> **来源：[研报客](https://pc.yanbaoke.cn)** ```markdown # Summary of Skift Research's State of Travel 2026 Report ## Core Content This report from Skift Research provides a comprehensive overview of the current state of the travel industry in 2026, emphasizing the shift toward **travel intelligence** and the role of **artificial intelligence (AI)** in transforming how travel is planned, booked, and experienced. It introduces a new framework called the **Travel Stack**, which organizes the industry into four key layers: **Consumers, Commerce, Operations, and Experiences**. Each layer is examined for its changing dynamics, strategic implications, and key decisions that travel leaders must make. ## Main Viewpoints - **AI is now a habit** in travel planning, with 62% of global travelers familiar with AI tools. High-income travelers are more likely to use these tools. - **Travel is becoming more personalized**, with AI enabling tailored experiences and real-time data-driven decision-making. - **Sustainability and authenticity** are increasingly important to travelers, influencing their choices and the value proposition of travel brands. - **Demographic shifts** are reshaping the travel landscape, with Gen Z entering the workforce and millennials becoming parents, altering travel priorities and behaviors. - **Global economic uncertainty** is impacting travel spending, but luxury travel remains strong across regions. - **Geopolitical instability** is affecting travel patterns, with certain regions experiencing declines due to events like the Iran War and localized health crises. ## Key Information ### The Travel Stack Framework The report introduces the **Travel Stack**, which consists of four layers: 1. **Consumers**: Who is traveling? - Focuses on demographics, psychographics, economics, and regional markets. - North Star: Remain relevant to a fast-changing audience. - Permission to Exist: Permission to capture value by owning customer relationships and pricing power. 2. **Commerce**: How do they book? - Highlights the importance of visibility, distribution channels, and personalization. - North Star: Create brand trust and build loyalty across new and existing channels. - Permission to Exist: Permission to transact. 3. **Operations**: What is being offered? - Examines brand positioning, execution, and margin. - North Star: Operational excellence requires energy and investment. - Permission to Exist: Permission to be discovered. 4. **Experiences**: Why do they travel? - Focuses on status, infrastructure, and overtourism. - North Star: Authenticity above all; emotion and experiences as decision drivers. - Permission to Exist: Permission to influence choice. ### Travel Trends - **Live tourism** is booming due to shorter attention spans and a desire for guaranteed, immersive experiences. - **Culinary and adventure experiences** are becoming the most popular activities for travelers. - **Gen Z** is becoming a key demographic, but they are less engaged with travel compared to millennials. - **Baby boomers** are increasing their travel spending, driven by retirement and a renewed focus on travel. - **Luxury travel** remains strong, even as prices rise, with different preferences across regions. ### Strategic Decisions - Companies must decide whether to **focus on new customers** or **deepen relationships** with existing ones. - Brands should consider **repositioning** to align with evolving consumer values, such as wellness and sustainability. - **Geopolitical risks** are a growing concern, requiring travel businesses to adapt their strategies and consider flexibility in bookings. - **Investment in AI** is critical, but it must be used to enhance human interaction rather than replace it. - **Economic shifts** are creating a K-shaped market, where luxury demand is strong but affordability is a concern for others. ### Case Study - **Priceline's Penny** has evolved into an AI agent system that plans, compares, and books trips in one conversation, leading to higher engagement and fewer support contacts. ### Skift Take - While AI has become a standard tool in travel, **trust remains a key bottleneck**. Brands must find ways to use AI to remove friction while still allowing travelers to retain control. ## Conclusion The **State of Travel 2026** underscores the importance of **adapting to AI**, **understanding shifting consumer behaviors**, and **responding to global economic and geopolitical challenges**. It highlights that the travel industry is evolving rapidly, and businesses must stay agile and innovative to remain relevant and competitive in the years ahead. ```