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LUFT is a New York based research firm covering emerging and influential travel trends and brands. We focus on the fundamentals with reactive research, expert views, and a deep network of travel industry professionals. In addition to a premium subscription service and custom engagements, LUFT runs a proprietary insights tool and methodology called Quest360, a question-driven approach to understanding developments in the market.


It’s been 20 years since the birth of online travel, over ten years since the birth of mobile computing, 15 years of social media, ten years of personalization, over ten years of peer-to-peer rentals, and just under ten years for ridesharing. Online bookings are now pervasive. Rentals are not really P2P any more, and ridesharing isn’t really ride sharing. Facebook monopolizes social media. Organic traffic is now paid traffic. It’s no longer the Wild West. The rules of the game are set. Time to seek blue oceans, again.


QuestCast is our voiced insights series.



Travel marketplaces are our specialty.

Google will transform local commerce. Learn about the implications for online travel and tours & activities industry.



Questions are the answer. Learn about QUEST360, our query-driven approach to tracking travel industry trends.



Platform evolution.

This is your go-to report highlighting TripAdvisor’s competitive position in online travel.


Travel is no longer a zero-sum game.

All manner of local businesses will soon become online bookable on Google. Learn about the implications and the ecosystem. Access our Reserve with Google connectivity partners database.

Sizing opportunity.

Assessing market opportunity for tour operators.

LUFT worked with a large U.S. based guided tour operator to assess potential to expand into new experience categories. The client, an established brand with a loyal but aging customer base, wanted to diversify its overall offering by adding fresh product aimed at a younger demographic.