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

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 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 •

3 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 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

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

5 1 s t C l a s s C o m m u n i c a t i o n Frankfurter Allgemeine Zeitung. The right environment for Travel Advertising In the travel supplements …and Sunday …on Thursday … and every day „digital“

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

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

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

19 1 s t C l a s s C o m m u n i c a t i o n Holiday Travel within the last 12 Months 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! • share in % 40,9 34,8 31,4 21,9 1x annual holiday several annual holidays F.A.Z./ F.A.S. combination Total population Source: AWA 2012

20 1 s t C l a s s C o m m u n i c a t i o n Interests: Holidays und Travel 54,2 share in % 40,6 36,6 22,2 Very interested I nterested and considered an expert F.A.Z./F.A.S. • readers are above average interested in F.A.Z./ F.A.S. combination Total population holidays and travel. Nearly 37% are • considered to be experts in the field! Source: AWA 2012

21 1 s t C l a s s C o m m u n i c a t i o n Readiness to Spend on Travel 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. 65,4 share in % 46,0 F.A.Z./ F.A.S. combination Total population Source: AWA 2012

22 1 s t C l a s s C o m m u n i c a t i o n Decision Making: Holiday Planning Share in % 24,0 I decide alone 24,4 55,8 I decide, others are invloved 46,9 25,1 Decision maker with expertise 15,2 F.A.Z./ F.A.S. combination Total population Source: AWA 2012

23 1st Class Communication Holiday Destinations beyond Europe 11,3 6,9 6,3 5,3 4,8 4,5 3,4 2,5 2,2 1,7 1,5 1,0 North America Central or Africa The Near East, Asia including long-distance South America Turkey I ndia trips (outside Europe) F.A.Z./ F.A.S. combination Total population Source: AWA 2012

24 1st Class Communication Type of Flights within last 12 months 11,7 Business 2,8 40,3 Pleasure 26,4 F.A.Z./ F.A.S. combination Total population Source: AWA 2012

25 1 s t C l a s s C o m m u n i c a t i o n Short city breaks Share in % 65,7 took a short city break 46,7 F.A.Z./ F.A.S. combination Total population Source: AWA 2012

26 1 s t C l a s s C o m m u n i c a t i o n I enjoy staying in Luxury Hotels 22,4 share in % 8,7 F.A.Z./ F.A.S. combination Total population 22.4% of all F.A.Z./F.A.S. readers enjoy staying in top quality hotels. The average is considerably lower. Source: AWA 2012

27 1 s t C l a s s C o m m u n i c a t i o n Interest: Special Wellness Packages Share in % 11,7 Very interested 9,4 7,4 I nterested & considered an expert in the field 5,0 F.A.Z./ F.A.S. combination Total population Source: AWA 2012

28 1 s t C l a s s C o m m u n i c a t i o n Willingness to spend on Health and Wellness Packages share in % 40,9 32,7 F.A.Z./ F.A.S. combination Total population F.A.Z./ F.A.S. readers are not only interested in wellness packages, they are also prepared to spend more on them. Source: AWA 2012

29 1 s t C l a s s C o m m u n i c a t i o n 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 29 < Media Service>

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.

31 1st Class Communication Business trips: frequency 86,8 Business trips total 81,0 53,4 at least 1x per month 42,3 65,3 at least 1x per quarter 54,8 F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

32 1st Class Communication Domestic Flights (Germany) 31,5 domestic flights (Germany) total 18,6 29,3 at least once a year 17,1 24,7 at least twice a year 13,3 8,8 at least once a month 3,5 F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

33 1st Class Communication Business Trips: Accomodation in 4* or 5* Hotels during trip 51,2 39,6 § F.A.Z./F.A.S. readers travel in style both at 25,7 home and abroad. Among 17,5 decision makers, 95,000 choose a 4* or 5* Hotel while on the their business Germany Abroad trip abroad. F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

34 1st Class Communication International business trips destinations (1) 25,6 Western Europe 18,6 12,4 Eastern Europe 9,3 5,0 North America 2,8 4,2 China 2,1 Near and middle 2,1 East 1,3 F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

35 1st Class Communication International business trips destinations (2) Latin/ South 1,7 America 1,1 1,4 I ndia 0,7 1,3 Japan 0,6 0,8 Africa 0,5 Australia/ New 0,4 Zealand 0,2 F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

36 1st Class Communication International business flights to Europe 25,9 All international business flights 17,8 All international 23,7 business flights to 16,3 Europe 17,9 At least twice a year to Europe 12,3 22,9 At least once a year to Europe 15,7 F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

37 1st Class Communication International business flights outside Europe 25,9 All international business flights 17,8 All international 9,1 business flights 5,6 outside Europe 6,9 At least twice a year outside Europe 3,7 8,9 At least once a year outside Europe 5,3 F.A.Z./ F.A.S. readers Total Decision makers Source: LAE 2012

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!