Media and PR

Many travel brands across various sectors of the industry have experimented with producing virtual reality content. The format is likely to remain a niche attraction until more consumers buy, and actually use, virtual reality headsets.

WAYN was a mini-Facebook of travel before there was a Facebook. Unfortunately for WAYN, competing with the giant social network for travelers' attention and a plethora of discovery apps is a struggle for any company.

Agility and speed in adapting to a rapidly changing digital world will define tomorrow's competitive landscape in travel. Take our survey to understand the big questions now facing the industry.

Lots of "likes" and "shares" look good in a marketing campaign reports. But did they lead to meaningful actions by the audience? It's time for social media metrics to get more scrutiny from travel marketers.

Originally, the idea for this story was to find the top 25 travel virtual reality experiences, but there aren't many quality pieces of content right now. It looks like travel companies are making all the same mistakes they made with blogs and online video again, just in the virtual reality space this time. More experienced content creators, however, are finding ways to push the medium forward.

Social media is becoming big business. If you need proof, just look at American Airlines, which is devoting millions of dollars to making sure travelers say good things about them online.

There's billions of location-specific insights hidden inside travelers' Instagram photos, Tweets and TripAdvisor reviews. All travel marketers need to do is "connect the dots."

The Skift Editorial team is now 10 strong, bringing you unparalleled coverage of the travel industry and traveler trends.

Flight searches have never really "worked" on mobile. There's simply too much detail involved with purchases to make it worthwhile. Virgin America's new mobile search interface hopes to change that.

Savvy travel marketers understand that using virtual reality isn't enough. This technology demands new, compelling content that suits the medium.