Skift Global Forum 2025: A New Era Demands a New Map
September 16–18, 2025 | The Glasshouse, New York City
This year's theme is clear: "Travel 2030: People, Platforms, and New Paths Forward."
We're in an era of perma-disruption — political tension, AI breakthroughs, shifting platforms, economic whiplash, and travelers redefining what they want. The travel industry isn't waiting for stability anymore.
The most forward-thinking leaders are rewriting the rules right now — and you belong in the room where it's happening.
Navigate What's Next and Lead With Purpose
This theme captures how people, breakthrough technologies, and bold strategies are reshaping how we move, connect, and belong.
On stage, you'll hear from leaders at global brands and rising startups challenging the status quo.
Topics include:
How airlines are innovating under pressure
Navigating political and cultural upheaval, reshaping global travel
Why destinations are prioritizing sustainable tourism over pure volume
How hotels are redefining hospitality for a new generation
The role of AI, personalization, and loyalty in a fragmented marketplace
The rising power of sports, food, culture, and entertainment as drivers of travel demand and telling stories
Real strategies to make travel more regenerative
How travel continues to unite a divided world
Leading through constant change and staying ahead of the curve
Tangible Insights. Unscripted Conversations. Lasting Connections.
This isn't just another travel leadership conference — it's where big thinking meets real strategy.
The clarity, connections, and candid conversations you'll only experience at Skift Global Forum:
Frank conversations with travel's top CEOs
Clear strategies for growth in uncertain times
New connections through expert-led roundtables
Real-time insight into platforms, personalization, and what travelers want next
You'll leave with clarity, confidence, and fresh partnerships to lead through disruption and thrive.
Don't Miss Your Seat in Travel's Most Influential Room
If you're building, leading, or rethinking the future of travel, this is where it all comes together. Seats are limited, and early-bird rates won't last.
Join us in New York this September. This is not just another event. It's the forum that moves the industry forward.
Skift Global Forum: What to Expect
Now in its 12th year, Skift Global Forum has become a global benchmark for what's next in travel. Kick things off at the Opening Night Event on September 16, then dive into full days of main stage talks, networking, and industry collaboration on September 17–18 at The Glasshouse. Read More
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- Travel + Leisure
This Secluded Luxury Resort Was Named the Best in the U.S.—and It's on 12,000 Acres in Virginia's Blue Ridge Mountains
Primland, Auberge Resorts Collection, was named the best resort in the U.S. for 2025, according to T+L's annual, reader-voted World's Best Awards. Guests aren't limited to the rooms and suites in the Lodge thanks to the recent addition of the Hawk Eye residence and five Mountain Top Tree Houses. With its own Orvis Double-Endorsed Wingshooting & Fly Fishing Club, the resort is a true field sport enthusiast's paradise. Leatherflower, the resort's new fine dining option, delivers a heavyweight culinary experience with a menu of authentic Appalachian flavors. The resort has a rooftop observatory serviced by an on-site astronomy team, so stargazing is every bit as fascinating as you might expect. Stepping into Virginia's Primland, Auberge Resorts Collection's new Hawk Eye estate feels like a scene from a James Bond film. With towering 27-foot floor-to-ceiling windows overlooking the resort's 12,000 acres of immaculate forest, it's easy to imagine 007 himself striding in, martini in hand, surveying the landscape, neutralizing the villain, and then sinking into the private heated lap pool for a well-earned moment of relaxation. The famously secluded Blue Ridge Mountains resort rewrites the rulebook on rugged sophistication with its newest residence. The sprawling main house features a gourmet kitchen and suites for four, while next door, a 1,210-square-foot guest house offers two additional guest rooms. And the pièce de résistance ? A standalone games cottage decked out with vintage pinball, a pool table, and a private bocce court. This luxe enclave isn't your ordinary retreat; it's the secret escape for travelers craving a hideaway with a dash of cinematic drama. Interior of the Hawk Eye Luxury Residence. Primland, Auberge Resorts Collection Primland's epic grandeur, which recently earned it the title of best resort in the U.S. at T+L's annual World's Best Awards, has been its defining feature since French industrialist Didier Primat founded the eco-conscious hotel in the early 2000s. After Primat's passing in 2008, Auberge