Skift Global Forum 2025: What really matters in travel shopper marketing

By Tiago Relvao, Business Development Director at Platform 195

Walking into this year’s Skift Global Forum in New York, I could have bet money on what the big theme would be, and yes, AI was everywhere. From generative content to agentic systems, every session I attended found a way to reference artificial intelligence. It was impossible not to feel both the energy and the uncertainty around it. In hallway conversations and panels alike, I heard people wrestling with the same question, how much is hype, and how much is real?

For me, the answer came less from the headline-grabbing claims and more from the quieter reminders of what actually moves the needle in travel, partnerships, content that inspires, and strategies that meet travellers at the point of purchase.

Partnerships & distribution

What struck me throughout the was how consistently the conversation came back to something I see every day in our work at Platform 195, the power of partnerships. The direct-versus-indirect debate will never go away, but it was clear across sessions and side conversations that distribution partners are rightly being reimagined, not just as booking pipes, but as true marketing channels.

That reframing has huge implications. I had one conversation where someone put it bluntly partners are the new publishers. And it’s true, the smartest brands are already running co-marketing campaigns that amplify reach, tapping into richer data for sharper targeting, and showing up right at the exact moment of traveller intent. For me, the forum was a reminder that the most effective strategies aren’t about choosing between direct and partner. They’re about building smarter collaborations that drive both reach and performance.

Video is the quiet achiever

If AI dominated the conversation, video was the undercurrent I kept noticing with several brands showcasing how video content drives measurable results. The signal was clear, travellers don’t just want to be told, they want to see and feel.

In my conversations with tour operators and hoteliers, I heard repeatedly how story-driven video is impacting conversion rates. At Platform 195, we’ve seen this firsthand. Professional, authentic video doubles performance compared to static content.

As AI accelerates content production, it’s high-quality video (and all content for that matter) that will stand apart, both as a performance lever and as a brand-building tool.

Retail media is still an untapped advantage

Obviously in my line of work this is something I see everywhere. Even when the phrase “retail media” wasn’t used on stage, I could read it clearly between the lines. Monetising attention at the point of sale, turning distribution into advertising environments, and building visibility within booking flows is a massive opportunity that still remains largely untapped in our industry.

Several leaders I spoke with shared experiments in co-funded campaigns and branded placements that felt seamless, not intrusive. That’s how it should always be. Don’t treat partners as shelf space, they are shared storytellers that you can collaborate with to drive demand together.

The balance of human vs AI

For me, the biggest takeaway from Skift was this, the AI era will change how we work, but the fundamentals of success in travel marketing remain deeply human. AI will optimise and automate, but it can’t replace creativity, trust, collaboration, or the emotion that makes someone say yes to a trip.

That’s why the levers that matter most are still the same. Strategic partnerships decide how far your brand travels. Video does the heavy lifting of inspiring people to imagine themselves in the story. And the smartest co-marketing isn’t just about presence, it turns channels into places where real demand is created.

Be bold and stay focused

One of the most talked-about moments of the forum was Airbnb’s announcement to deepen its move into hotels. It was bold, but also tangible, a reminder that real progress isn’t about buzzwords, it’s about strategies that make a measurable difference.

I liked Brian Cesky’s session. I always do. Being honest though, I prefer last year’s when he talked about retail media and the massive revenue opportunity that sponsored listings presents. I suppose it’s obvious given my line of work but worth noting that his words last still ring true today.

Anyway, the overarching mindset I left New York with was this, focus less on the noise, and more on the levers that truly move travellers to book.

At Platform 195, that’s exactly where we’re doubling down, helping customer tell stories that inspire, create partnerships that perform, and monetise media that delivers results. We're layering in AI tools as we go, but the focus stays on the end result, how can we deliver smarter and more powerful solutions to customers.

If you're looking for help across monetising your media and creating powerful partnership propositions, get in touch today!