What 7,000 Travelers Reveal About Where Demand Is Heading
New Skift Research data across five global regions reveals a travel market divided by intent, constrained by geopolitics, and let down by loyalty programs that influence travelers without retaining them.
The findings, drawn from around 7,000 respondents across Asia, Europe, Latin America, the Middle East and Africa, and North America, point to a market growing in aggregate but diverging sharply beneath the surface.
MENA Leads Uneven Global Demand
Travel intent varies by 25 percentage points between the most and least enthusiastic regions. MENA leads at 86%, while European travelers, often assumed to be the industry’s most reliable base, trail at 61%.
Intent alone, however, does not tell travel companies where to focus. Our analysis synthesizes intention to travel with its importance to the travel
