A Rh(III)-catalyzed oxidative 1,3-aryl migration of α-arylallylic alcohols via Csp2-Csp3 σ bond activation has been developed. This method provides an efficient strategy to allow for allylic alcohol-based skeleton rearrangement, in which various secondary and tertiary α-arylallylic alcohols are rapidly converted to β-aryl-α, β-unsaturated ketones and aldehydes.