve underlying issues. Regulatory bodies play a crucial role in market dynamics. Sustainable aviation fuel (SAF) is controversial and costly. Customer demand for sustainability initiatives is low. Innovation in air travel is essential for future growth. Breeze Airways aims to leverage technology for better service. The future of aviation may include pilotless planes and AI advancements. Connect with SkiftLinkedIn: https://www.linkedin.com/company/skift/WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/Facebook: https://facebook.com/skiftnewsInstagram: https://www.instagram.com/skiftnews/Threads: https://www.threads.net/@skiftnewsBluesky: https://bsky.app/profile/skiftnews.bsky.socialX: https://twitter.com/skiftSubscribe to @SkiftNews and never miss an update from the travel industry.

In this episode of the Skift Travel Podcast, hosts Sarah Kopit and Seth Borko sit down with Steve Hafner, CEO of Kayak, in New York City to discuss this year’s travel Megatrends. They start with Skift’s lead Megatrend for 2025: The growing impact of live tourism on travel trends, highlighting how major events like Formula 1 races and Taylor Swift concerts drive significant travel demand, especially in smaller markets. To capitalize on this, Kayak is using AI to anticipate major travel events by creating targeted landing pages that help users easily find relevant travel options. While these events generate substantial interest, Hafner acknowledged the challenge of effectively monetizing event-driven travel and noted that Kayak is still working on fully integrating ticketing with travel planning, including partnerships with platforms like SeatGeek. Another notable trend is the rise of pet-friendly travel, with 6% of Kayak’s searches including pet-friendly filters, showing that travelers are increasingly factoring in their pets when planning trips. Similarly, social media and influencer marketing are becoming critical tools for travel discovery. Kayak is working on a model where influencers can earn commissions when their followers book travel through their recommendations, turning social media into a performance marketing channel. Hafner also addressed the rise of AI-powered search engines like ChatGPT and Gemini, which present both challenges and opportunities for Kayak. As AI increasingly helps users find travel options without visiting traditional search engines, Kayak is working to integrate its services into AI models while maintaining direct user engagement. He noted that Google's shift toward AI-driven search results is reducing organic visibility for travel companies, forcing Kayak to invest more in paid advertising and alternative marketing strategies. International travel demand is also increasing, particularly to Asia (notably Japan), as travelers seek more diverse experiences beyond the U.S. Hafner attributed this trend largely to social media influence, where platforms like TikTok inspire travelers with visually appealing destinations. Despite concerns over crime and Airbnb restrictions, New York City remains a top travel destination, with high demand driving hotel prices up. Looking ahead, Hafner emphasized that Kayak is focusing on improving its mobile app and adapting to AI-driven search trends to stay competitive in an evolving travel landscape. He believes that AI will play a major role in travel booking, with agentic AI potentially automating travel planning and purchases in the near future. As the industry evolves, Kayak is striving to remain a key player by leveraging technology, enhancing user experience, and staying ahead of shifting consumer behaviors.Connect with SkiftLinkedIn: https://www.linkedin.com/company/skift/WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/Facebook: https://facebook.com/skiftnewsInstagram: https://www.instagram.com/skiftnews/Threads: https://www.threads.net/@skiftnewsBluesky: https://bsky.app/profile/skiftnews.bsky.socialX: https://twitter.com/skiftSubscribe to @SkiftNews and never miss an update from the travel industry.

In this episode of the Skift Travel Podcast, hosts Sarah Kopit and Seth Borko discuss their travel predictions for 2025, reflecting on holiday experiences and the need for a return to routine. They explore consumer spending trends, regional differences in travel priorities, and the impact of social media on travel bookings. The conversation also covers growth in the online travel sector, the hotel industry's revenue projections, and insights from consumer surveys that reveal a strong desire for exploration and travel as a top discretionary expense.Takeaways Travel remains a top priority for consumers in 2025. A consumer survey indicated a 9% increase in travel spending. India shows the highest expected growth in travel spending at 14%. Social media is becoming a trusted platform for travel bookings. The online travel sector is projected to grow significantly in 2025. The hotel industry is on track to reach nearly a trillion dollars in revenue. Airlines are expected to see steady growth, with a focus on premium services. Consumer optimism about travel spending is high despite economic uncertainties. Exploring new destinations is a key travel goal for 2025. The travel industry is adapting to changing consumer preferences and behaviors.

In a captivating conversation, Sarah Kopit, Editor-in-Chief of Skift, shares her insightful travel philosophy shaped by her upbringing in a travel-loving family. She discusses her shift from hectic business trips to serene, family-focused vacations. Minimalism in packing and sustainable travel practices are key themes. Sarah reflects on blending adventure with relaxation while traveling with kids, the shift in priorities and experiences post-parenthood, and the significance of meaningful souvenirs that foster cultural connections.

Jason Clampet, Skift’s Chief Product Officer, shares his insights on travel with Rafat Ali. They discuss the importance of a relaxed travel mindset and balancing local with international trips. Jason's pet peeves about hotel usability spark interesting debates, especially regarding practical bathroom features. They cover culinary experiences, emphasizing the joy of local dining. The conversation also delves into the evolution of travel habits and the value of souvenirs, with tips for navigating new destinations and staying fit on the road.

Join seasoned travel writer Colin Nagy, known for his insightful views on authentic hospitality, as he dives deep into the essence of meaningful travel. He shares how travel shapes personal growth, emphasizing the importance of genuine experiences over influencer aesthetics. The chat covers his love for culinary delights and vibrant airport adventures, navigating luxury travel, and the charm of cities like Hong Kong. Colin also discusses overcoming language barriers and the art of traveling light, making every journey more enriching.