pearl & dean cinema & travel. overview cinema provides a great platform to showcase travel...
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Pearl & DeanCinema & Travel
Overview
• Cinema provides a great platform to showcase travel brands and destinations
• £6.7 million has been spent on cinema advertising in 2011 so far, predominantly through Tourist Commissions / Offices
• The top 4 spenders are Australian Tourist Commission, Visitscotland, Expedia, Dominican Republic, Turkey, Barbados and the South African Tourism
• Cinemagoers are heavy travellers taking an average of 4 breaks across the year
The Cinemagoer likes to travel
The cinemagoer
72%
£1,273
2.5 weeks
4
20%
Been o
n
holid
ay last
12
m
onth
s
Avera
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o.
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ay
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onth
sA
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end
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onth
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Avera
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o.
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ken in
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sB
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ctivity
Most
Enjo
yed
The Cinemagoer versus other media
72% of cinemagoers have holidayed in the last 12 months compared to
67% of newspaper readers and 60% of heavy TV viewers
26% of heavy Cinemagoers have taken a beach or resort holiday in the last 12 months compared to 19% of heavy TV
viewers
Heavy cinemagoers have been on an average of 2.4 trips in the last 12 monthsfor holiday/pleasure involving air travelcompared to 2.1 for heavy TV viewers
Cinemagoers Enjoy Both Relaxation and Sports on Holiday
Activity Most Enjoy on Holiday
Heavy Cinema goers
%
Heavy TV
Viewers%
1 Relaxing/Lazing Around 29 26
2 Eating well 27 24
3 Beach/Sunbathing 23 17
4 Visiting Natural Sites e.g. waterfalls, caves
15 10
5 Adventure activities 12 5
6 Watersports 5 2
• Heavy cinemagoers more likely than heavy TV viewers to say their favourite holiday activity is relaxing, sunbathing, eating well, watersports and visiting natural sites
Cinemagoers Appreciate Quality, Luxury and Convenience……
Heavy Consumers of Media
Lifestyle Statements – Definitely/Tend to Agree (%)
Cinema%
TV%
Newspaper%
Internet%
1 Sometimes I Treat Myself to Something I Don’t Need
74 56 60 66
2 It’s Worth Paying Extra for Quality Goods
70 59 67 67
3 Prepared to Pay More for Products that Make Life Easier
48 35 42 42
5 I Tend to Go For Premium Rather than Standard Goods/Services
20 17 19 19
6 I Like To Go On Holiday Where Activities Are Organised For Me
19 14 16 13
• Heavy Cinemagoers are more likely to be prepared to pay extra for services that they feel are premium or provide good quality
……And This is Evident in Their Holiday Choices
1 in 10 usually travel First, Business or Premium
Economy
28% have stayed in a 4 or 5 star hotel in the last 12
months
44% have stayed in a 3, 4 or 5 star hotel in the last
12 months
Base: Heavy Cinemagoers
The Cinemagoer and holiday bookings
• 56% definitely/tend to agree that they enjoy planning holidays
• 35% have booked a holiday on the internet in the last 12 months, 11% entirely by telephone and 9% through a personal visit to a travel agent
• 14% have booked a holiday in the last 12 months directly with the tour operator
Base: Heavy Cinemagoers
The cinemagoer – a summary
• Quite a heavy traveller – taking on average 4 trips a year
• Whilst away looking to relax, sunbathe, eat well, visit natural sites
• Looking for and prepared to pay more for quality, luxury and convenience
• Independent when it comes to purchasing trips, happy to purchase online
Pearl & DeanCinema & Travel