IHG’s Champagne Problems: Scaling Luxury Without Blurring Brands
For years, IHG was a midmarket powerhouse, with only InterContinental as a luxury side hustle. Now it has five luxe brands, but it must differentiate carefully.
Future of Lodging
As the lines continue to blur between hotels and short-term rentals, Skift is focused on the technology and the consumer behaviors that are driving this. Follow our coverage across the wide world of lodging, from traditional hotels and motels to urban short-term rentals and traditional vacation rentals.
Marriott CFO: Year-End Softness, Sonder Lessons, and 2026 Rebound
Marriott appears unfazed by a fourth quarter that's trending softer and by Sonder's collapse. Its message instead: the strategy holds, luxury and group bookings are resilient, and 2026 might look better than many expect.
Marriott Unveils St. Regis Estates as Brand Extension, Talks Luxury Strategy
Marriott's brand extensions like the new St. Regis Estates and recent Ritz-Carlton Yacht Collection show how the company aims to grow in ultra-luxury without diluting its brand equity.
The Great Reinvention of Hotel Loyalty
Hotel loyalty is evolving from a points program into a personalized, experience-led, AI-powered ecosystem and the brands that embrace this shift will unlock deeper engagement, stronger direct bookings, and more enduring guest relationships
TUI Adds Hotels in Africa as Travelers Look Beyond Europe
Africa’s hotel boom is real thanks to growing demand for alternatives to overtourism, and TUI’s expansion signals confidence. But the long-term test will be whether TUI can convert pipeline optimism into actual openings.
Hotel Giants Race to Add Rooms: Marriott in the Lead, Hilton Gains Ground
Marriott's dominance in hotel room count remains secure. But changing growth rates across the major hotel groups create shifting power dynamics.
More Clarity, More Experiences: What’s Next for Hotel Loyalty
Hotel loyalty programs are shifting to greater transparency, more experiential moments, and deeper digital integration to adapt to AI trip planning, says Skift Research.
Accor Revamps Pullman Brand in Premium Hotel Push
Writing about hotel brand relaunches is a bit like writing about ballet performances. It's hard to capture in words, but some approaches are definitely more technically sophisticated than others.
Sonder’s Final Days: Marriott Lays Out the Timeline in Court Docs
In court filings, Marriott claims that Sonder sought up to $50 million in emergency funding while allegedly threatening to strand thousands of guests unless Marriott paid up.
Hilton Overhauls Loyalty Program: Adds Top Tier, Lowers Bar for Status
Hilton is undergoing its biggest loyalty overhaul in years, placing the company deeper into a race to keep travelers in the fold.