What Destinations Get Wrong About Repeat Travelers

The travel industry has misunderstood loyalty for years. Travelers are leaving destinations highly satisfied, recommending them to friends — yet still have little intention of returning themselves. 

Skift Research’s latest report, Beyond the First Visit: The Destination Loyalty Race to Own the Repeat Traveler, highlights this as the reality for destinations.

Skift Research surveyed more than 500 U.S. travelers to discover a remarkable contradiction. Even travelers who said they probably wouldn’t visit a destination again were still l