Luke Martin on Muck Rack

Luke Martin

(He/Him)
  • Jr. Hospitality Reporter, Skift
Europe, Manchester, United Kingdom
As seen in: Skift, Flipboard, Just-Auto, Retail Insight Network, Packaging Gateway, Hotel Management Network, Event Planner News
Covers:  Hotels | Lodging | Hospitality | Travel

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Luke Martin’s Biography

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Jr. Hospitality Reporter @ Skift | Studying for NCTJ Diploma in Multimedia Journalism @ News Associates

As a Jr. Hospitality Reporter at Skift, I contribute to breaking and analytical coverage of the travel and hospitality industries. I report on key developments, interview industry leaders, and collaborate closely with a global team of journalists to produce content that informs travel professionals and decision-makers.

Email: lm@skift.com
DMs open in confidence.

My reporting experience spans…

Luke Martin’s Journalist Portfolio

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How Marriott’s Design Hotels Landed an Independent That Once Said No

How Marriott’s Design Hotels Landed an Independent That Once Said No

Marriott’s Design Hotels has signed 16 Palisociety hotels across nine U.S. destinations in its largest single…

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Why A&O Hostels Is Buying Europe's Empty Buildings

Why A&O Hostels Is Buying Europe's Empty Buildings

Most of hospitality has spent the past decade trying to own less real estate. a&o Hostels has spent the past …

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Hilton's CIO: Building the AI Trip Planner and Grappling With 'Tokenomics'

Hilton's CIO: Building the AI Trip Planner and Grappling With 'Tokenomics'

Hilton's AI Planner is lifting conversion three months after launch. The tool moves into the Hilton Honors ap…

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Why Air Canada's Digital Officer Is Done With AI 'Use Cases'

Why Air Canada's Digital Officer Is Done With AI 'Use Cases'

Air Canada is moving away from framing its AI work as a list of use cases. Its CDO argues that this is what's…

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Marriott's AI Rollout: From Pilots to 'Points on the Board'

Marriott's AI Rollout: From Pilots to 'Points on the Board'

Marriott is in the third phase of its AI rollout, moving past pilots and starting to deliver on revenue and c…

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Marriott's EMEA Chief 100 Days In: A Region Running in Two Gears

Marriott's EMEA Chief 100 Days In: A Region Running in Two Gears

Marriott's EMEA president, Neal Jones, took over as the Iran war broke out. 100 days in, he's running a regio…

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Articles

Accor and China’s H World Detail Plans to Link Their 19,000 Hotels

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By Luke Martin
| Skift Verified
Skift Take The two companies tout 430 million loyalty members between them. The test is how many actually book. Summarize Story Share Select a question above or ask something else Accor and H World Group aren’t just linking loyalty programs. They’re linking distribution. The agreement, announced last week, opens up their loyalty programs and booking platforms across China, Europe, and the Middle East, giving both companies access to a combined 430 million members. But a membership is not a booking.
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Barceló Has the Cash to Buy Hotels, But Says They’re Too Expensive

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By Luke Martin
| Skift Verified
Skift Take Record profits don’t necessarily mean it’s time to buy. Barceló has the cash to acquire hotels but says today’s prices no longer justify the returns it expects. Summarize Story Share Select a question above or ask something else Barceló Hotel Group has close to €300 million (about $342 million) in cash, no debt, and wants to spend €500 million (about $571 million) buying hotels and renovating existing ones. But it isn’t finding deals worth doing.
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Barceló Has the Cash to Buy Hotels, But Says They're Too Expensive

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By Luke Martin
| Event Planner News
01 July 2026 | By: Luke Martin | Publisher: Skift Hotels Barceló Has the Cash to Buy Hotels, But Says They're Too Expensive Luke Martin July 1st, 2026 at 11:09 AM EDT Photo Credit: Exterior of Canfranc Estación, a Royal Hideaway Hotel, in Spain. Barceló Group Skift Take Record profits don't necessarily mean it's time to buy. Barceló has the cash to acquire hotels but says today's prices no longer justify the returns it expects.
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Interview

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What was your first job as a journalist?

I started out at data and analytics company GlobalData as an automotive reporter — funnily enough, I had a license but didn’t actually drive at the time. From there, I moved on to cover a range of industries, including retail, hotels and hospitality, and packaging. It was my first experience with B2B journalism, and it ended up teaching me a lot about the business world and industries I never imagined I’d be interested in, let alone knowledgeable about.

What does it mean to be a journalist?

To me, being a journalist means being endlessly curious. It’s about wanting to understand how things work, why they matter, and being able to make sense of that information for others.

How do you prefer to be pitched on stories?

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