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Asia Pacific millennial travelers want ‘new’, real and trustworthy
Millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, it’s a group that no one can afford to ignore. What does it take to win their hearts, minds and wallets? Amadeus today shines a light on what 18 – 35 year olds in APAC want when it comes to travel.
Millennials represent more than 45 percent of Asia Pacific’s population, and with 60 percent of the world’s millennials expected to live in Asia by 2020, it’s a group that no one can afford to ignore. What does it take to win their hearts, minds and wallets? Amadeus today shines a light on what 18 – 35 year olds in APAC want when it comes to travel.
Journey of Me Insights: What Asia Pacific Millennial Travelers Want is the latest in a series of Journey of Me reports that Amadeus first launched in August 2017. Conducted in collaboration with YouGov across 14 markets in Asia Pacific, the research surveyed 6870 respondents, 45% of whom were millennials at the time the data was collected.
Embracing the new
More so than the generations that have come before them, millennials are embracing new technology, experiences, and ways of traveling. 42% of millennials say they often use ride-sharing apps when they travel, and 35% frequently use sharing economy services for trip accommodation. Millennials in India in particular have embraced the sharing economy more so than their counterparts across the region, with 75% using ride-sharing apps and 55% using home-sharing apps often or very often. On the other hand, millennial travelers in Japan are the least likely to use these services, with over 90% saying they never or seldom use these apps.
Targeting millennials’ desire for new experiences is a golden opportunity for travel providers. In fact, the research found that after recommendations that help them save money (37%), millennials are most interested in recommendations that expose them to new experiences (27%). They are also open to travel providers sending them these recommendations or updates through alternative platforms. In the Philippines, most millennials (47%) prefer to receive these recommendations or updates through email, followed by social media platforms (24%). However, in countries like Thailand and Indonesia, social media comes up as the top choice for millennials, chosen by 50% and 34% of them respectively.
Karun Budhraja, Vice President, Corporate Marketing & Communications, Asia Pacific, Amadeus said, “The Millennial generation is indeed an extremely interesting generation. They grew up with the Internet and technology is second skin to them. They have an openness to new experiences and a willingness to rattle the status quo. They want different experiences in travel, so the industry must serve them differently. Travel providers will need to adopt new technology, new strategies, and above all, new mindsets if they want to secure millennial mind and market share. By understanding what drives Asia Pacific millennials and what they value when they travel, businesses will be better placed to meet their needs.”
People over brands
How influential are influencers? Not very, it seems. When asked who has the most influence over their travel planning, and where they receive the most relevant travel recommendations from, millennials choose family and friends, as well as traveler reviews. Somewhat surprisingly, millennials ranked celebrities and social media influencers right at the bottom, even lower than brochures.
“While millennials may still look to influencers to curate trends, ideas and inspiration, I believe they are also becoming more sophisticated in how they evaluate them. With so many influencers becoming brands unto themselves, some of the authenticity that made them so appealing in the first place starts to get lost. ‘Real’ is more important than ‘perfect’, and that is an important lesson for the industry to understand,” added Budhraja.
Cautious or adventurous?
Millennials have long garnered a reputation for being bold and adventurous. The research finds this true in some areas, but less so in others. Compared to older generations, millennials are less likely to avoid visiting a destination that has had a recent terror attack, political or social uprising, or the likelihood of a natural disaster like an earthquake. While 59% of baby boomers would avoid a destination where natural disasters are likely, only 51% of millennials say the same.
However, the research also finds that millennials are less open than older travelers to sharing their personal information with travel providers, in return for more relevant offers or personalized services. 68% of baby boomers and 66% of Generation X travelers say they are open to sharing their information, while only 62% of all APAC millennials say likewise. The research further finds that 61% of Filipinos millennials are open to sharing their information with travel service providers, higher than Japanese (33%) and New Zealand millennials (45%), who were the least open. This caution may be due to millennials being tech-savvy digital natives, and therefore more likely to be aware of security and privacy issues.
“While this research has highlighted a number of unique behaviors and preferences of APAC millennial travelers, it is also worth pointing out that there are just as many similarities between millennials and travelers from other generations. Personalization is increasingly important, being real is key, and travelers want to be connected with the right content, through the right channel, and at the right time. What is certain is that the travel industry can only thrive if we put the traveler at the center of everything we do,” said Budhraja.
