The January peak time for holiday marketing may have passed - but millions of holiday-makers are still searching for a getaway.
While online operators have undoubtedly become a critical booking tool, data shows newsbrands are a key discovery vehicle.
According to the Q4 2022 return from PAMCo, which measures the published media industry:
- 10.8 million adults holidayed outside the UK at least once in the past year.
- Nine in 10 of those are monthly readers of news publisher content.
So, who are the news-reading holiday-buyers? The PAMCo data, summarised by Newsworks, shows:
- 81% of people who had skiing holidays and city breaks in the last two years are weekly readers of newsbrand content.
- Almost six in 10 people who used the Eurostar or Eurotunnel in the last two years are reached by newsbrands daily.
With hundreds of thousands of bookings yet to be made, and newsbrands offering more channels than ever, operators have more ways than ever before to reach holidaymakers.