GOOD MORNING READERS. |
The big news from the tech world may have massive implications for travel. ChatGPT is adopting Google Search’s approach to ads. Instead of pay-per-view, it’s pay-per-click. Meaning - vitally - travel operators can now compare like-for-like data when assessing performance of ads. And, most importantly, where to invest next. |
Early data on hotel ads shows OTAs like Booking.com taking half of all ad appearances with Airbnb and Expedia well behind, and hotel chains barely registering. The big aggregators will doubtless be racing to treat ChatGPT as a potential new performance channel. The key question is whether a click from a ChatGPT conversation carries the same commercial intent as a Google search click, or if it leads to softer sales. |
It may be the perfect time for Booking.com to pivot marketing efforts, as a lawsuit in Italy claims the OTA is rewarding high-spenders through elevated search listings. |
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Women Leading Travel Forum |
350 senior women in travel. Three days. Real deals. |
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June 8-10 | The Ritz-Carlton, New Orleans
Prices increase May 11. Register now. |
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BLOOM HOTELS + SKIFT |
Bloom prioritized profitability before scale, defying India’s growth-at-all-costs travel tech playbook. As it expands, the challenge is maintaining product quality and margins at scale. |
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Travel marketing is being rewritten in real time — and most brands are still playing by the old rules. See what 10 industry leaders are doing differently. Get the report. |
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CHART OF THE DAY |
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Skift Research’s Global Traveler Mindset and Trends 2026 report brings together insights from traveler surveys across Latin America, the Middle East and North Africa, Asia, Europe, and North America to provide a unified view of how travelers are thinking, planning, and booking in today’s environment. |
Travel demand remains resilient, but spending behavior is becoming far more selective. Faced with rising costs, travelers are protecting their trips by cutting back first on discretionary spending such as luxury goods and dining, rather than reducing travel altogether. That makes pricing strategy more dependent on the interaction between demand strength and price sensitivity. |
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SKIFT TRAVEL 200 |
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How are public travel companies performing around the world? The Skift Travel 200 pulls the data you need to understand global market movements. Paid subscribers get full access here. |
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See more essential travel news in your search results. |
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