Concluding my series of blogs on Reinventing Travel Media, I uncover what new technology and social media mean for the future of travel media. If you haven’t read Part 1 or Part 2 yet, I recommend you read them first.
Advertising and Markets
Welcome the 2nd instalment of my blog series on Reinventing Travel Media. If you haven’t already read Part 1, to see my review on where we are today. In this post, I’ll explore the appeal of inflight media to passengers, and what this could mean for its future.
Recently I was lucky enough to be invited to speak at the New York Times Travel show on the future of travel media. As the world’s leading travel media company, Ink has quite a role in that future. In a three part series of blogs, I wanted to share with you some of our key insights on this fast evolving landscape…
While most of the marketing world’s attention seems to be focused on digital media, print media continues to deliver outstanding results. Or so the print media outlets tell us - with no other ways to measure, marketers have no way to know that these claims are true.
The Business Traveller is a key audience for airlines, and also for advertisers who can reach influential business-decisions makers travelling to business engagements in a way few other media can achieve.
Sunglasses purchases prompted a remarkably consistent reaction from survey respondents. The Global Passenger Survey reveals that in every region and carrier type no respondents had planned to buy sunglasses, but a consistent 8% across the board stated they had bought them either at the airport or inflight.
Destination features and Hotel reviews form the editorial core of the inflight magazine; 95% of readers look for Tourism features & 87% look for holiday and hotel advertising in the magazine.
Driving web-traffic for brands is a key function of advertising; GPS reports that 21% of some airlines’ readers visit the website of a brand they saw advertised in the magazine.
This is the first of our Ink Global blog series sharing recent insights from Ink’s Global Passenger Survey, the world’s largest passenger survey of over 50 airlines. Over the next few weeks we will reveal essential insights from the wide range of topics researched in the survey, with this first excerpt looking at the continuing take-up of inflight magazines by airline passengers.
Inflight magazine advertising displays a strong call-to-action from readers, with 73% acting upon inflight-magazine adverts in some form.
- “Doing a forgery takes a lot more skill than doing an original,” Read more in #TheNationalMag for @Amtrak… https://t.co/AGzzYvDz4T
- .#OscarssoBritish for Dev Patel, Andrew Garfield & Naomie Harris ? @DanRutstein links Hollywood to the UK… https://t.co/8nQ6akWUDW