Resorts Collection assumed stewardship of the property in 2021. However, ownership remains with Primat's eight children, who, resort staff told me, are committed to preserving their father's vision and Primland's striking European aesthetic and exclusive vibe that set the tone when you arrive at the entrance gate. The ascent is dramatic—a winding, six-mile climb brought us 2,700 feet above sea level. The drive to the recently renovated alpine-chic Lodge, home to a two-story great hall with panoramic views, takes about fifteen minutes under normal circumstances. Ours stretched much longer, interrupted by stops to soak in the blockbuster vistas. On a clear day, the skyline of Winston-Salem, North Carolina, can be seen on the horizon, a striking sight even from sixty miles away. The private heated pool at the Hawk Eye Luxury Residence. Primland, Auberge Resorts Collection While Primland's expansive landscape invites guests to clay shoot, hike, pheasant hunt, horseback ride, or paddleboard through the rugged Dan River Gorge, the atmosphere back at the Lodge is moody and atmospheric. The intimate lobby has a soothing dimness, crafted to ease stress and establish a sense of serenity. A complimentary glass of sparkling wine, offered during our seated check-in, immediately enhanced the feeling of exclusiveness and calm. A 2024 refresh to the Lodge has introduced local art and refined rustic decor inspired by southwestern Virginia. Native flora and fauna motifs mingle with American quilts, exposed beams, and landscape-themed wallcoverings, for a curated and deeply rooted ambiance. Thoughtful details abound—there was an intricate wood inlay on the stairs leading to our second-floor suite and two-story matching rock fireplaces abutting the floor-to-ceiling windows that overlook Dove and Tar Kiln mountains. Here are all the details on Primland, Auberge Resorts Collection, in Meadows of Dan, Virginia. Our spacious 1,125-square-foot second-floor Lodge Balcony King Suite combined the comforts of an extended stay with the sophistication of a luxury escape. A spacious outdoor patio overlooked the Lodge entrance, which I initially feared might make for a noisy stay—I was wrong. Instead, it provided quiet mornings to watch the sunrise above the mountain peaks. The stylish living area, featuring a plush sofa accented by leather pillows, cozy chairs, and walls of exposed wood, was framed by a coffered ceiling. The sleek wet bar was fully stocked with complimentary snacks and non-alcoholic drinks. Designer Chad Dorsey, a Tennessee native and owner of Chad Dorsey Design, has given the Lodge a contemporary refresh with a western Virginia character. The bedroom, for example, featured an inviting chambray blue quilt elegantly draped across the foot of the bed, while the palatial bathroom offered a modern shower as well as a soaking tub large enough for my 5'11 frame (a rare treat, as any tall girl can attest). An additional separate powder room with its own shower provided added convenience—a nice touch had we been traveling with companions. While part of the appeal of Primland is its remoteness, that does limit off-site dining options. To compensate, the resort has five culinary spaces, the star being Leatherflower, its new farm-to-table restaurant. The centerpiece of this mid-century modern venue, lined in floral wallpaper, is a freestanding fireplace that commands the room. Fortunately, it isn't the only attention-grabbing feature at this breakfast and dinner spot. My husband and I had our first taste in the morning, and take it from a writer who covered food in Charleston, South Carolina, for more than a decade—the grits bowl with roasted vegetables and a sunny-side up egg is fantastic. Leatherflower's farm-to-table ambitions don't just pay lip service to the term "locally sourced." Dinner is a decadent white tablecloth affair and, for those who love elevated Southern comfort, a real treat. Think striped bass in a country ham broth with braised greens and black-eyed pea salad or the vegetarian-friendly Carolina gold rice with butternut squash, spiced crème fraîche, and pumpkin seed gremolata. For guests seeking a more laid-back option, Primland's Stables Saloon, located a short shuttle drive from the Lodge, is a nice alternative. On Fridays and Saturdays, the restaurant hosts local musicians. We listened to live bluegrass while enjoying what can only be described as a prix fixe platter of country fixins: mac and cheese, fried chicken, hoppin' John, Gulf shrimp, and creamed corn. For a casual lunch between rounds of golf on the Highland Course or after a morning clay shoot, as we did, Primland has the 19th Pub—a cozy sports bar serving towering sandwiches, heavy desserts, a few craft beers, and classic cocktails. Private dinners (for up to 12 people) may also be booked in the Schlumberger Wine Cellar, where