
Within the media section of the survey, airline passengers were asked to score the editorial content that they like to read in inflight magazines. Destination features consistently scored No.1 in terms of editorial engagement with passengers across all airlines surveyed, proving the relevance of inflight magazines as a natural source of inspiration and information for travel and tourism features.

Entertainment Guides in 3rd place are seen as a key source of local information for passengers, showcasing tourist attractions, culture and music, with Food Reviews focussing on destination-based restaurants. These two editorial sections play an important role in developing the economies of the destinations that magazines' airlines, indirectly support through airport investment.
Business-traveller respondents in the EU Full-service group scored Hotel Reviews higher than the general result (73%), as features and advertising are particularly relevant to this traveller segment, relying on editorial recommendation for last minute hotel booking. Indeed, 2% of passengers of a single North American airline stated they do not book any city-break accommodation at all until arriving at their destination!
The survey found this high engagement with editorial content to translate into action, with 31% of readers having sourced a holiday they had seen in the magazine. And as up to 66% of passengers on some airlines say they plan their next trip whilst travelling, high interest in tourism continues to drive readership of inflight magazines, with 97% of passengers reading the magazine in the last 12 months.