Ink travel media industry Insights
Ink’s industry research helps our clients and partners get closer to passengers through data and knowledge. We draw on a range of sources to support our clients’ decisions, including traveller insights from The Global Passenger Survey (GPS) , the world’s largest passenger survey.
Click here to discover our airline insights from the Global Passenger Survey.
Hotels & Accommodation
Inflight magazines provide a timely platform for passengers to be inspired by accommodation ideas for upcoming trips, as 78% of short-trip hotels are booked under a month before arrival, matching the monthly magazine print cycle1. And with 73% of passengers looking for Hotel reviews and 86% looking for Hotel advertising, the magazine is the obvious showcase for hotel advertisers to attract clients, with UK easyJet passengers alone spending £8BN on hotels in 2014.
Ink’s European passengers represent 26% of all hotel bookings in Europe with 22% of Ink Global passengers staying more than 11 nights in hotels last year2. Reflecting the upmarket profile of Ink’s US premium magazines, Ink’s US passengers represent 48% of all US 5-Star hotel bookings.
Meetings, Incentives, Conference and Events (MICE)
Ink magazines feature special business sections providing dedicated environments featuring Meeting, Incentive, Conference & Events (MICE) advertising and editorial. With 34% of all Ink passengers travelling on business, Ink’s titles offer an influential audience for this sector, with 41% of European affluent passengers responsible for capital expenditure in their company1, and 31% of all US employees responsible for Convention decisions flying on Ink airlines2.Sources: 1 IPSOS European Affluent Survey 2015; 2 GfK MRI Fall 2014; 3 The Global Passenger Survey
Property & Investments
The luxurious environment of Ink’s inflight magazines is the natural showcase to speak to high net-worth investors with significant private wealth, particularly for Property. With 42% of Ink European Affluent passengers owning stocks and shares1, and 51% of Ink US passengers2, High Net-Worth passengers can be efficiently targeted by relevant advertisers. 11% of passengers stated they think about property investment during their free time on their flight3, and just under 10% of US Ink passengers intend to invest in real estate in the next 12 months2, making the inflight magazine a uniquely placed platform to appeal to investors.Sources: 1 IPSOS European Affluent Survey 2015; 2 GfK MRI Fall 2014; 3 The Global Passenger Survey
The Tourism industry grew by 4% in 2014 to be worth more than US$7.6 trillion worldwide1. Advertisers in this sector can reach more than 750 million passengers through Ink’s magazines and digital media, with 39% of all EU passengers in Europe and 38% of all US airline passengers flying with Ink airlines.Sources: 1 WTTC; 2 GfK MRI Fall 2014; 3 GB TGI; 4 The Global Passenger Survey Wave I
Watches & Jewellery
Watches are the 10th largest travel retail product bought, which is no surprise when 44% of airline passengers look for watch advertising in the inflight magazine4.
Ink’s passengers represent 33% of all luxury watches purchased in the UK. Iberia and easyJet alone represent 5% of all watches bought in Europe2. 70% of United Rhapsody magazine readers bought a watch last year, on average costing $2,1863.
Winter Sports & Ski
Ink airlines serve the best ski destinations in the world, with features on these destinations read by 95% of inflight magazine readers1.
A fifth of Ink European Affluents went skiing or snowboarding last year2, and in the US United and American Airlines passengers represent 63% of all skiing vacations3. Skiers constantly research for the latest equipment and products to help their performance and 66% of inflight readers look for product information in inflight magazines. In the US alone, Ink readers represent 38% of all ski apparel worth $150+3.