Adapted from KNOW: The Future of Travel, available to employees and clients across the Euro RSCG Worldwide network.

While overconsumption was the common practice prior to the economic downturn, we are now seeing a countervailing trend of mindful consumption that is changing how people define value and what they seek—and increasingly expect—in their brand experiences. Where once “more was more,” now different perspectives on luxury and service are emerging, with interesting implications for the travel and tourism category.
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