insights lab
explore how data and AI can empower people, places + ideas
How travel is building AI.
Skift Data + AI Summit.
AI models have gotten good. The real work is the hard part: rewriting the organization. The harder work is in rewiring mindsets to see what’s possible and act on it.
Everyone is now a data + AI user.
Four I’s of Destination Intelligence Arc: Initiate. Internalize. Integrate. Interoperate.
Our four-level framework, Destination Intelligence Arc, describes where organizations are on their journey from data-driven to insight-driven and beyond. Toward a state where AI runs the work and data flows freely.
Tourism is additive.
Meaning that compounds.
Our latest exploratory research revealed that for many, travel along the U.S. Civil Rights Trail is more than visiting places. Travel is about connection, empathy, and discovering what truly makes an experience meaningful. Here’s what travelers told us.
Reflections from Davos.
Why empathy, hunger, and decency are your competitive edge.
I went to Davos expecting conversations only about geopolitics and AI. I came home thinking about what it means to stay human in a world surrounded by technology that is accelerating faster than we can predict.
AI in 2026.
From novelty to operating model.
AI is a platform. The hard part starts now. Unlocking real value will take time. The winners will be those who understand that AI is a human technology.
Stop shopping for AI tools. Start building your AI operating muscle.
Move beyond permanent pilots.
The next competitive edge will come from those who integrate AI into workflows and move from permanent pilots. We lay out five practical recommendations to build your AI operating muscle.
When data fuels collaboration.
What is the ultimate KPI?
What if the next breakthrough for your destination came from a simple shift: moving beyond "more metrics" to a people-centric leadership and letting data connect the work and build a partnership engine?
Strategy as an always-on process: lessons from Arlington.
Stop the handoff. Build forward together.
Arlington chose purpose, ecosystem thinking, and experimentation, turning a downturn into a living strategy and a cultural and economic engine.