Trend Experts Reveal The Travel Industry's Quiet Revolution

Changes in Consumer Consciousness about Environment, Culture, and Interconnectedness Are Creating New Modes of Travel

NEW YORK, March 18, 2010 - Travel is undergoing a profound and even revolutionary shift, according
to a broad new study by the leading global communications agency Euro RSCG
Worldwide. The results of the study were released this week in KNOW
magazine's "The Future of Travel: The New Vocabulary of Travel and Tourism."
KNOW is a publication of the Euro RSCG Worldwide Knowledge Exchange, a global
initiative that pushes knowledge and insights across the Euro RSCG network of
agencies.

Analyzing the findings of its study of 2,357 adults in the U.S., France,
and the U.K., Euro RSCG reveals how changes in consumer consciousness are
molding entirely new modes of travel-and a new industry to service them.

"For years, people have regarded travel as a way to splurge, an
indulgence centered on escapism and fun," said Marian Salzman, president of
Euro RSCG Worldwide PR, North America. "Now, we're looking to make our travel
experiences more meaningful and better aligned with our personal values and
goals. With millions of people wanting to feel good about the impact they
have on the world, there's been a reboot of travel values and expectations."

The study places a special focus on the segment of respondents identified
as Prosumers. This highly influential group is ahead of the curve in adopting
a more mindful approach to consumption that incorporates concern for the
environment, local communities, and the global citizenry. For Prosumers,
travel is about much more than getting from Point A to Point B and back
again. According to the study:

    - 66% consider themselves "Citizens of the World," suggesting a
      more globally minded attitude and approach.
    - 73% believe extensive travel is key to making a person more
      interesting.
    - And 59% contend that where and how they travel says a lot about
      who they are.

Where and how Prosumers travel is undergoing a decisive shift, as
detailed in the report. Their objectives for vacation periods are changing
and so are the demands they are placing on their brand partners. To lead in
the category going forward, it is vital that brands fulfill these four
imperatives:

    - Accept and embrace "green" as the standard way of doing
      business
    - Offer products and services that satisfy Prosumers' desire to
      live more mindfully
    - Master social media in order to engage Prosumers before, during,
      and after each travel experience
    - Embrace the new models of luxury and customer service Euro RSCG
      has identified

Awareness of environmental impact has been all but absent from most
travel considerations until recently. "Whereas not so long ago the issue of
'going green' was one of exhortation and persuasion," KNOW magazine explains,
"now it is more a matter of shade, degree, and implementation." Brands and
companies are finding that eco-consciousness has progressed from a fringe
notion to a business mandate. Euro RSCG research into the New Consumer (2009)
has found that 74% of Prosumers feel good about making environmentally
friendly choices, and 63% are paying more attention to the environmental and
social impact of the products they buy. Travel and hospitality brands are
speaking to this heightened consciousness through such means as
eco-accommodations built with reclaimed and recycled materials, "100 mile"
menus centered on locally produced foods, energy-efficient "EcoRooms," and
rewarding travelers for their green behaviors.

Also revolutionizing the category is an emerging mindfulness among
consumers fed up with excess consumption and our increasingly artificial,
disconnected way of living. Euro RSCG has found that people are hungry for
greater meaning in their lives:

    - 79% of Prosumers worry that society has become too shallow, focusing on
      things that don't really matter.
    - 66% worry that people have become too disconnected from the natural
      world, while 53% worry that digital communications are weakening human
      bonds.
    - Alarmed by current realities, 84% are making a real effort to improve
      who they are and how they live.

"New modes of travel-including cultural and educational tourism,
geotourism, voluntourism, and so-called slow travel-are catering to this
newly emerging desire for more," said Claus Lindorff, managing director of
Euro RSCG agency BETC Luxe. "The shifts in mindset behind these new modes of
travel have been building strength for years. What has brought them to a
broader market is the ascendancy of social media. Now that mainstream
consumers can participate in real-time communities focused on a new approach
to travel and living, this hyper-focus on social values in travel has
blossomed."

For brands, social media offer creative ways to keep Prosumers engaged
well before and long after each actual travel event. New York City's Pod
Hotel saw sales and traffic spike 40% after it created PodCulture, a closed
social network in which guests can connect with one another and schedule
get-togethers in advance of their stays. Such smart use of social media keeps
brand conversations going and carries tremendous scope for a new generation
of customer service offerings. This is of particular importance at a time
when luxury and service are being redefined by consumers sick of tinny smiles
and canned responses, and eager to engage with the real people behind the
brand.

Understanding this emerging world of travel-with all its overlapping and
interconnected trends-will be vital for any brand looking to grow in the
space.

For more information about Euro RSCG's The Future of Travel, please
contact the person listed below.

About Euro RSCG Worldwide

Euro RSCG Worldwide is a leading integrated marketing communications
agency and was the first agency to be named Global Agency of the Year by
both Advertising Age and Campaign in the same year. Euro RSCG is made up of
233 offices in 75 countries and provides advertising, marketing, corporate
communications, and interactive solutions to clients including Air France,
BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM,
Jaguar, Kraft Foods, Lacoste, L'Oréal, Merck, PSA Peugeot, and
sanofi-aventis. Euro RSCG Worldwide is the largest unit of Havas, a world
leader in communications (Euronext: HAV.PA) (Paris: HAV.PA).

    Bella Hignett
    CK Publicity
    +44-020-8811-1495
    bella@ckpublicity.com

    Lisa Vanella
    Senior Vice President, Director of Newsengine
    Euro RSCG Worldwide PR-NY
    200 Madison Avenue
    New York, NY 10016
    www.eurorscglife.com
    +1-212-367-6817
    lisa.vanella@eurorscg.com

Bella Hignett, CK Publicity, +44-020-8811-1495, bella at ckpublicity.com; or Lisa Vanella, Senior Vice President, Director of Newsengine, Euro RSCG Worldwide PR-NY, +1-212-367-6817, lisa.vanella at eurorscg.com