News Summary

• The travel industry is racing to embrace AI, but still struggling with fundamental questions of trust, coordination, and commercial returns.
• We surveyed executives at Skift Global Forum 2026 to understand where the industry sees opportunity and where its biggest concerns lie.
• AI is forcing travel companies to make difficult choices about technology and customer relationships.
• Hospitality brands are pursuing premium demand while facing questions about affordability, travel companies are experimenting with new revenue models, and growing uncertainty is exposing weaknesses in the industry’s response to disruption.