The right environment for Travel Advertising Frankfurter Allgemeine - - PowerPoint PPT Presentation

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The right environment for Travel Advertising Frankfurter Allgemeine - - PowerPoint PPT Presentation

Jul 31, 2023 270 likes •567 views

The right environment for Travel Advertising Frankfurter Allgemeine Zeitung print and digital 2 1 s t C l a s s C o m m u n i c a t i o n Overview of the German Travel Market 27% of EU travellers come from Germany Studies show

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The right environment for Travel Advertising

Frankfurter Allgemeine Zeitung „print and digital“

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  • 27% of EU travellers come from Germany
  • Studies show that Germans see holidays as an integral

part of their standard of living. They are more likely to make savings on a car or their house

  • Short trips are becoming increasingly more popular as

seasonality is reduced

  • 50% of travellers book holidays via travel agent

1 s t C l a s s C o m m u n i c a t i o n 2

Overview of the German Travel Market

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  • Long distance travel is also increasing as travellers

become more experienced

  • Family/Beach holidays are declining
  • Fastest growing areas are cruises, special interest and

active holidays

  • 23% of trips are second or third holidays
  • Germans book more than 30 million long organised

holidays per year

1 s t C l a s s C o m m u n i c a t i o n 3

Overview of the German Travel Market

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Travel Advertising in Germany: A must for every country reliant on Tourism.

  • In 2011 Germans were the Number 1 travellers in

the world: they spent € 61 Billion on foreign travel

  • Trips lasted an average of 10 days
  • In 2011 Germans made 164 million business trips,

the average being 2 days

  • The German travel market is stable
  • Germany is an affluent and well educated society

with the desire and the means to travel

  • 60% of the population regularly go on holiday

1 s t C l a s s C o m m u n i c a t i o n 4

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Frankfurter Allgemeine Zeitung. The right environment for Travel Advertising

In the travel supplements …on Thursday

1 s t C l a s s C o m m u n i c a t i o n 5

… and every day „digital“ …and Sunday

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6 1st Class Communication

Editorial dedication – a regular editorial environment

  • Both the F.A.Z and the F.A.S. have a travel section
  • A team of 25 journalists contribute to the travel sections, with regular contributions

from well known travel specialists and celebrities

  • The F.A.Z. has a dedicated travel section on a Thursday
  • A further Travel section appears in the Sunday F.A.S. edition
  • The online Travel Pages provide a further opportunity to reach our target audience
  • The Frankfurter Allgemeine Magazin offers travel editorial in a luxury environment

8 times a year

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Travel Sections F.A.Z. and F.A.S.

  • The travel sections are a structured journey for the

reader and are designed to provide far more than just information about different destinations.

  • The travel reports paint vivid and entertaining

portraits of destinations encompassing literature, gourmet, tradition and culture

  • The summer and winter series encompass

fascinating, in depth reports on specific subjects

  • Advertisements are published in combination
  • In addition it is possible to book advertorials in both

travel sections

1 s t C l a s s C o m m u n i c a t i o n 7

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  • I. Private Holiday and Wellness Travel

Sample: The Institut für Demoskopie in Allensbach carries out an annual survey consisiting of a sample of the German population over the age of 14. This sample forms the basis of the behavioural study of 70 million consumers.

1 s t C l a s s C o m m u n i c a t i o n 18

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Holiday Travel within the last 12 Months

31,4 40,9 34,8 21,9 1x annual holiday several annual holidays

F.A.Z./ F.A.S. combination Total population

share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 19

  • F.A.Z./F.A.S. readers travel frequently: 31% at least once per year;

nearly 41% take several holidays per year.

  • F.A.Z./F.A.S. travel more frequently than the average total population!
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Interests: Holidays und Travel

54,2 36,6 40,6 22,2 Very interested I nterested and considered an expert

F.A.Z./ F.A.S. combination Total population

share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 20

  • F.A.Z./F.A.S.

readers are above average interested in holidays and travel.

  • Nearly 37% are

considered to be experts in the field!

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Readiness to Spend on Travel

65,4 46,0 F.A.Z./ F.A.S. combination Total population share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 21

F.A.Z./F.A.S. readers are not only particualarly interested in travel – they are also prepared to spend more than average on holidays and travel.

