Travel

ES Magazine readers are well informed travellers who seek many different sources before making their holiday decisions. They have a high propensity for multiple holidays and often indulge in last minute breaks.

ES readers are 65% more likely than the national average to be influenced by newspapers and magazines when making their holiday decisions.
TGI | 2008

27% of ES readers are interested in reading about travel in magazines - 23% higher than the national average
46% have visited a travel website for information - 29% higher than the national average
32% believe that newspapers and magazines influence their travel decisions - 65% higher than the national average
63% have travelled by air in the last year - 34% higher than the national average
Our readers spent £432m on holidays in the last year
ES readers are 16% more likely than the national average to take five or more holidays a year

How Booked Last Holiday

Used travel agent to book package holiday: Index 41
Used travel agent to book flight and accomodation: Index 219
Used travel agent to book flight only: Index 204
Used tour operator to book package holiday: Index 204
Used tour operator to book flight only: Index 353
Made own travel arrangements: Index 85
Booked directly with airline: Index 166

Advanced Booking

10% booked their last holiday within 2 weeks of departure - 33% higher than the national average
13% booked their holiday within a month of departure - 17% higher than the national average
10% booked within two months of departure
Our readers are 25% more likely than the national average to book their holiday within four months of departure

Travel Method For Last Holiday

Air Charter: Index 67
Air Scheduled: Index 197
Took car abroad by sea: Index 160
Eurotunnel with vehicle: Index 47
Eurostar with foot passengers: Index 369
Rail: Index 183
Sea Cruise: Index 201

Destinations and Type of Holiday

In the last year ES readers:

33% : have visited Europe
18% : have visited the rest of the world
12% have taken a city/short break - 11% higher than the national average
17,000 have taken a multi country holiday - 197% higher than the national average
ES readers are 246% more likely than the national average to have gone skiing and 305% more likely to have taken a watersports holiday

Lifestyle Statements

78% like the idea of travelling abroad - 19% higher than the national average
20% believe that 'on holiday I only want to eat drink and lie in the sun'
50% 'try to go somewhere different on holiday every year'
34% prefer 'holidays off the beaten track'
23% like to go on holidays where the activities are organised for them

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