Travelistas

Market Overview

• Buoyant Market• 92% planning to take a holiday (7+ nights) in 2011 (84% 2009)• 3/4 - main holiday overseas • Driven by;

- The young adult market and families

- Possible bounce back from financial pressures• 2/5 expect to spend more on holidays this year• 47% are expecting to spend more on their annual holiday

expenditure• People are considering a broader list of destinations when

planning holidays

Source: BDRC Continental Holiday Reports 2011

Perception Challenges• People at the airport already know where they are going,

why advertise to them?– 85% of air travellers think about booking their next trip at the airport

• People at the airport are no more valuable than anyone else, everybody flies, so why don’t I use other media?– JCDA PAX spend 35% more than average on the cost of a holiday

– Heathrow PAX spend 61% more on the cost of a holiday than average

• I can reach the same people in other formats, why bother with airports?– Travellers more adventurous in choosing holiday destinations due to low

cost flights/packages

Source: JCDA Finance Panel; Arriving passengers survey 2007;TGI 2009; CAA

Travelistas n ‘a Vacation of Travelistas’

Hypothesis: “…there is a group, collectively known as ‘Travelistas’ who because they travel more, influence the decisions of

others and earn more than the average person are disproportionately valuable for advertisers. You will find the

highest concentration of them in airports, which is also the best environment to reach them…”

Source: TGI 2011

And this is what we found…

%

Source: TGI 2011

… but advertising at the Airport offers the highest concentration

Outdoor advertising formats seen in the past week…

Index

Source: TGI 2011

Index

…and thus, the highest index…but not just in Outdoor…