This sponsored content was created in collaboration with a Skift partner.
“Help me understand how to travel with a 43-pound dog. I don’t want to put him underneath the plane.” That plea, shared by an attendee during a conversation at Skift Global Forum 2025, reflected the frustrations of countless pet parents trying to navigate restrictive travel rules.
Thankfully, change is underway. Pet travel is not only gaining recognition but also significant momentum, as highlighted in Skift’s 2025 Megatrends. The market was valued at $2 billion in 2023 and is forecast to more than double to $4.6 billion by 2032, according to Polaris Market Research.
From “Dog-Allowed” to “Dog-Welcomed”
Cultural shifts are driving this surge. For many travelers, dogs aren’t just companions — they’re family members, and travel plans increasingly revolve around them.
“Brands are realizing people want their dogs to actually experience the same things that they do,” said Stacy Royal, principal at Decker Royal, at the event.
That sentiment underscores why inclusivity has moved from an optional perk to a baseline expectation. Still, confusion abounds. “You need a law degree to understand all the pet policies,” one Forum attendee quipped.
Many hotels acknowledge this demand, but their commitment often doesn’t extend much beyond PR-friendly packages or in-room amenities. In practice, so-called “dog-friendly” hotels often prohibit leaving pets alone in the room, a rule that can derail even the best-intentioned trips. That disconnect is exactly what inspired Bark Air to create concierge services for hotels, giving properties a way to back up their marketing promises with operational support.
The gap between marketing promises and on-the-ground experiences has left travelers seeking brands that deliver consistency and genuine care.
Bark Air’s Dog-First Mission
Bark Air launched in 2024 as the world’s first airline built entirely around dogs. Its mission: to make dog travel seamless, safe, and enjoyable. In less than two years, it has flown nearly 2,000 dogs across more than 200 flights.
“Traditional carriers are designed with human travelers in mind and make accommodations for pets as an afterthought,” said Mike Novotny, president of Bark Air. “We are dog-first, full stop.”
On Bark Air flights, dogs board first, stretch out in spacious cabins, and enjoy menus tailored to them. Families of large-breed dogs or pets with anxiety often describe the experience as life-changing.
Inside the Bark Air Experience
The journey begins with a detailed pup intake that collects behavioral and dietary information so each experience can be personalized. Boarding is also unique: dogs first spend an hour socializing in the lounge, where Bark Air’s behaviorist-trained crew observes dynamics and assigns seats and boarding order with comfort in mind.
In-flight services include calming aids and pheromones, soothing cabin colors, pup cups and bone broth, ear-pressure equalization technology, calming music, and even wellness services. Every dog receives the same concierge-style care as a luxury hotel guest.
Beyond the Runway: Introducing Companion Concierge
Bark Air is now extending its dog-first philosophy beyond flights with Companion Concierge, a service that helps families manage everything from vet appointments and paperwork to ground transport and even trusted chaperones for solo-traveling pups.
“Too often, dogs are left behind because organizing travel that truly accommodates them feels overwhelming,” Novotny said. “This service takes away the friction so families can focus on enjoying the journey.”
Extending the Journey With Fora
Bark Air’s latest step in redefining pet travel is its September partnership with Fora Travel, a modern agency built around expert advisors and curated experiences. The collaboration connects customers with advisors who can design dog-first itineraries, ensuring that every stage of the journey — from flights to hotels to on-the-ground activities — reflects Bark Air’s mission.
“We have partnered with Fora to provide travelers flying with their dogs access to comprehensive trip planning services from Fora Advisors and dog-first travel experiences through our concierge team,” Novotny said. “Together, we’re able to take the stress out of travel and ensure that every element keeps dogs at the center.”
Stories That Inspire Strategy
Customer feedback has played a defining role in shaping Bark Air’s vision. One family described how Bark Air gave them peace of mind after their dog developed severe anxiety following a traumatic cargo flight. Another traveler, flying alone with two Great Danes, recalled Bark Air staff carrying one hesitant pup up the stairs.
Stories like these are reminders, Novotny said, that the company’s mission goes beyond transportation: “When we personalize the journey to each dog, it transforms the human experience too.”
Imagining 2030: A Dog-First Future
The demand for pet-inclusive travel shows no sign of slowing. “By 2030, I’d rather be on a plane full of dogs than people,” joked Christian Webster of Ticketmaster Travel.
His comment reflected a broader reality: the industry must design with dogs in mind.
Novotny envisions a future where flights, hotels, ground transport, and destination activities all cater to pets. That could mean canine wellness programs at resorts, airport lounges for dogs of different temperaments, or curated menus at restaurants.
Why This Matters for Hospitality
Dog-first travel is emerging as one of the fastest-growing shifts in hospitality, reshaping expectations around premium and personalized service. According to a 2024 GlobalVetLink survey, 78% of American pet owners now travel with their pets annually. With Gen Z and Millennials leading this trend, demand will only grow.
For hospitality brands, that means treating pets as integral to the guest experience. As Rhonda Sloan of Travel Guard put it: “You’re trusting them with a member of your family. Treat them as if you were handing over a child.”
Bark Air’s expansion — spanning its Companion Concierge service, new partnerships, and integrated trip planning — points to a new era of hospitality where dogs are not just passengers but honored guests.
For pet parents, the question is no longer whether to bring their dogs, but how soon they can start planning the next shared adventure.
To learn more about Bark Air, click here.
This content was created collaboratively by Bark Air and Skift’s branded content studio, SkiftX.
