How travel industry site Skift survived the pandemic

Brian Morrissey interviewed Change CEO Rafat Ali about how the travel industry site survived during COVID and is now growing.

Morrissey writes, “Travel was historically broken into sectors – flights, hotels, cruises, meetings – but that’s not how consumers approached the category, so Skift took the POV of people, not vendors.

“Media and data make sense together… on paper. In media, the cliche ‘Uber for X’ pitch is the ‘Bloomberg for X’ pitch. Using publishing as a top of the funnel for a high-priced, recurring revenue data business is a business school case study. The problem: These are very different businesses to staff and run. Skift originally cast itself as a ‘travel intelligence company,’ but ended up being a media company.

“Covid expanded the talent pool. Skift used the pandemic to become a permanently distributed company. As it has hired people back, of the 20 people brought on, only one has been based in New York City. That’s led to a great expansion of its talent pool, not to mention a lower cost base. ”

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