Kate Irwin is the Managing Director for EMEA at Skift. In this episode, she discusses her thoughts on the evolution of travel, one of the world's largest industries, with Host Simon Hodgkins. Kate shares an insightful, engaging, and informative discussion about the challenges, innovations, and opportunities facing the travel industry today and how Skift is helping leaders stay ahead of the curve. 

Translating Global Trends into Regionally Relevant Insights 

With a background spanning major travel brands such as Cheapflights and Momondo, Kate Irwin has spent over a decade shaping commercial strategy and delivering growth in the travel sector. At Skift, she leads the EMEA region, translating global trends into regionally relevant insight and helping industry professionals make strategic decisions. 

Interestingly, Kate's entry into travel wasn't planned. "I stumbled into it," she shares with a laugh. A publishing role opened the door to the travel space, and she never looked back. "Once I was in, I was in." 

What Makes Skift Stand Out? 

Skift has become the go-to platform for global travel intelligence. Described by many as "the daily homepage for the travel industry," the company blends trusted journalism, rich research, high-profile events, and strategic content to provide unparalleled insights. 

"What makes Skift different," Kate explains, "is our ability to cut through the noise. We go beyond the headlines. We offer context and perspective that helps people really understand what's happening in the industry." 

Skift doesn't just report the news; it defines what matters. 

Operating Across Europe, the Middle East, and Africa 

Operating across EMEA presents a tapestry of unique challenges and opportunities. Kate points out that the post-pandemic recovery has not been uniform. 

● Europe is recalibrating, with travelers seeking value, flexibility, and sustainable options. 

● The Gulf is experiencing "hyper-growth," fueled by investment and ambition.

● India is emerging as a future travel superpower. 

Despite differences, one theme is consistent: travel is now being recognized as a key economic driver in many regions. 

Fierce Independence, Deep Trust 

Skift's business model is grounded in editorial independence. While commercial growth is vital, the integrity of its content is never compromised. 

"Clients come to us because we hold a high standard," Kate says. "They know we won't just hand over the mic. We're not here to fill space with logos. We're here to provide clarity and context." 

This commitment to quality builds trust, a rare commodity in a digital world full of noise and short-term wins. 

Building Global Relevance, Locally 

One of Kate's core responsibilities is bridging global insights with local nuances. How? 

● Spending time in the region 

● Listening to on-the-ground voices 

● Understanding cultural context 

● Hosting events in key markets such as India and the UAE 

Though Skift operates in English, Kate hints that translation and localization may be in the cards. "We'll get there," she says, "but we want to do it right." 

From Destinations to Experiences 

Perhaps the most fascinating insight from the episode was a significant shift in how people approach travel. According to Kate, we're moving from a "where can I go?" mindset to a "what do I want to experience?" one. 

Think: I want to ride a hot air balloon at dawn. Where can I do that? 

This shift has profound implications, from how destinations are marketed to how tech and AI are integrated into the user journey. 

AI, Predictive Tech, and the Next Travel Frontier 

Kate is particularly excited about predictive intelligence—the potential for travel brands to understand what a traveler wants before they even articulate it. She envisions a future where AI enables truly personalized, seamless experiences: "The hotel doesn't just know you like to swim in the morning; it has your slot booked and your towel waiting." But we're not there yet. "Right now, we're scratching the surface." 

Expanding the Skift Ecosystem 

Skift's growing portfolio includes verticals like Airline Weekly, Skift Meetings, and the newly acquired Skift Advisory, a consulting and benchmarking arm. These additions deepen Skift's ability to deliver operational insights across all levels of the travel business. 

"We're going from trend-level to the tactical," Kate explains. "It makes perfect sense."

On Mentorship and Purpose 

Beyond business, Kate is a passionate advocate for mentorship and purpose-driven travel. Her involvement in organizations like AWT and BHT reflects a belief in expanding access and creating meaningful impact through travel. 

"Mentorship isn't just about sharing knowledge," she says. "It's about access and support."

We Are Only Getting Started 

What keeps Kate inspired? 

"It never stands still," she says. "Even after eight years at Skift, I feel like we're just getting started. The opportunity, the pace, the people—it's all incredibly energizing." 

For anyone working in or fascinated by the travel sector, this episode of VistaTalks is a must-listen.