Mapping the travel mind

Understanding what one holiday experience offers over another, comparing packages and checking out new ideas has become a regular household activity. Equipped with the Internet and advice from other travellers, consumers can now explore these options themselves; at home, at work or whilst mobile.

But who should they trust to advise them and when are the recommendations of others most important? Who or what convinces a consumer that visiting a particular destination or experiencing a certain activity is how they should spend their time and money?

For advertisers in the travel sector the decision of when and where to invest in advertising is critical. With huge competition between holiday brands and travel agents, Return on Investment from advertising is a major factor in business growth and profitability.

That’s why we’ve conducted original research into the consumer’s holiday planning process. Find out which media are best for inspiring consumers and which are most trusted for recommendations on where or where not to go. Where do social media contribute most and how do traveller’s opinions of their holiday get used by other consumers?

If you are an existing Conrad Advertising client please speak to your account director or manager to receive this Travel Marketing Report. If not, then please click 'Request PDF' below to obtain your copy or call Nick Henley, Media & Planning Director at Conrad Advertising on 020 8920 9149.