By Katy Archer

Last year, a survey revealed that 40% of millennials choose a travel spot based on its ‘Instagrammability’. While I’m not typically a fan of generalising the behaviour of an entire generation, even as someone who very much fits that millennial bracket, I can admit that my travel bucket list is becoming more skewed by the gorgeous images I see friends and influencers posting from around the globe.

That said, with a background in PR, insight and strategy, I will always question surveys done by brands for PR exposure.

In an attempt to unpick this trend, our insight analyst, Joe Mountford, and Read full story ›

Source: The Drum