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In two weeks, Skift Asia Forum returns to Bangkok. The room is full, the stakes are higher, and the conversations won’t be theoretical.
This is not a passive conference. Senior leaders across airlines, hospitality, platforms, and investment are making decisions in real time as Asia’s travel system absorbs demand shocks, capacity constraints, and rapid technological change. There is no clean narrative right now — growth is uneven, demand is fragmented, and AI is scaling without yet proving clear economic advantage.
Asia is where global travel assumptions are being rewritten fastest. From super-app distribution and AI-driven workflows to experience-led demand and shifting source markets, the region is not following global trends — it is stress-testing them.
These are the themes and pressure points shaping the agenda in Bangkok.
Act 1: The New Demand Map
Where is growth actually holding — and where is it overstated?
Leaders from Agoda, Minor Hotels, Trip.com Group, and others examine AI readiness, premium demand, and the constraints shaping supply, distribution, and growth.
Act 2: The Battle for the Traveler
Control is no longer linear. Booking, influence, and loyalty are fragmented across platforms, brands, creators, and AI-driven discovery layers.
Operators, investors, and builders test assumptions against reality — including super-app dynamics and Skift Research’s live Mythbusters session.
Act 3: The Next Operating System of Travel
This is the execution layer — what is already changing inside the industry.
AI in operations, shifting hotel performance across Asia, and traveler expectations evolving faster than commercial models.
What Becomes Visible in the Room
Across the day, one pressure point keeps resurfacing: the industry is simultaneously chasing midscale volume and premium yield. Both are valid, both are accelerating, but they don’t run on the same economics — and the gap is becoming harder to ignore.
The closing conversations zoom out to a bigger question: What actually holds up in a market that’s changing faster than it can stabilize?
Because the real question isn’t just what’s happening now, it’s what will still make sense a year from today… and what won’t.
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