Unforgettable Travel Industry Highlights That Define 2024

In a year filled with news on significant ventures in the worldwide travel sector and changing consumer behaviors, it was the more intimate, personal experiences—a shave at a century-old barbershop in London, an impromptu tea in a busy hotel lobby in Delhi—that struck a chord with the Skift team in 2024. These unexpected yet subtly influential instances illuminated the lasting human aspect of an otherwise high-stakes industry. Here’s a glimpse at some of our preferred moments that shaped our collective travel diaries.

My partner and I opted to spend several days in London during the holiday season this year. Of course, there would be tea, art galleries (like Tate Modern), and a performance (Devil Wears Prada starring Vanessa Williams). However, I was particularly eager about getting a shave at Geo F. Trumper, a barber shop that has been around for more than 100 years. I appreciated calling to schedule an appointment for my first day and engaging with a real person. And the moment I mentioned I wouldn’t be needing a haircut since I lack hair was delightful.

— Lex Haris, Managing Editor

Three flights with two extremely tight connections. Even if I reached Japan, would my luggage? As I neared the baggage claim area in Tokyo, the thought of purchasing an emergency wardrobe at Harajuku’s cosplay shops loomed larger. Then something astonishing occurred. Not only did I see my bags; they were being carefully guided down the chute. A meticulously presented, yet unpretentious, airport employee was strategically positioned to handle suitcases. No unsettling thump from Samsonite colliding with stainless steel here – he even had a large pillow to cushion the drop. This was my inaugural omotenashi experience. As defined by the Japan National Tourism Organization, “It’s an inherent understanding that no task is trivial if it leads to an exceptional experience for a guest.” Rooted in authenticity, it felt like hospitality in its most genuine form.

— Gordon Smith, Airlines Editor

Following our first successful event in India, I embarked on an exploration of India’s most frequented triangle. My final destination was Jaipur, where I checked into a hotel transformed from former royal abodes along with a few Skift colleagues for several nights. Referred to as the Pink City, after a Maharaja had the entire city painted pink to welcome British Royals in the late 1800s, Jaipur features vast forts and ornate palaces to enjoy as you navigate through heavy traffic and an influx of attention. Trust is a rare commodity in India, and as an unsuspecting tourist, you need a significant amount of polite yet assertive street wisdom if you aim to genuinely experience life beyond the hotel lobby. Is it a laid-back vacation? Rarely. For those from the West, India provides a profound and humbling perspective on how the vibrant tapestry of life will never align with your expectations. Embrace it.

— Brian Quinn, VP of Editorial Events

India appears to be a focal point for many Skifters this year. The Skift team gathered in Delhi for the first-ever Skift India Summit, and it’s evident that the vibrant energy of the location made an impression on many of us. However, in spite of India’s bustling reputation, my most cherished memory from that trip was a simple one: sitting at a desk, typing away at a research report. Isn’t that what I do daily? Indeed, but what made this moment distinctive was the company beside me. My colleagues, Varsha Arora and Saniya Zanpure have, figuratively speaking, been my work companions for years. But this was the inaugural day they truly literally worked alongside me. Yes, we had crossed paths before, during retreats or at the fringes of conferences. But collaborating in the same space, on the same project, at the same time is an entirely different experience. As corny as it may sound, connection underpins the travel industry. And an increasingly digital landscape cannot substitute that. It’s a trend propelling the resurgence in group and business travel. Here’s to numerous more significant journeys, both professional and recreational, in 2025.

— Seth Borko, Director of Skift Research

After over 20 years as a journalist, not much surprises me these days, but this blew my mind. While on assignment at the Equinox Hotel in New York to gain insight into how luxury hotels leverage cutting-edge science for improved sleep, a notably low-tech approach stuck with me. At Equinox, the beds are made using the traditional Scandinavian technique – that’s two duvets – one for you, one for them. So no more passive-aggressive “good mornings” after a night of blanket theft and pilfering. So straightforward. So brilliant. I still ponder it.

— Sarah Kopit, Editor-in-Chief

My family is privileged to own a cabin in Muskoka, often referred to as the “Great Canadian Wilderness.” As expatriates residing in Berlin, we frequently hear tales of our friends’ luxurious summer vacations – spanning from Austria to Thailand. Thus, when we shared with some European acquaintances that we were heading to our cottage for the summer, their reactions were invariably of surprise and admiration. Canada?! In our industry, it’s simple to get swept up in the allure of influencers, upscale hotels, and AI-related travel recommendations. Yet, quite often, the most enchanting experiences are the simplest ones. While urban destinations such as New York and Dubai dazzle with nightlife and events, there’s an undeniable charm in the unrefined allure of nature. Post Covid, it’s evident that amidst all the excitement, people are still attracted to the tranquility of forests, the calm of lakes, and – if fortunate – a moose wandering by. Nature, in its unblemished essence, continues to exude a timeless charm.

— Oliver Martin, Senior Director, Innovation

The first time I encountered the term “coolcations,” I felt quite unenthusiastic. It was included in our coverage of Viator’s top Travel Trends from back in September. The term didn’t really resonate with me. Perhaps I’m merely a snob regarding travel jargon (*cue the eye roll at bleisure). Nevertheless, I’ve always felt a connection to winter destinations, so I’m delighted to see it well established as a 2025 Skift Megatrend. Growing up as a northeastern millennial from the 90s, I was taught to consider vacation as synonymous with the beach. It’s only after booking a one-way flight to Bergen in Norway and finding myself on a petite tour boat, gazing up at the towering cliffs of the fjords, that you grasp there are indeed more enchanting experiences than a sunburn. Thus, you venture north again, to ski Mount Tremblant on New Year’s Eve, then east to explore Iceland with colleagues, and finally west to snowshoe in Telluride. What about heading south? To the Falkland Islands? Coolcations: don’t forget your hand warmers!

