There were a record 9.9 million journeys abroad in 2016. LANCE CLATWORTHY looks at news media readers who are intending to travel overseas for a holiday.
Summary : News media influences the holiday makers that spend more
- News media reaches 92 per cent of international holiday prospects
- 43 per cent of national newspaper readers are prospects – that’s 30 per cent more likely than non-readers of news media
- News media readers are 38 per cent more likely to be in the top 20 per cent of spenders on holidays
- National newspaper readers are twice as likely to be in the top 20 per cent of spenders on holidays
- Path to purchase research shows news media as the most influential paid media
Australians are traveling abroad in record numbers
We’ve a thirst for travel – there were a record 9.9 million journeys abroad in 2016. The most frequently stated main reason for these journeys was a holiday (59%). This was followed by visiting friends and relatives (24%) and business (9%) (ABS Overseas departures Dec 2016).
News media reaches 1.9m prospects who will holiday abroad
Focusing on holiday makers, the latest emma research shows that 2m Australians are intending to take a holiday overseas within the next year – news media is read by 1.9m of them. With such high reach, news media readers largely reflect the population aged 14+, but we do see that readers of different news media channels outperform non-readers when it comes to intentions to holiday abroad. In particular, 43 per cent of national newspaper readers will enjoy foreign soil in the next 12 months – compared with non-readers, they’re 30 per cent more likely to be holidaying abroad.
Readers spend more on holidays
The attractiveness of readers is more marked when we look at average weekly spend of these holiday prospects. Compared with non-readers, readers are 38 per cent more likely to be in the top 20 per cent of spenders when it comes to holidays; similarly with expenditure on international air fares. That’s a significant difference, but we find an even bigger strength among readers of national newspapers. For holiday expenditure, they’re twice as likely to be in the top 20 per cent and they’re 70 per cent more likely to be in the top quintile for spend on international flights.
Aged 55+ prospects have higher holiday expenditure
Looking at age bands among holiday prospects, we see that those aged 55+ are 64 per cent more likely to be in the top 20 per cent for holiday expenditure, but compared with non-reader prospects we can see strengths across all reader age groups; aged 18 to 24 are 67 per cent more likely to be among the top spenders on international flights, for example.
Readers aged 18 to 24 making the most of it
Sightseeing (59%) is the most popular aspect that holiday makers are hoping to enjoy abroad. Readers aged 18 to 24 demonstrate their energy and enthusiasm by intending to enjoy each of the top 5 activities more than any other age group. For example, 66 per cent of this age group plan that sightseeing will be a component part. The chart below reflects news media readers of all ages:-
1.1m international cruise ship prospects
International holiday prospects expect to use air travel (90%) and bus/train (29%) as a mode of transport when next holidaying abroad. And 19 per cent intend to use a cruise ship – that’s 1.1m readers of news media.
The USA, UK & Ireland
Among prospect holiday makers who read news media, the USA (22%) and UK/Ireland (22%) are the top intended destinations, but we also see that national newspaper readers have 25 per cent of prospects intending to go to the UK or Ireland.
Multiple information sources in a 4 phase path to purchase
In September 2016, NewsMediaWorks commissioned Research Now to undertake research on the path to purchase for those buying holidays. If we had asked which single source do you first turn to when first planning a holiday, then organic online search would emerge as the main source. However, the path to purchase does not just relate to a first single source. Rather, the buying decision can be broken down into 4 phases – recognising a need, research, forming a shortlist and purchase. And each phase finds prospect buyers using a range of available sources for this expensive purchase – a purchase that they want to get right. As the next 3 charts show, news media is found to be the most influential paid media at the research phase (33%), shortlist phase (26%) and purchase phase (19%). News media has an important role to play in the path to purchase for holidaymakers:-
News media influences the holiday makers that spend more
News media demonstrates 91 per cent reach of prospects intending to holiday abroad in the next 12 months. Compared with non-readers, news media readers spend significantly more on holiday. In particular, national newspaper readers not only spend significantly more but they are significantly more likely to be intending to holiday abroad.
All age groups intend to be sightseeing and relaxing, with those aged 18 to 24 intending to be most active – a likely explanation of high spending on holidays and international air fares. Indeed, compared with non readers, all age groups demonstrate high spend in the latter two categories with aged 55+ topping expenditure on holidays.
Research can demonstrate news media influence as well as reach. Path to purchase research (Sept 2016) shows news media as the most influential paid media in the holidaymaker’s buying decision. News media provides an opportunity for advertisers to communicate with, and to influence the decisions of, those intending to take a holiday abroad.
1. emmaTM 12 months to January 2017. Readership based on last four weeks. Survey conducted by Ipsos MediaCT, people 14+ ; Nielsen DRM January 2017, People 14+ only. Prospects intend to go on a holiday overseas in the next 12 months.
2. ABS Household expenditure survey
3. NewsMediaWorks Path to purchase research conducted by Research Now in September 2016.
4. ABS Short term resident departures http://www.abs.gov.au/ausstats/abs@.nsf/products/961B6B53B87C130ACA2574030010BD05