Today we are launching the latest report in our Skift Trends Reports service, The Rise of Lifestyle Branding in Travel in 2016.

Apple. Nike. Gucci. All these brands conjure up an image in your mind and maybe a type of person who you associate with them as well. Such lifestyle brands don’t talk about product attributes but rather sell a vision of a life that consumers lead or want to lead.

Travel companies have recently embraced this idea, which is why Virgin America colors its seats purple and makes a point of addressing its passengers in an informal, slightly offbeat way. Other travel brands are also mimicking the approach in hospitality and rushing out sub-brands to woo millennials.

The report, which includes interviews with top execs from Starwood, Marriott, Airbnb and Emirates, as well as some top advertising and branding firms, looks at why travel brands are pushing lifestyle messaging, how they’re making sure every consumer touch point drips with lifestyle branding and whether so-called “soft brands” are taking off.

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NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.

About These Reports

This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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Photo Credit: Hotels, airlines, and other travel brands seek to deepen relationships with consumers by expanding the brand experience beyond the travel period. PortoBay Hotels and Resorts / Flickr