Media and PR

From what we've seen so far, travel brands with Super Bowl teasers are staying away from the culture wars and focusing on sending neutral messages with universal appeal. And while it's important to draw attention to certain issues, it's refreshing to watch light-hearted advertisements, too.

The Priceline Group's new emphasis on TV is unpleasant news for metasearch enterprises such as Trivago, Google, and TripAdvisor. The TV ads are an online travel agency version of a direct-booking campaign.

Virtual reality continues to evolve as a media format. Vendors and developers are making new concessions based on how consumers use the technology, and the high costs associated with creating 360-degree content.

These 10 Skift stories got the most clicks in 2017, and none were clickbait. The list shows Skift readers love hotel and online travel stories, original reporting, analysis and breaking news.

Our favorites of the year were stories that you could find nowhere else. Each featured hours — or months — of phone calls or in-person interviews, and provided insights about an important development or trend. Each of these talented journalists, you could find nowhere else, either.

Built-in maps of airport terminals are certainly useful for iPhone users. But this new feature has a long way to go in terms of airports included and the granularity of information available, before it becomes a mainstay for frequent travelers.

Travel brands are increasingly standing up for the values they share with their customers—and are finding that doing so offers new ways to connect. Brands with an authentic voice make the greatest impact as the market continues to reward the risk takers.

Millennials are often perceived as being totally closed off to the idea of travel agents. However, if the right message is put out there in the right way, these younger travelers are apt to sign on with a travel agent to help them plan the unique, memorable experiences they crave.

Video is one of the most powerful influencers in the visual decision making process, allowing audiences to experience destinations in a unique, personal way.

Many avid travelers and destination marketers look forward to these where-to-go lists and the Times wants to make its list more engaging and relevant to its readers. Sending a reporter to 52 places in 52 weeks sounds like a stretch, but there's no doubt many travelers will enjoy following the person who will have one of the world's best jobs.