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Skift Research Trend Lifecycle Reports: The Forces Shaping Travel

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Seth Borko

Photo Caption: Skift Research Skift Research Trend Lifecycle report.  

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The goal of our new reports: Help travel leaders determine how much time, resources, and focus to commit to new trends.

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The Skift Research Team is launching another new report format: The Skift Research Trend Lifecycle.

Last month, we introduced the Decision Brief, a focused report that synthesizes a key decision being faced by travel leaders and provides data to help guide the path forward. 

The Trend Lifecycle takes the same concise and data-driven approach but applies it to the macro forces shaping the world of travel. It applies a structured and easy-to-follow format behind Skift’s long-standing travel trend research. 

Our inaugural trend lifecycle report focuses on the insatiable demand for premium airline seats. Future installments will track live tourism, experiential travel, wellness travel, and more. 

At the heart of all these reports is our lifecycle framework. Each trend is assigned a specific lifecycle phase to help travel leaders determine how much time, resources, and focus to commit to it. We will continually monitor and update the lifecycle as trends grow, mature, and decline.

The Skift Research Trend Lifecycle Framework
How to act on a travel trend at every stage of its maturity
Emerging
Watch it
This trend is just beginning to take shape. Early signals are visible, but the full picture isn’t clear yet. Forward-looking brands should monitor closely and start thinking about where it fits in their strategy.
Growing
Test it
This trend has real momentum and a growing customer base. Now is the time to commit resources, run pilots, and build internal capability before the window narrows.
Peaking
Scale it
This trend has proven itself. Demand is substantial, the customer base is established, and the business case is clear. Execute at scale and capture the market while conditions are favorable.
Normalizing
Maintain it
This trend is no longer novel — it’s now a baseline expectation. The brands that win here are those that continue to invest and evolve, rather than treating it as a box already checked.
Declining
Defend it
Peak momentum has passed, but this trend still commands a meaningful market. Aggressive new investment is hard to justify, but active management and a loyal customer base make it worth defending well.

Skift Research continues to build its portfolio of travel intelligence tools with three new offerings this year:

  • Skift Research Unlocked: An exclusive, recurring monthly event tailored for Skift Research subscribers. It dives deep into the travel industry’s most pressing topics through exclusive data presentations and live Q&A sessions designed to help travel leaders navigate shifts in consumer behavior and market trends. Held on the third Tuesday of every month.
  • Skift Research Decision Briefs: A concise report format designed specifically for travel leaders, focusing on the evidence, strategic context, and paths forward for high-stakes industry choices. Instead of just providing raw data, they combine analysis, context, and forecasts to answer specific strategic questions. 
  • Skift Research Trend Lifecycles: A continuous monitoring tracker that identifies where travel trends sit across five stages — Emerging, Growing, Peaking, Normalizing, and Declining — pairing each with a clear action (Watch it, Test it, Scale it, Maintain it, Defend it). Rather than flagging a trend once and moving on, it follows the full arc so travel leaders know not just what’s happening, but when, and how to act on it.

These new research products live alongside our ongoing travel coverage, deep dive research reports, monthly Data Pulse newsletter and data products like our Skift Travel Health Index. Interested? Reach out to [email protected] to learn more.