Who can make the sun shine?

Measuring = knowledge with a headstart

Turn the crisis

to your advantage!

Sanoma PULSE keeps the

fingeron the pulse

Bureau

Novio Data

Data collection period

9/07 - 22/07

Method

CAWI through

'Allemeningen' panel

(more than 7,000 women)

Sampling procedure

random

Universe

women 18 - 65 y.o.

Sample size

n=864

Weighting criteria

age and language

based on the most recent CIM research

63%

changes travel pattern because of

the crisis

Feels and reacts to crisis

yes, hard yes and action yes, anticipatory no

6% 33% 47% 13%

obliged to stay at home 2% -

exchange holiday for daytrips 23% 38% anticipatory 1%

reduce holiday budget 38% 47% anticipatory 1%

Unchanged 23% 57% anticipatory 12%

87%

Effect on travel behaviour

35%

63%

5 types

of cost

reductions

64% 60% 22%

70% 45%

Reduces the frequency of

the trips

Waits for promos or

last minute holidays

Remains in the country instead of going abroad

Spends less on accommodation

Books more often

directly

4 typesof

travellers

almost ¼ ofall holidays

(at least 1 night)

48%

60% of all day trips

(no overnight stay)

32%

45% ofSHORT holidays(1 to 3 nights)

12%

35% of allLONG holidays

(4 nights or more)

8%

35%

businessas usual

±50% of all holidays

52% books SHORT holidays directly (sel 138)

30% books LONG holidays directly (sel 133)

Does not like organised trips (sel 118)

Does not like to go to the same place (sel 122)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

Sel 180 Sel 151

48% is between 45-65 yo

45-54 selectivity of 114

63% social status 1-4

60% no children (living at home)

PAID OWNED EARNED

68% Websites - Online search

46% Travel brochures

24% Visit agency

55% Offline WOM

14% Blogs & forums

40% Magazines

23% TV

10% Daily newspapers

FLANDERS WALLONIA

TOUCHPOINTS SANOMA BRANDS

PAID OWNED EARNED FLANDERS WALLONIA

TOUCHPOINTS

24%

exchanges their holidays for

daytrips

15% of SHORT holidays

10% of LONG holidays

48% books SHORT holidays exclusively through agency (sel 123)

28% alternates booking of LONG holidays (sel 112), mainly for transport (sel 142)

Likes organized trips (sel 123)

Likes going to the same place (sel 119)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

Sel 116Sel 119

Target Group 1

66% is between 18-44 yo

15% lives with parents

17% lives alone

18 – 24 yo = sel 147

57% Websites - Online search

39% Travel brochures

24% E newsletters

59% Offline WOM

16% Blogs & forums

44% Magazines

29% Daily newspapers19% TV

Target Group 2

33% families with children

10% single parents

Kids <29 mnths = sel 138

Social status 5-8 = sel 109

SANOMA BRANDS

39%

will save on travel budget

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

PAID OWNED EARNED

64% Websites - Online search

45% Travel brochure

30% E newsletters

61% Offline WOM

21% Social media

32% Magazines

29% TV

11% Daily newspapers

FLANDERS WALLONIA

TOUCHPOINTS

34% of SHORT holidays

44% of LONG holidays

57% exclusively agency customers forLONG holidays (sel 109)

42% exclusively agency customers forSHORT holidays (sel 109)

Average profile in type of traveling

Sel 122Sel 108

45% is between 25-44 yo

48% families with children living at home

35 – 44 yo = sel 111

At least 1 child under <6 (sel 115)

Also children between 13-18 (sel 126)

Partly single parents (sel 116)

26% Visit agency

Intensive search!!

SANOMA BRANDS

PAID OWNED EARNED FLANDERS

WALLONIA

TOUCHPOINTS

64%

of savings = reduce

frequency or duration

22% of SHORT holidays

27% of LONG holidays

56% exclusively agency customers for LONG holidays (sel 107), alternates mainly regarding accommodation (sel 115)

41 % exclusively agency customers for SHORT holidays (sel 107), 28% alternates (sel

116)

Likes organized trips (sel 114)

Likes going to the same place (sel 109)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

Target Group 1

49% families with children

living at home

35 – 44 yo = sel 116

At least 1 child under <6 (sel 112)

Also children between 13–15 yo (sel 135),

Single parents (sel 130)

61% Websites - Online search

45% Travel brochures

33% E newsletters

58% Offline WOM

19% Social media

30% Magazines

27% TV

12% Daily newspapers

Target Group 2

55-65 yo selectivity of 119

Intensive search!!

