THE NEWS: Skift Research’s Seth Borko and Lindsay Roeschke provide an in-depth look at how the firm approaches research, particularly focusing on Gen Z travelers. The piece details Skift’s shift from idea-driven to decision-driven research, outlining a three-part litmus test for selecting worthy studies. The team’s methodology, including STEEP factor analysis, max-diff surveys, and the latest findings on Gen Z business travel, are highlighted. Key insights include Gen Z’s projected 126 million business trips by 2030, demographic trends, loyalty program differences, and concerns regarding AI trip-planning tools.
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