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Discover how vacationers use magazines and the web to plan trips, take action on travel ads, and make bookings. Explore the influence of magazines on travel decisions and the impact on travelers' actions. Learn how to maximize your travel planning through magazine and web resources.
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TRAVEL Vacation and leisure travelers use magazines and the web to plan trips Magazine media users rely on magazines and the webfor vacation ideas. They take action after seeing a travel ad: They go toadvertiser websites, conduct searches, recommendedtravel info to friends/family and most importantly, make bookings. They even clip travel ads for future reference, takepicturesof a QR code/snap tag with their cell phone andjoin the advertiser’s social network. Q: Which of the following sourcesdo you typically use to planpersonal or leisure trips (%)? Source: Google/OTX, Traveler’s Road to Decision 2011, July 2011 Magazine readers are more likely to travel with kids Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine and web readers are frequent and desirable travellers Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) MAGAZINESCANADA.CA
TRAVEL 61% of Magazines readers take action after noting a travel ad 31% net Impact Actions(% positively impacted by the ad or recommended the product) 32% net Reference Actions (% actively seeking more info about the advertised product) Magazine readers plan active holidays 26% net Purchase Actions (% purchased or considering purchase of the advertised product) Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazines and the web perform throughout the traveler’s decision funnel Q: Listed are some of the sources typically used to plan personal or leisure/business trips?Please indicate the statements which you feel apply to each source of information Source: Google/OTX, Traveler’s Road to Decision 2011, July 2011 Magazine media make the connection with vacation travellers. Source: StarchMetrix Canada – Travel Category, April 2012 to March 2013 * Actions based on respondents who noted ads MAGAZINESCANADA.CA