Sel 104

SANOMA BRANDS

PAID OWNED EARNED FLANDERS WALLONIA

TOUCHPOINTS

60%

of savings = promotions or

last-minute offers

22% of SHORT holidays

28% of LONG holidays

61% exclusively agency customers for LONG holidays (sel 117)

43% exclusively agency customers for SHORT holidays (sel 111), alternates mainly

regarding accommodation (sel 114) Likes organised trips (sel 124)Does not like to go to the same place (sel 106)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

50% families with children living at home

35 -44 yo = sel 124

At least 1 child under <6 (sel 112)

Also children between 13–18 (sel 133)

Large share of single parents (sel 156)

59% Websites - Online search

54% Travel brochures

34% E newsletters

65% Offline WOM

26% Social media

34% Magazines

33% TV

11% Daily newspapers

Intensive search!!

Sel 112

33% Visit agency

SANOMA BRANDS

PAID OWNED EARNED FLANDERS

WALLONIA

TOUCHPOINTS

22%

of savings = holiday in the

country instead of abroad

±8% of SHORT and LONG holidays

37% booking of LONG holidays alternately through agency or directly (sel 145)

43% booking of SHORT holidays alternately through agency or directly (sel 180)

Likes going to the same place (sel 146)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

Target Group 1

25-44 yo selectivity of 131

Living alone with or without children (sel 108 and

138) Children <15 (sel 125)

57% Websites - Online search

39% Travel brochure

35% E newsletters

62% Offline WOM

17% Social media

28% Magazines

27% TV

15% Free press

Target Group 2

55-65 yo selectivity of 123

Intensive search!!

Sel 118

SANOMA BRANDS

PAID OWNED EARNED FLANDERS WALLONIA

TOUCHPOINTS

70%

of savings = lower accommodation

costs

24% of SHORT holidays

32% of LONG holidays

53% exclusively agency customers for LONG holidays (sel 102), alternates mainly regarding accommodation (sel 119)

40% exclusively agency customers for SHORT holidays (sel 104), 31% alternates mainly regarding accommodation (sel 115)Does not like organised trips (sel 109)Likes going to the same place (sel 112)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

38% is between 18-34 yo

45% families with children living at home

19% families with children no longer living at home

18 – 24 yo = sel 116

At least 1 child under <6 (sel 109)

Also children between 13-23 (sel 121)

67% Websites - Online search

43% Travel brochure

31% E newsletters

64% Offline WOM

21% Social media

34% Magazines

27% TV

10% Radio

Intensive search!!

28% Visit agency

Sel 139

SANOMA BRANDS

PAID OWNED EARNED FLANDERS WALLONIA

TOUCHPOINTS

45%

of savings = booking more

oftendirectly

17% of SHORT holidays

22% of LONG holidays

37% booking of SHORT holidays alternately through agency or directly (sel 156)

35% booking of LONG holidays alternately through agency or directly (sel 139),

Does not like organised trips (sel 105)Likes going to same place (sel 111)

SOCIO-DEMOGRAPHIC TRAVEL BEHAVIOUR

53% is between 25-44 yo

56% families with children living at home

35 – 44 yo = sel 136

At least 1 child <6 (sel 136)

Also children between 13-18 (sel 124)

67% Websites - Online search

37% Travel brochures

35% E newsletters

65% Offline WOM

20% Social media

29% Magazines

22% TV

9% Daily newsp.

Intensive search!!

Sel 111

SANOMA BRANDS

Media behaviour

traveller types

POE consumption

ATL consumption

Sanoma consumption

43% Magazines

29% TV

13% Daily newsp.

Paid HIGH

Owned MEDIUM

Earned HIGH

30% Magazines

21% TV

11% Daily newsp.

Paid LOW

Owned MEDIUM

Earned LOW

42% Magazines

33% TV

19% Daily newsp.

Paid HIGH

Owned HIGH

Earned HIGH

40% Magazines

27% TV

8% Daily newsp.

Paid LOW

Owned LOW

Earned LOW

SPECIALS SPECIALS