NewsMakers
Common drug class may increase risk of heart disease
The risk of cardiovascular disease increased in line with how much anticholinergic medication the participants used each year. Those with the highest exposure had a 71 per cent higher risk of a cardiovascular event than people who did not use anticholinergic medication at all.
People who use drugs with anticholinergic effects, including certain antidepressants, drugs for urinary incontinence and common antihistamines, are at higher risk of developing cardiovascular disease.
This is shown in a study from Karolinska Institutet published in BMC Medicine.
Anticholinergic drugs reduce the effect of the neurotransmitter acetylcholine and are commonly prescribed to middle-aged and older people. This large group of drugs includes antihistamines used for allergic conditions, anxiety or insomnia, drugs for urinary incontinence, and certain antidepressants, where tricyclic antidepressants have a strong anticholinergic effect, whereas SSRIs have a weaker effect. A high cumulative use of these drugs, referred to as anticholinergic burden (see fact box), has previously been linked to impaired cognitive ability.
May affect heart regulation
The new study suggests that the drugs may also affect the parasympathetic nervous system and thereby the regulation of the cardiovascular system. The results show that it may be important to monitor the total drug burden in everyday clinical practice.
The study included more than 500,000 people in Stockholm, Sweden, who were 45 years of age or older and had no prior cardiovascular disease, except for hypertension, at the start of the study. The researchers followed the participants for up to 14 years and analysed how the use of anticholinergic drugs was associated with the development of cardiovascular disease.
“Many of these drugs are used by older people and by people with multiple medical conditions. We wanted to investigate whether the total exposure had any significance for the risk of developing cardiovascular disease over time,” says Nanbo Zhu, postdoctoral researcher at the Department of Neurobiology, Care Sciences and Society, Karolinska Institutet.
71 per cent higher cardiac risk
The study showed that the risk of cardiovascular disease increased in line with how much anticholinergic medication the participants used each year. Those with the highest exposure had a 71 per cent higher risk of a cardiovascular event than people who did not use anticholinergic medication at all. The association was seen for all types of cardiovascular disease but was particularly clear for heart failure and various forms of arrhythmia.
“Our results indicate that the cumulative drug burden can affect heart regulation, not only in the short term but also over the long term. This does not mean that the drugs should always be avoided, but that exposure should be monitored carefully,” says Hong Xu, assistant professor at the Department of Neurobiology, Care Sciences and Society.
The researchers point out that the study is observational, meaning it cannot establish a causal relationship. Other factors, such as underlying diseases, may also influence the associations.
The work was carried out within the Stockholm CREAtinine Measurements project in collaboration between several research groups at Karolinska Institutet and Region Stockholm. The study was funded by the Swedish Research Council, the Center for Innovative Medicine Foundation, and other foundations. Some researchers report assignments for the pharmaceutical industry, which are disclosed in the scientific publication.
NewsMakers
Mindfulness practices found to significantly reduce depression symptoms, especially for those with early-life adversity
Mindfulness interventions help by regulating our emotions better when different challenges come up. For someone who has experienced childhood neglect or abuse, mindfulness training can help us make sense of that and respond skillfully to this moment in time.
A new study reveals that mindfulness practices may significantly reduce depression symptoms, particularly in people who have experienced early-life adversity, such as childhood abuse and neglect.
Led by Eric Loucks, professor of medicine, epidemiology, and of behavioral and social sciences and director of the Mindfulness Center at Brown, the study enrolled 201 participants, 101 of whom were randomized into the Mindfulness-Based Blood Pressure Reduction Program, while 100 were randomized into an enhanced usual care control, which included home blood-pressure monitors, physician access and health-education materials. Researchers also had a measure of participants’ early-life adversity, particularly their exposure to abuse or neglect.
Loucks and his team followed participants for six months to assess changes in blood pressure, health behaviors and mental health, finding that those in the mindfulness program showed significant improvements in their depression symptoms. Additionally, participants who experienced childhood neglect showed greater improvements in depression symptoms than those who had not. A similar, though less pronounced, trend was observed among people with a history of childhood abuse.