guests dine surrounded by wine bottles representing 450 labels from 18 countries. Primland's Aerial Adventures Course. Laura Sumrak/Primland, Auberge Resorts Collection Primland takes pride in its extensive list of activities, delivered to guests via a printed weekly itinerary at check-in. Complimentary offerings include daily yoga, disc golf, and fireside moonshine storytelling. However, the real highlights are the fee-based experiences, such as year-round catch-and-release fishing, RTV rides, and archery lessons, hosted across the vast campus. Never one to miss a chance to test his aim, my husband jumped at the chance to experience Primland's 14-station clay shooting course ($216 per person, including gratuity). A shuttle whisked us to the sporting club, where a guide loaded us into a golf cart for a 50-round adventure. While my husband brought his own CZ Bobwhite 20-gauge side-by-side shotgun, I showed up empty-handed. The helpful staff had me outfitted quickly. Even though I only managed to hit an embarrassing three clays, at the very least, I looked the part, and it was a fantastic morning outdoors. Another highlight was Primland's stargazing experience ($60 per person, including gratuity). At 8:30 p.m., we climbed to the brisk open-air fourth-story observatory, joining other guests bundled in complimentary blankets. A cheerful resort guide expertly operated the Celestron CGE Pro 1400 and CPC 800 telescopes, projecting celestial wonders onto big-screen TVs. Before we knew it, we were marveling at the Milky Way, the Orion Nebula, and the Betelgeuse red supergiant star, a humbling way to close out a remarkable day. The Relaxation Lounge in the resort spa. Peter Frank Edwards/Primland, Auberge Resorts Collection Primland has an award-winning spa on the lower level of the Lodge, and while we didn't have time for a treatment, we did take a dip in the lap pool. In warmer weather, accordion glass doors open to the outdoor patio with breathtaking views. Our trip being in late fall, the doors were closed and the place empty and blissfully silent—a restorative experience for parents of a rambunctious nine-year-old. A family on a hike. Peter Frank Edwards/Primland, Auberge Resorts Collection While our son stayed home this time, Primland was packed with children, many under five. The resort welcomes kids and, in the winter, offers horse-drawn sleigh rides with them in mind. During other times of the year, a Junior Mountaineer program with horseback riding, archery, and foraging lessons is available for children aged six to 12 and can be booked for half-day (9 a.m.-1 p.m.; $150) and full-day (9 a.m.- 3 p.m.; $210) sessions. The hotel has three ADA-compliant suites. The 982-square-foot Pinnacle Suite King Accessible is equipped with a roll-in transfer shower, a phone featuring a flashing light to indicate when it's ringing, and fully automated shades. The two Lodge Balcony Suite King Accessible rooms also include toilet grab bars and a visual fire alarm. The Lodge is designed as an accessible space. Many paths around the resort are paved to allow for wheeled access. Van-accessible parking is also provided, and the resort offers a detailed guide on its website to help navigate its various spaces, including guest suites and restaurants. Primland, Auberge Resorts Collection, has implemented numerous sustainable initiatives across the resort—from sourcing organic ingredients locally to recycling rainwater through an irrigation pond. The Lodge has been LEED-certified for its sustainable design, construction, and operation, while bio-filters protect the native trout streams in the area. For well over a decade, Primland has worked closely with the Virginia Tech College of Natural Resources and Environment to preserve wildlife and birds, as well as maintain water quality. Interior of The Lodges Great Hall. Primland, Auberge Resorts Collection The seclusion of this property means there is no quick way to access it, so prepare for a long drive. It's approximately five and a half hours from Washington, D.C., and roughly one and a half hours from either Greensboro, North Carolina, or Roanoke, Virginia. The closest airport is Piedmont Triad Airport (GSO) in Greensboro, North Carolina, which is 70 miles away. Auberge Resorts Collection doesn't have its own loyalty program, but Primland is a part of American Express Fine Hotels & Resorts, which provides its members with 12 p.m. check-in, when available; a room upgrade upon arrival, when available; daily breakfast for two; a $100 resort credit, and a guaranteed 4 p.m. check-out. Nightly rates at Primland, Auberge Resorts Collection start from $595/night. Every T+L hotel review is written by an editor or reporter who has stayed at the property, and each hotel selected aligns with our core values.
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