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The Global Passenger Survey, the world's largest airline passenger survey of over 40 airlines, uncovered insights into a range of passenger behaviour and opinion, including how passengers engage with their inflight magazine. Given the size and range of the survey, these media insights make GPS effectively the largest inflight media survey of its kind.

The Luxury of Print


A recent article on bbc.com wondered “can paper survive the digital age? Being web-based, you might think bbc.com would say that, as digital media revenues grow at the expense of newsstand magazine circulations.  Passenger numbers, and inflight readers, however are set to increase by over 5% every year according to IATA.  And, although you are probably reading this online, there is new evidence that supports the unique properties of the printed word.

The internet has undoubtedly changed the world of advertising. So much so that some believe that focusing all marketing dollars on social media only is the best solution, but there is strong evidence that print maintains a stance as a powerful medium for advertising. The question shouldn’t be whether or not print is dead, but rather why it has taken marketers so long to work out how to leverage the unique qualities of each together in a cohesive campaign?

At the World Travel and Tourism Council Global Summit in Madrid this month, ‘Disruption’ was the theme. The audience was shouted awake by Gary Vaynerchuk, a passionate entrepreneur and investor that has ridden the Silicon Valley wave with phenomenal success. His message to us? Print advertising is dead. It’s about depth (engagement) and not breadth (coverage). Put 80% of your advertising budget in Facebook.

We have seen in a recent study that advertising placed on boarding passes during a journey is viewed most inside the plane cabin . The Global Passenger Survey also establishes that passengers mostly plan their next trip whilst travelling, with up to 66% planning during the journey, as opposed to when they have returned home (58%). 

Luxury brands like to segment their activities into geographical markets – but this doesn’t reflect the reality for the modern luxury buyer. The jet-setting elite buy what they want where they want, travelling the world to find the perfect fit for their desires. They choose to make a luxury purchase because they desire the quality, the lifestyle and the status that it confers; buying a luxury product or service for them is a uniquely fulfilling experience.

Would you like to know the Psychological secret to advertising that will see your sales numbers rocket?

Bit of a silly question really; of course you would, no matter your sector or industry. Plenty of businesses advertise, but as John Wanamaker famously complained half of it isn’t having the desired effect - if only you could tell which half!

Inflight magazines boast an impressive readership, with 97% of passengers having read an airlines’ inflight magazine in the last year. Research has established that passengers are in a “moderately alert” state of mind stimulated by the experience of the inflight environment, which promotes an engaged mind-set, seeking entertainment, inspiration and aspiration.

Tourism features consistently score the highest in terms of editorial engagement with inflight magazine readers across all the airlines surveyed in The Global Passenger Survey, proving the relevance of inflight magazines as a natural source of information and inspiration for this sector. 

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