Word of mouth important for Gen Y too

According to a report in Todayonline, an 18-month study conducted by researchers from the Edinburgh Napier University, presented recently during a seminar in Singapore, found that word of mouth recommendations matter to young travellers. Most Gen-Y travellers turn to their colleagues and friends for advice rather than advertisements.

The survey population was in China but personally I would expect the results to be replicated anywhere because that is what we humans do: we seek assurances from our peers.

The bottom line: your marketing budget “might be more effectively spent on providing memorable experiences that will then result in word of mouth recommendations as compared to spending on traditional forms of marketing.”

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