No matter who you are or where you come from, everybody loves to travel. From Colombo or Vancouver to Caracas or St Petersburg, the desire to visit numerous countries and experience different culture remains as strong as ever. In the age of the travel blogger and writer, travel is an integral part of the current zeitgeist.
60% of the population say they took a foreign holiday in 2018
ABTA’s latest ‘Travel Trends’ report shows that the uncertainty surrounding Brexit didn’t deter holidaymakers from investing in longer overseas breaks in 2018. Foreign holidays of seven nights or more increased in the year leading up to August 2018 and 60% of the population say they took a foreign holiday over the same period, the highest figure since 2011. Despite a small dip in domestic holidays in 2018, the overall package holiday market was up 5%. Some other highlights of the report included:
- Two-fifths of people are interested in going on a cruise for the first time – with 18-24 year olds showing the most interest (53%)
- Over a third of people would choose one travel company over another if they have a better environmental record – up 6% on the previous year
- One of the main reasons holidaymakers book with a travel professional is because they feel more confident (45%). In an age of limitless choice and information, the service travel professionals provide is highly valued – offering a few well-selected holidays which meet the customer’s specific requirements.
People are always on a journey to buying something, gathering ideas about brands and products and holidays that we may like to buy in the future. In an age where there is a seemingly daily proliferation of brands, brand association and salience are now more critical than ever before. The findings from our “How People Buy” research lend credence to this, with 2/3 of people choosing between just one or two brands.
Just under a third of international holidays are impulse purchases – this gives travel brands time to become salient before the purchase journey begins
However, there are opportunities for brands to help frame product considerations, largely attributed to the fact that people don’t always feel the need to buy a product right away. 57% of people say they could have planned a holiday at any time and just under a third of international holidays are impulse purchases – this gives travel brands time to become salient before the purchase journey begins.
If you want to see which channels have the greatest influence at the different stages of the purchase journey and how news brands compare, try our “How People Buy” planning tool.
News brands can help play a key role in the journey to purchase. They help build brand salience and awareness and excel at providing a moment of inspiration to kickstart the process. News brands are ideal for providing information that tests assumptions, to ensure you are not missing out on crucial information and won’t regret the decision.
Of the £82 billion spent on holidays and short breaks, news brand readers spent £63 billion
News brands have long been a popular and fruitful advertising space for travel campaigns. The latest TGI data shows that of the £82 billion spent on holidays and short breaks, news brand readers spent £63 billion (77%). PAMCo 1 2019 data also shows 61% of people who visited any travel websites also read news brands that same day. This shows the ample opportunities that exist to influence and reach holiday-goers by using news brands in the marketing mix.
Travel companies utilise news brands frequently and creatively. British Airways recently marked its centenary year, calling on a plethora of celebrity endorsements, while Visit Dubai has embarked on a long-running cross platform partnership with The Telegraph to promote Dubai as a year-round destination. Both EasyJet and TUI used news brands to bolster their Black Friday sales. Norwegian added a touch of humour to their print campaign, as did the travel comparison site Kayak for their digital news brand campaign.
Travel campaigns that include news brands are considerably more effective than those that don’t. Investing the optimal amount could reap dividends. Our ‘Planning for Profit’ research analyses travel purchases as part of the ‘Grown up stuff’ super-category, which covers the fundamentals and necessities you’d associate with adult life. If average digital news brand investment was doubled (from only 2% to 4%) and average print news brand investment was increased from 5.2% to around 8%, brands could unlock an incredible £318 million in potential additional profit.
If you want to find the right level of investment for both print and digital news brands to drive the best profit for your campaign, try our PROI optimiser.
For more detail on how news brands can drive advertising effectiveness check out our travel category deck.