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Decision Making: Holiday Planning

24,0 55,8 25,1 24,4 46,9 15,2 I decide alone I decide, others are invloved Decision maker with expertise

F.A.Z./ F.A.S. combination Total population

Share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 22

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23 1st Class Communication

Holiday Destinations beyond Europe

5,3 2,2 4,8 6,9 3,4 11,3 1,7 1,0 2,5 6,3 1,5 4,5 North America Central or South America Africa The Near East, Turkey Asia including I ndia long-distance trips (outside Europe)

F.A.Z./ F.A.S. combination Total population

Source: AWA 2012

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24 1st Class Communication

Source: AWA 2012

Type of Flights within last 12 months

11,7 40,3 2,8 26,4 Business Pleasure

F.A.Z./ F.A.S. combination Total population

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Short city breaks

65,7 46,7 took a short city break

F.A.Z./ F.A.S. combination Total population

Share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 25

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I enjoy staying in Luxury Hotels

22,4 8,7 F.A.Z./ F.A.S. combination Total population share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 26

22.4% of all F.A.Z./F.A.S. readers enjoy staying in top quality hotels. The average is considerably lower.

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Interest: Special Wellness Packages

11,7 7,4 9,4 5,0 Very interested I nterested & considered an expert in the field

F.A.Z./ F.A.S. combination Total population

Share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 27

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Willingness to spend on Health and Wellness Packages

40,9 32,7 F.A.Z./ F.A.S. combination Total population share in %

Source: AWA 2012

1 s t C l a s s C o m m u n i c a t i o n 28

F.A.Z./ F.A.S. readers are not only interested in wellness packages, they are also prepared to spend more on them.

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< Media Service> 29

Conclusion: Leisure travel

  • F.A.Z. and F.A.S. readers are very interested in holidays and travel
  • F.A.Z. and F.A.S. readers travel more frequently than the average population and are willing to

spend considerably more money on holidays and travel

  • Apart from main holidays F.A.Z. and F.A.S. readers also undertake short city breaks, enjoy

staying in luxury accomodation and are willing to spend more on wellness holidays

1 s t C l a s s C o m m u n i c a t i o n 29

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30 1st Class Communication

  • II. Business Travel
  • Sample: Decision makers in business and

administration* - Germany‘s business Elite

*Business decision makers: including self employed, freelance,

top managers and officials – 2.7 million.

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31 1st Class Communication

Business trips: frequency

Source: LAE 2012

86,8 53,4 65,3 81,0 42,3 54,8 Business trips total at least 1x per month at least 1x per quarter

F.A.Z./ F.A.S. readers Total Decision makers

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32

Domestic Flights (Germany)

1st Class Communication

31,5 29,3 24,7 8,8 18,6 17,1 13,3 3,5 domestic flights (Germany) total at least once a year at least twice a year at least once a month

F.A.Z./ F.A.S. readers Total Decision makers

Source: LAE 2012

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33 1st Class Communication

Business Trips: Accomodation in 4* or 5* Hotels during trip

51,2 25,7 39,6 17,5 Germany Abroad

F.A.Z./ F.A.S. readers Total Decision makers

§ F.A.Z./F.A.S. readers travel in style both at home and

  • abroad. Among

decision makers, 95,000 choose a 4* or 5* Hotel while on the their business trip abroad.

Source: LAE 2012

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34 1st Class Communication

International business trips destinations (1)

25,6 12,4 5,0 4,2 2,1 18,6 9,3 2,8 2,1 1,3 Western Europe Eastern Europe North America China Near and middle East

F.A.Z./ F.A.S. readers Total Decision makers

Source: LAE 2012

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35 1st Class Communication

International business trips destinations (2)

1,7 1,4 1,3 0,8 0,4 1,1 0,7 0,6 0,5 0,2 Latin/ South America I ndia Japan Africa Australia/ New Zealand

F.A.Z./ F.A.S. readers Total Decision makers

Source: LAE 2012

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36 1st Class Communication

International business flights to Europe

25,9 23,7 17,9 22,9 17,8 16,3 12,3 15,7 All international business flights All international business flights to Europe At least twice a year to Europe At least once a year to Europe

F.A.Z./ F.A.S. readers Total Decision makers

Source: LAE 2012

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37 1st Class Communication

International business flights outside Europe

25,9 9,1 6,9 8,9 17,8 5,6 3,7 5,3 All international business flights All international business flights

  • utside Europe

At least twice a year

  • utside Europe

At least once a year

  • utside Europe

F.A.Z./ F.A.S. readers Total Decision makers

Source: LAE 2012

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38 1st Class Communication

Conclusion: Business Travel

  • F.A.Z.- and F.A.S. readers travel even more frequently than

average business decision makers

  • F.A.Z.- and F.A.S. readers undertake more long distance trips

than average

  • F.A.Z. and F.A.S. offer a perfect environment for advertising targeted

at the frequent flyer, whose tastes are exclusive and budget above average!