On September 22, 2026, as part of Skift Global Forum in New York City, Skift will convene 75+ senior decision-makers for the inaugural Skift Creator Summit, a closed-door strategy forum for the leaders who see what creator-led discovery is doing to travel demand. Skift Research’s Global Traveler Mindset and Trends 2026 puts social media at 36% of trip discovery against search’s 41%, a five-point gap and closing. Among the travelers setting the pace, Millennials and Gen Z, it disappears: Skift Research’s Social Commerce in Travel found 57% cite social media as a top planning source, more than six times the next-closest channel. Coverage of how they sell is almost nowhere, and selling is where the margin is relocating: affiliate rails, in-app booking, creators running trips as tour operators, creators advising as licensed agents. Content vs. Commerce: Where does influence end and the transaction begin, and which content actually closes a trip?