41% of U.S. travelers keep checking prices after they book a hotel, new Skift and McKinsey & Company research found. 51% of travelers have switched hotels after seeing a better option on social media. hubs.li/Q04CdZld0

The toll of extreme heat is mounting. Europe’s tourism industry, on a continent largely resistant to air conditioning, must figure out how to adapt — as a matter of safety, not just comfort. hubs.li/Q04C70j00

Mark Zuckerberg called travel one of the 'top use cases' for @Meta's artificial intelligence agent, Muse. He is also weighing ways for Meta to earn a share of what it helps people book. hubs.li/Q04C3Csy0

Inbound travel to the U.S. from overseas markets continued to slide in September, dropping 4.3% from last year to 2.7 million arrivals, according to data from the National Travel and Tourism Office. TLDR: 13 of the top 20 markets posted declines.   hubs.li/Q04Bvm5B0

Airlines are turning to celeb chefs to give premium cabins a makeover without having to replace a single seat. These partnerships allow carriers to tap established culinary reputations while refreshing the onboard experience. See what they’re serving: hubs.li/Q04BtK3N0

Inbound travel to the U.S. continued to slide in September, dropping 4.3% from last year to 2.7 million arrivals. The data shows a pullback in travel from some of the largest markets for U.S. tourism, with 13 of the top 20 markets posting declines.   hubs.li/Q04Bs8900

Cruise lines and live events are giving influencers insider access to reach young audiences. Certain partnerships have sparked backlash from paying guests. So far, no one is measuring what that costs. hubs.li/Q04yZGSn0

Meta’s new AI agent, Muse, has arrived with a small promise and big implications. Skift tested the promise, and the specifics of how it carries out travel searches and bookings matter. Because there’s no unified path, but two separate approaches. hubs.li/Q04xcg1z0

Supply chain woes have long blocked the uptake of SAF, but United Airlines’ Scott Kirby sees potential in corn and soy currently grown for biodiesel. He wants more government support to firm up the industry — but criticized Europe’s approach. hubs.li/Q04x5mfr0

Travel companies have spent years worrying about losing customers to online travel agencies. The bigger threat was already in the wallet. hubs.li/Q04wL0rW0

The U.S. State Department is making moves to lift restrictions around online passport applications.  It acknowledged that renewals have “often been a challenge” for Americans abroad, but said changes should “significantly” accelerate processing times.  hubs.ly/Q04vyMKz0

As independent theme parks shutter and Six Flags sheds assets to pay down debt, Dolly Parton’s privately-held, non-franchise park is in the midst of a $500 million expansion. Here's why: hubs.li/Q04vrWZD0

Most travelers say sustainability matters. Most don't pay for it. Our take: the biggest opportunity is converting high-intent, low-spend "green talkers" with pricing built around that range — not just defending travelers who already pay. hubs.li/Q04tD-8b0

From Sapporo to Riyadh, airlines are getting bolder with their long-haul route bets and using efficient widebody jets to test markets that may once have seemed too niche. See a roll call of the new routes landing before the end of the year: hubs.li/Q04tWfzL0

Iceland spent 15 years trying to fix overtourism. A solar eclipse undid it in 1 weekend. It will strain Iceland’s infrastructure, but tourism leaders are betting it can also convince travelers their next trip doesn’t need to be during a Reykjavík summer. hubs.li/Q04swLxg0

Aman built its business on luxury and discretion. When it turned away a YouTube-famous travel creator who had come to review one of its resorts, it lost the plot – and control. hubs.li/Q04slblR0

Cruise ships. Fast food chains. Traffic lights. Buildings taller than a coconut tree. Nevis has built its tourism brand on a list of things it refuses to allow. Its Premier is candid about what's worked, what hasn't, and the bet the island is making. hubs.li/Q04skTRG0

After a 12-year campaign, Mount Olympus is now a UNESCO World Heritage Site. Tour operators welcome the designation as a boost to tourism — and environmental protection.  But recognition is the easy part. Protecting what's special is the real work. hubs.li/Q04rrdxr0

India is compensating for shrinking marketing budgets by giving its airlines a bigger role in selling the country overseas. But this alone won't fix the structural challenges that continue to hold back inbound tourism. hubs.li/Q04ry_cw0

The travel industry bet billions that the 2026 World Cup would bring throngs of international travellers to North America. Instead, it got lower hotel occupancy, price spikes, and fewer travelers. It’s a warning the United States shouldn’t ignore twice. hubs.li/Q04qTDPY0