How Past Winners Landed a Skift IDEA Award

Skift

25-06-2025

What wins a Skift IDEA Award? Heart, purpose, and fresh thinking. Past winners stood out by solving real problems, sparking emotion, and moving the industry forward.
With just days left to submit for the 2025 Skift IDEA Awards, it's time to ask: What actually makes a campaign stand out?
It's not just about being big or bold. It's about ideas that feel original, solve real problems, connect with communities, and spark emotion. The best work shifts perspectives and pushes the travel industry forward.
Here's what judges are really looking for, along with standout examples from past winners that nailed it.
Start with Emotion: Make People Care
Great campaigns make people feel something. Whether it's awe, nostalgia, pride, or connection, emotional resonance is what makes an idea stick.
Voyages Indigenous Tourism Australia brought this to life with Wintjiri Wiṟu, the world's largest permanent drone show. Set against the iconic backdrop of Uluru, the show tells an ancient Indigenous story, co-created with Aṉangu leaders and performed in their native language. It's immersive, unforgettable, and deeply respectful.
Solve a Real Problem
The most effective campaigns are rooted in utility. They address real traveler pain points and offer practical, creative solutions.
SkyTeam did just that with a tool that standardizes carry-on rules across partner airlines, solving a daily frustration for travelers. It's a simple fix, but one that required collaboration and smart design.
Thrust Carbon created tools that help companies meet climate goals by embedding sustainability into everyday decisions, removing friction from compliance and reporting.
'Our mission is to make travel effortlessly green. We believe people can travel without the footprint it has... but that requires better data to empower better choices. We were inspired by this foundational problem. If you were too, go inspire the next person by submitting and winning this award.'
— Kit Aspen,
Founder & CEO,
Thrust Carbon
Put Purpose First: Show your Impact
Judges are drawn to campaigns with substance. It's not just about talking the talk, but about showing a clear impact.
Southwest Airlines turned old leather seats into a social good. Through its Repurpose with Purpose initiative, over 1.4 million pounds of aircraft leather have been transformed into jobs and goods for underserved communities.
Trafalgar Travel made an industry-first decision to end all branded merchandise giveaways due to their carbon impact. Instead, the brand redirected that spend to climate-positive projects through the TreadRight Foundation.
'I feel that awards like this are really valuable because there is no one size fits all to the many challenges that we face... Often the media will highlight a selection of projects... but it also can be irresponsible not to shine a light on other projects who are new, unique, or perhaps haven't gotten their share of the spotlight... I think that's absolutely the role that Skift IDEA Awards play.'
— Shannon Guihan,
Chief Sustainability Officer,
The Travel Corporation
Lean into What Makes You Different
Some of the most successful campaigns came from embracing the unexpected.
Visit Seattle flipped a perceived negative into a romantic draw with its 'Kissing in the Rain' booth. Rather than avoid the city's rainy reputation, the team turned it into something cinematic, cozy, and shareable.
Tourisme Montréal launched a cheeky campaign asking for the Olympic Torch Relay to pass through the city on its way to Paris. It was smart, well-timed, and packed with cultural insight.
Design for Impact, Not Just Attention
The most memorable work is intentional. It's not just beautiful, it's built to shift something meaningful, whether that's how people travel, who gets access, or how we think about sustainability.
Hear it from one of our Skift IDEA Awards judges:
'There's something magical when travel, creativity, and style come together. It's not just about smart ideas – it's about ideas that feel human. I'm drawn to things that are nimble, that go beyond the obvious, do more with less, and focus on what really matters... I love celebrating work that's thoughtful, lightweight, and designed with people at the center.'
— Aliya Khan,
VP, Global Design Strategies,
Marriott International
Banyan Tree's Buahan Escape reimagined luxury hospitality with no walls and no doors, placing guests in harmony with the natural world. Every detail was informed by local research and cultural preservation.
Vail Resorts created long-term access programs to break down financial, geographic, and cultural barriers to skiing, partnering with over 165 organizations across North America.
Rustic Pathways redesigned student travel to build empathy and cross-cultural understanding, not just deliver photo ops.
Now It's Your Turn
If your work sparked emotion, solved a real problem, or moved the industry forward, it deserves recognition.
You don't need the biggest budget. You need a great idea.
What Winners Receive:
A physical trophy to proudly display your achievement
to proudly display your achievement A moment of celebration on stage at our largest event — Skift Global Forum in New York City
A full digital brand kit to showcase your win across channels
to showcase your win across channels Inclusion in editorial coverage on Skift.com , viewed by the global travel industry
, viewed by the global travel industry Credit towards Skift's premium subscription products
And more to amplify your impact and elevate your profile
Deadline to enter: June 30
Not Sure Where Your Campaign Fits?
Take our quick Category Finder Quiz to match your project with the right award category and boost your chances of winning.
Got questions? Reach out at [e-mail]. We're happy to help.