— Anne Duffy, Chief-of-Staff

Alongside my two daughters, my brother, and two cousins from Israel, I traveled to Berlin in October to lay a Stolpersteine in the pavement outside an apartment building where my great-grandmother resided in 1942. Clementine Urbach, a Jewish woman, was forcibly taken to the Theresienstadt transit camp that year, then to Treblinka, where the Nazis executed her. Following the ceremony, attended by around a dozen individuals, a couple invited us into their apartment in the same building. We met their charming daughter, around nine or ten years old, who attends a Jewish school. Hebrew books filled the shelves. The Nazis extinguished Oma (grandmother) Clem, as she was affectionately known, but they could not extinguish the human spirit.

— Dennis Schaal, Founding Editor

This past May, I finally ventured to Scandinavia with my friends. It was everything we envisioned: cobblestone pathways, snug hygge atmosphere, and endless fika breaks. We were aware that May wasn’t the peak season for the aurora, but Instagram was flooded with backyard Northern Lights pictures from both the U.S. and UK. If they could enjoy it from their porches, certainly we would have a chance up north, right? Thus, we ventured out nightly, apps buzzing with “high activity” and our enthusiasm at an all-time high. The result? Clouds. Nonstop clouds. Our lowest point? Exclaiming over a “sighting” that turned out to be a streetlamp. We returned without any aurora selfies, but with belly laughs and unforgettable tales. Scandinavia, we’re planning a return — you owe us some serious celestial magic!

— Peden Doma Bhutia, Asia Editor

Travel, for all its sensory exhilaration, can often seem depersonalizing: “Please stand in this line, sir.” “Download our app to pose a question!” “Kindly undergo a biometric face scan before boarding.” That is why my experience at a quaint farmhouse inn in Portugal’s Douro Valley in February felt like a breath of fresh air. Every aspect of the experience was intimate, leisurely, and crafted with thoughtfulness. Set amidst the rugged hills above the meandering Douro River, the property included a historic stone farmhouse surrounded by scenic vistas of vineyards, horse stables, free-range chickens, and fruit trees. Upon discovering I was traveling alone, the husband and wife who managed the inn welcomed me into their home for dinner on my first evening, conversing in a mix of broken English and Portuguese between generous pours of their own vintage of vinho verde. My remaining time was spent indulging in comically large breakfasts featuring homemade jam and fresh eggs, wandering along misty hiking trails on the premises, and admiring the inn’s beautiful design elements like freshly cut flowers. In a world where our travel encounters are increasingly automated, app-driven, and digitalized, this was the ideal remedy to…
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assist in resetting and reconnecting.

— Jeremy Kressmann, VP of SkiftX

On a packed ferry to Bellagio, one of the towns along Lake Como, I anticipated the location to be crowded with visitors. Having already spent two days in Milan and an additional day in Florence, and in spite of a significant heat wave, both cities were completely filled with tourists. Attractions such as witnessing “The Last Supper” were fully booked. There were extensive queues to gain entry to the majority of museums. The sweltering 100-degree heat felt stifling. I was on the verge of dismissing the trip as a result of unfortunate timing – I had visited one of the most sought-after tourist spots in the world during its peak season. Yet, everything shifted when we arrived at Lake Como. We hired a boat to navigate the entire lake, which was likely my most unforgettable moment of the year. With villas painted in shades of pink and yellow lining the shores of the turquoise waters, I could hardly believe it was real. At that moment, I was able to finally forget about the throngs of people and the heat.

— Meghna Maharishi, Airlines Reporter

Everyone in the Northeast acknowledges that autumn is the prime season – shifting foliage, a refreshing chill in the air, an earlier dusk urging you to relax and spend more time cozied up on the sofa under a blanket. Let’s not forget this season brings the finest sweet delicacies: apple cider donuts, pumpkin spice, among others. So, I’m not quite sure why it shocked me to discover that more and more cities are looking beyond Thanksgiving and aiming to capitalize on the entire season. However, what truly surprised me even more was that traditional spooky destinations like Salem and Edinburgh, known for their histories of witches and supernatural occurrences, did not experience the largest surge in tourism this year. That honor belonged to cities such as Minneapolis, Kansas City, and Atlanta, which reported between 300% and 500%+ increases in hotel reservations for Halloween. I love a good ghost tale, and now I’m contemplating what’s taking place in Minneapolis during Halloween!

— Rachel Mines, Head of Subscriptions

In May, Jake and I borrowed his mother’s 28-year-old campervan for a fortnight adventure across Switzerland. The objective? Determine if we could genuinely reside there. Jake was considering a post-PhD position at a lab in Zurich. Switzerland was putting on quite the show. We admired mountains, kayaked on lakes, and savored cheese as if it were our vocation. Each winding turn unveiled postcard-perfect sceneries, and the notoriously cool Swiss attitude placed us somewhere between awe and pondering if we’d ever be organized enough to blend in. We cherished the structure, the passion for the outdoors, and the stunning beauty enveloping everything. By the third day, one starts to ponder why they’ve never commuted by river before. We relocated two weeks ago and are already adapting to keep pace.

— Elsa Verzijl, Client Growth Manager EMEA

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