The Guest Is Evolving, and the People Who Host Them Are Planning Well Ahead

At Skift Global Forum 2026, the executives who shape how Americans travel gathered together and committed to the future of the people they serve. They were looking years ahead, at a guest whose tastes and expectations keep shifting. Seen side by side, their strategies had a great deal in common. For anyone who judges a trip by where they sleep and where they sit down to dinner, it's a welcome sign that the industry is putting the guest at the center of its plans.

With reporting from Skift.