Good morning, readers.

Anthropic wants to help the travel industry personalize guest experiences and operations. The top 1% of hospitality has become its own universe. And Vrbo is now letting guests add photos to property reviews.

Travel Technology

Adriana Lee

Travel Tech Reporter

Image by Skift

Anthropic Wants to Personalize Travel More

Anthropic head of Americas Kate Jensen said at the Skift Global Forum East she thinks the travel industry can benefit from building its own AI agents.

"[There's] a huge opportunity for travel to become far more personalized, far simpler for everybody planning a very complex trip and hopefully far more focused on personalization," Jensen said.
Jensen said she sees potential for hotels to use Anthropic's Skills feature to build a database to recognize recurring guest requests.
Anthropic is also focused on developing its browser to help companies employ an agentic system that can work across both legacy and new software.

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Event | December 3

Up Next: Skift Aviation Forum

Next up for Skift Live is Skift Aviation Forum in Fort Worth on December 3 bringing together global aviation leaders to discuss the future of air travel. Join us for a day of sharp insights, bold ideas, and essential networking. Early bird prices end soon on November 5 at 11:59 p.m. ET.

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Luxury

Image by Aman Hotels

The Ultra-Luxury Breakaway

While some parts of the travel industry are facing weak demand, Skift columnist Colin Nagy writes that the ultra-wealthy operate in a completely different economy.

That means a total rewrite of service: Today's ultra-high-end guests expect their property to maintain a deep dossier of their expectations.
At $15,000 a night, the old amenity wars — champagne, pillow menus — are over. Guests want evidence of obsession.
For those who can operate in this breakaway economy, these are the best years hospitality has ever seen.

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Loyalty

Report: Redefining Loyalty for the Next Decade

Rocket Travel By Agoda

Skift and Rocket Travel by Agoda outline a new benchmark for travel loyalty

Outdated loyalty models risk declining engagement and lost revenue growth
Report defines new standards for loyalty built on flexibility and value

Get the Free Report on Skift

Tourism

Dennis Schaal

Executive Editor

Image by Dennis Schaal

Vrbo Adds Guest Photos to Property Reviews

Vrbo is now letting guests post photos of their stays, which will add a dose of reality to the search experience.

Vrbo is now allowing guests to post photos of their stays, ranging from dusty vents to sunset views from the balcony.
The photos appear in three places: alongside guest reviews, in the main photo gallery along with host-submitted images, and below an AI guest summary review section.
Vrbo also announced more new features like AI property Q&As and a "Loved by Guests" badge for listings that have a rating of 9.4 or higher.

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