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.

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Hotels & Accommodation

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.

Sources: 1 The Global Passenger Survey Wave; 2 IPSOS European Affluent Survey 2015; 3 GfK MRI Fall 2014


Key facts

  • Ink US airlines represent 28% of all hotel leisure bookings 3
  • 22% of Ink Global passengers stayed more than 11 nights in hotels abroad last year 2
  • 58% of Ink US passengers stayed in hotels for leisure and 38% for business last year 3
  • 11% of all Ink UK passengers stayed in 5 star hotels last year

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Meetings, Incentives, Conference and Events (MICE)

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

Key facts

  • 24% of Ink European Affluents attended a conference last year 1
  • Ink European Affluents represent 13% of all European international business hotel bookings 1
  • 11% of United Hemispheres readers are responsible for Convention decisions 2
  • 53% of readers look for Conference advertising in the inflight magazine 3

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Property & Investments

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

Key facts

  • 27% of Ink European Affluents invest in second property 1
  • Ink UK passengers represent 53% of all UK second-home owners
  • American and United Airlines passengers represent 33% of all second-properties bought in the last year 3
  • 12% of readers think about financial investments during a flight 3

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Travel & Tourism

Travel & Tourism

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

Key facts

  • Ink US passengers represent 62% of all international vacations from the US 2
  • Ink UK passengers’ average holiday spend is €2,219 - 28% higher than the UK average
  • Ink US readers average international vacation spend: $5,183 3
  • 86% of readers look for Tourism advertising in the inflight magazine 4

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Watches & Jewellery

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.

Sources: 1 generation se; 2 IPSOS European Affluent Survey 2015; 3 GfK MRI Fall 2014; 4 The Global Passenger Survey Wave I

Key facts

  • Watch sales represent 4% of all travel retail revenue 1
  • Ink UK passengers represent 33% of all UK Luxury watch purchases
  • 12% of Ink passengers bought tax-free watches & jewellery in 2014 4
  • A single luxury watch advertiser achieved the highest ad recall of 70% in an Ink inflight magazine 4

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Winter Sports & Ski

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.

Sources: 1 The Global Passenger Survey Wave; 2 IPSOS European Affluent Survey 2015; 3 GfK MRI Fall 2014

Key facts

  • United and American Airlines passengers represent 63% of all US skiing vacations 2
  • American Way magazine is the 5th largest US magazine read by skiers
  • Ink EU passengers are 43% more likely to be skiers than average
  • 29% of UK skiers are easyJet passengers

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