Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

The business traveller is a hot target for many travel brands, from tourist boards and luxury resorts to inward investment bureaux and car hire firms. However, they are literally a moving target which makes reaching them with traditional TV ad campaigns a notoriously difficult affair – they simply don’t have the time to sit and watch as much domestic TV as the average person.

However, research carried out this year by Ipsos in its Affluent Survey Europe shows why travel brands need to find alternative routes to reaching this elusive group.

An affluent, influential profile

For a start, the research shows that the more they travel on business, the more holidays business travellers are likely to take – with those travelling on business 11 times or more taking double the amount of holidays (four) compared to the average affluent consumer*.

For specialist travel brands, it’s interesting that the survey also highlights the fact that they are more likely to be adventurous in terms of the type of holiday they take, and they are over three times more likely than the average affluent population to wish to travel ethically.

Frequent business travellers are also likely to be senior level influencers, with those taking 11 or more business flights a year being four times more likely than average to be C-suites.

Not only that, but the Ipsos survey also shows that business travellers are high earners, being two-and-a-half (231 index) times more likely than average to earn 80,000 Euros or above - and they’re not afraid to spend it. Their online spend is one thousand times higher than for a non-traveller. 


What’s the alternative route to reach them?

There is good news, though, for travel brands who want to reach this elusive but attractive audience. For a start we have found that, if you identify the right media channels to reach them, business travellers can be more receptive to marketing messages as they actually have time to consume media while they’re travelling.

Travel time is essentially enforced down time for these people, and catching up on the latest news and thinking is how many of them like to spend this time.

But what are the right media channels to reach them?

Well, according to the Ipsos study, the more they travel, the more likely business travellers are to be keen watchers of international TV channels – i.e. TV channels (and their associated digital platforms/websites) which broadcast beyond national borders to an international, rather than domestic, audience. 96% of those who had travelled abroad on business 21 or more times in the past 12 months had watched international TV channels.

Plus, 27% of all business travellers revealed that they had watched international TV in a hotel room in the past month, rising to 42% for those taking 11 or more trips in a year.

It’s therefore no surprise that, according to Kantar Media, travel and tourism takes the greatest share of advertising spend on international TV channels, accounting for 19% and 146m Euros.


What are the benefits of international TV?

However, target audience reach isn’t the only reason why travel brands should be looking to international TV channels.

For instance, ad breaks tend to be shorter on international TV channels, a factor proven by Billett Consultancy in studies over the past decade to lead to increased levels of brand awareness and advertising recall.

In addition, they provide advertisers with a simpler, more cost effective way to buy media, with the whole of Europe reached with a single spot. This can significantly drive down the cost per thousand compared to buying market by market, a factor that has growing appeal as domestic audiences are becoming increasingly fragmented.

Also, it’s a fact that international TV channels tend to be more flexible and hands-on than domestic TV channels, often working with brands to create tailored creative campaigns with them to optimise the impact of their ads, maximising stand out to business travellers.

All of this adds up to an opportunity that travel brands should explore if they have not yet advertised on international TV channel; especially when making the shift from ‘multi-national’ to international campaigns can also strengthen brand messaging through execution of a single, unified brand message across a whole region.

For more information visit www.intvgroup.org


*top 13% of income earners

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