The State of Travel Is Getting Harder to Control
In this Skift podcast, Sarah Kopit and Seth Borko discuss the creator economy's impact on hotel brands and Skift Research's State of Travel 2026 report. The Aman controversy highlights the need for hotels to adopt new strategies for independent reviewers. The Travel Stack framework maps changes across consumers, commerce, operations, and experiences.
Impact and considerations
Hotel brands must rethink relationships with creators and independent reviewers as traditional PR models fail. The Travel Stack framework offers executives a structured lens on industry transformation.
Key points
- The creator economy is disrupting hotel brand reputation management, with the Aman controversy highlighting the need for new strategies.
- Skift Research's State of Travel 2026 report introduces the Travel Stack framework.
- Hotels and travel brands require updated playbooks for engaging independent creators.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 14 Aug 2026, 16:00
- Page published
- 15 Aug 2026, 08:09
- Last updated
- 14 Aug 2026, 16:00
- Original links
- Skift Feed：The State of Travel Is Getting Harder to Control (opens in a new tab)Primary source · en · Published 14 Aug 2026, 16:00