“In this program, that was primarily designed to lower blood pressure while addressing whole-person health, we also saw that mental well-being, particularly around depression symptoms, improved in participants that went through the program,” Loucks said. “The findings suggest that cultivating mindful self-regulation skills–such such as self-awareness, attention control and emotion regulation–may help interrupt maladaptive patterns shaped by past experiences.”
Over the last 15 years, Loucks has been studying social determinants of health such as early-life adversity and its impacts on cardiovascular health, body mass index and blood pressure. “I came to a point where I wanted to not just document it, but do something about it, and I wondered if mindfulness training might help,” he said. “I’d gone through a lot of mindfulness training myself outside of work and started to get trained up in mindfulness programs that are specific to health contexts.”
Loucks began to study the Mindfulness-Based Stress Reduction program, running it through two clinical trials that were funded by the NIH and finding that it reduced blood pressure in both trials. He also wanted to look at the intervention from a whole-person perspective.
“If we look at everyday folks out in the world, those that had exposure to early life adversity, like abuse and neglect, tend to have worse mental health and also worse cardiovascular health,” Loucks said. “Mindfulness interventions help by regulating our emotions better when different challenges come up. For someone who has experienced childhood neglect or abuse, mindfulness training can help us make sense of that and respond skillfully to this moment in time.”
Loucks discussed this work during a keynote address at the U.S. DOHaD Society this year. “It felt like a coming-home moment to see that this intervention, originally developed to address psychosocial factors that influence health, had even stronger effects among people with early-life adversity, particularly on depression,” he said. “It’s been about a 15-year arc of research that culminated in these findings.”
NewsMakers
High-fiber diet linked to reduced risk of heart disease in night shift workers
A moderate intake of about 19 grams of fibre per day was linked to a lower risk for those who worked night shifts regularly. For those who worked night shifts sporadically, about 15 grams was enough. The current recommendation for adults is about 25 grams of dietary fibre per day.
People who work at night have a higher risk of coronary artery disease, a type of heart disease. A new study suggests that a higher fibre intake in the diet may help reduce this risk. The study included over 220,000 adults in the UK and is published in the European Journal of Epidemiology.
The human body is built to sleep at night. This means that working during the night goes against this natural pattern, and can place additional strain on the body, including the heart. Previous research has linked night work to an increased risk of coronary artery disease. Since night work is often unavoidable, the researchers wanted to investigate whether certain dietary habits might have a protective effect.
More fibre associated with lower risk
The researchers used data from 220,000 adults in the UK Biobank (2006–2010) and divided the participants into three groups:
- Day workers
- Shift workers who worked night shifts sporadically
- Regular night shift workers
The participants had completed a detailed questionnaire about their dietary habits. During a follow-up after about 12 years, it was found that night shift workers who consumed little fibre in their diet had a higher risk of coronary artery disease than those who consumed more fibre.
“A moderate intake of about 19 grams of fibre per day was linked to a lower risk for those who worked night shifts regularly. For those who worked night shifts sporadically, about 15 grams was enough. The current recommendation for adults is about 25 grams of dietary fibre per day,” says Diana Nôga, lead author and researcher at Uppsala University.
The researchers stress that the figures from the study are not official dietary recommendations. But they do show a pattern in this UK study: a higher dietary fibre intake was linked to a lower risk of heart disease among night shift workers.
“The link between fibre and a lower risk of heart disease is not just because those who eat more fibre generally have a healthier lifestyle. We know this because we adjusted for various lifestyle factors in the analysis. One possible explanation, supported by previous research, is that fibre in the diet can improve intestinal flora and also reduce lipids, which can be particularly good for the heart in people who work at night,” says Christian Benedict, senior author of the study and Professor of Pharmacology at Uppsala University.
Dietary fibre can support heart health
According to the researchers, an increased intake of fibre-rich foods such as whole grains, vegetables, fruit, legumes and lentils may be a simple way to improve heart health for night shift workers. However, this requires that you do not have any medical obstacles to doing this, such as chronic gastrointestinal diseases.
“Dietary changes should be seen as a complement to, not a substitute for, other heart health-promoting habits such as not smoking, remaining physically active, and getting enough sleep,” says Diana Nôga.
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