MILLENNIAL TRAVELLERS CONSTITUTE AROUND ONE-FIFTH OF INTERNATIONAL TOURISTS AND ABOUT THREE-FIFTHS OF THE WORLD’S MILLENNIALS ARE FROM ASIA AND OUT OF THIS COHORT, 33% ARE FROM INDIA OR CHINA.
experience, is to make it meaningful. According to a research conducted by Havas Group, in order for a brand to be meaningful, it needs to improve the quality of people’s lives in a tangible, substantial, and fulfilling way. Globally, Travel & Tourism ranks No. 1 as the most meaningful industry while in India it stands at No. 10. The study also reveals new data that tracks the relationship between a brand’s performance, its meaningfulness and the content it produces. Shockingly, 60% of the content provided by brands is just not meaningful to consumers. When it comes to content, the expectations differ from industry to industry. Again, Travel & Tourism ranks no. 1 globally in terms of content effectiveness with 47% respondents associating the travel industry with effective content such as customer support and social media sharing.
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