Skift

Travel brands are facing a “more for less” moment — and nowhere is that tension clearer than in the midscale hotel segment. As inflation, debt, and deferred renovations squeeze owners, major hotel groups are racing to protect trust by cutting renovation costs, tightening quality controls, and launching new brands designed to actually work at lower price points. Travel marketing around the Super Bowl is also getting more selective. With ad costs soaring, brands are opting for sharper positioning over splashy presence — using the moment to signal product upgrades, cultural shifts, or long-term partnerships rather than betting everything on one expensive spot. And in meetings and events, planners are borrowing directly from festivals as attendees demand experiences that feel immersive, interactive, and worth sharing. From roaming performers to live artists and unexpected moments, entertainment is shifting from background programming to a core part of how events create memory and meaning. On today’s Skift Dail