Just the ticket
Some 7.2 million Australians use travel sections for inspiration as they dream about their next holiday.
Travel journalism represents pleasurable escapism for readers who, according to emma figures, and are avid travellers.
Some 85 per cent of readers intend to go on a holiday in the next 12 months – and nearly one-third (29%) plan an overseas trip.
One in two (48%) print newspaper readers have read a travel section in the past four weeks.
Readers will also use print to find the best digital sites that can offer further information and booking options – an important point for advertisers who invest heavily in their own digital presence. Some 60 per cent of heavy newspaper readers have
visited a travel website in the last 4 weeks, according to emma.
Newspapers are only second to online as the most useful media that influences holiday decisions, with 31 per cent of Australians using print newspapers to help plan their next trip.
Print newspapers inspire and influence holiday ideas and entice readers into action.