WOMM beats ads for travel companies, study shows

12/3/2012 | Today (Singapore)

Generation Y travelers ignore advertisements and rely on word-of-mouth marketing, such as recommendations from friends and colleagues when planning holiday travel, according to a study of Hong Kong and mainland Chinese tourists. That suggests tourism companies' marketing budgets "might be more effectively spent on providing memorable experiences that will then result in word-of-mouth recommendations," says researcher Paul Barron.

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