Step right up and see the future.
Every December, Skift's editorial team ventures into risky territory: predicting what the travel industry will be obsessing over in the year ahead. There's a fair amount of hubris there, of course. The future rarely cooperates – it reminds me of that old Yiddish saying about God and plans.
But in a business as big as travel, the exercise itself is telling. It shows why we're worried, what we're hoping for, and what we won't stop arguing about around the water cooler (virtual or otherwise).
In this year's Megatrends, we foresee an industry that's of two minds – both restless and resigned.
Restless because we all know, a) massive change is coming, b) sooner than we think and, c) whether we like it or not. AI is rewriting marketing, cars are driving themselves, and startups are being coded by prompt, not Python. Resigned because some long-promised miracles — sustainability, affordability, and America's welcome mat — are fading under the weight of politics and price tags.
The United States, once the ultimate aspirational trip, has lost a bit of its shine. The "affordable luxury" market has turned into just plain old overpriced luxury. The OTA giants are looking suspiciously mortal. Even the party crowd has started ordering mocktails.
The tone of 2026? For many, the hangover has arrived.
Yet amid some discomfort, there's still much hope and innovation. Cities are reinventing themselves as Live Tourism capitals. Trains are back. Entrepreneurs are coding their way into increasingly creative travel niches.
If there's a unifying theme, it's that travel — as always — adapts. It reinvents itself. When the world gets weird (and it is very very weird right now), we find new ways to move through it. So read on, skeptically if you must. If history holds, the future is a terrible listener — but it's always booked solid.
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