1. Travel

2. Key Findings: Travel ads
Print ads for travel brands are marginally less impactful (ad recall: 65% vs 64% for travel ads) than ads across all categories (70% recall) and as a result they score on or just below par across all brand measures. They are just as appealing and interesting as all ads (appeals to me: 28% vs 28%, interesting: 30% vs 30% for all ads) but when it comes to attention and recognition metrics, they fall short (branding: 31% vs 27%, familiarity: 42% vs 36% for all ads)
Lumen eye-tracking shows that readers’ viewing is biased towards right hand pages of a spread – RAMetrics corroborates these findings for ad recall where ads on the right hand side come out stronger.
Image based ads have higher impact but price based ads are much more common. Image based ads demand more attention (28% vs 16% for price-based ads), score higher for familiarity (41% vs 27% for price-based ads) and readers do in fact find them to be more emotional than price-based ads (21% vs 6% for price-based ads).
Looking at readers earning above £30,000 per annum and readers earning below £30,000 per annum, both groups are almost equally as likely to notice the ads (ad recall: 64% vs 63% for high-earners), despite this high earners score significantly better across all brand and action measures – they are more likely to pay attention and to be familiar with the product/brand being advertised.
18-34 year olds score significantly higher than adults aged over 35 across all brand measures for travel print ads. Comparing against the all category averages, travel print ads have higher impact (ad recall: 75% vs 63% for 35+) and are stronger than other categories when it comes to delivering on action.
Digital ads for travel are marginally more noticeable than digital ads for all categories, their strength lies in driving hard metrics which are more action orientated such as promoting visits to the advertiser (13% vs 7% for all ads) and urging consumers to look for more information (11% vs 7% for all ads).
Our ancestors travelled by foot, their successors took to the seas, then came the railroad and eventually we took to the skies. Whether we’re going on holiday, migrating in search of new homes or embarking on gap years, it is clear humans have an innate curiosity. We have a desire to explore that has kept us moving throughout history, crossing frontiers and discovering new environments.
Taking time off is what most of us look forward to the most, with Google searches for flights and holidays peaking in the first week of January according to Google Trends. However the travel sector has faced its share of challenges in recent times, several travel companies have collapsed, including the Monarch Travel Group and Brexit negotiations are still very much ongoing. Despite this, ABTA research shows that more British holidaymakers have taken more holidays than at any point in the last five years.
Travel editorial is a key part of newsbrands across all platforms and readers still rely on newsbrands for inspiration and ideas. According to the latest TGI Clickstream survey, 69% of holidaymakers say that newspapers and magazine articles on holiday and travel influence their choice of holiday, in fact a further 38% admit that they don’t have a destination in mind and are looking to be inspired.
Newspapers are highly effective in the media mix. We know from The ROI study that adding print newsbrands to the media mix in the travel category improves overall campaign revenue return on investment (RROI) by a factor of 3. Despite this, supermarket brands are underspending in newsbrands. In fact, Benchmarketing’s recent analysis of 684 econometric models, focusing on profit return on investment, shows that brands in the supermarket category are missing out on a £72 million of potential profit through underinvesting in newsbrands – that’s a lot of plane tickets!
Analysis of RAMetrics data shows that, from a creative perspective, travel ads could be involving readers just a little bit more, they are almost there (ad recall: 64% vs 65% for all ads) and as a result they score on or just below par across all brand measures. They are just as appealing and interesting as all ads (appeals to me: 28% vs 28%, interesting: 30% vs 30% for all ads) but when it comes to attention and recognition metrics, they fall short (branding: 31% vs 27%, familiarity: 42% vs 36% for all ads). What ads in the travel category are particularly good at is getting engaged readers to take action (engagement to action: 91% vs 83% for all ads), which can translate to more website visits and encourage readers to make recommendations.
Lumen eye-tracking shows that readers’ viewing is biased towards right-hand pages of a spread and adverts on the right are seen more: 94% see full-page ads on right-hand pages, 89% view when on left-hand page. RAMetrics confirms these findings for travel advertisers, readers are more likely to remember ads on the right-hand side (66% vs 62% for left-hand side ads). Taking a closer look at some engagement metrics, we find that both sides have something different to offer and marginally out-perform each other against various measures. Readers find left-hand side ads more beneficial (15% v 13% for right-hand side ads) and positive (30% vs 28% for right-hand side ads), whereas they find ads on the right-hand side to be more informative (new information: 31% vs 30% for left-hand side ads).
Image-based advertising tends to have more of an emotional impact, whereas price-based advertising is more effective at prompting action. For the travel sector, price-based ads are more common than image-based ads, despite image-based ads being more impactful (ad recall: 67% vs 57% for price-based ads). Image based ads demand more attention (28% vs 16% for price-based ads), score higher for familiarity (41% vs 27% for price-based ads) and readers do in fact find them to be more emotional than price-based ads (21% vs 6% for price-based ads).
So what happens when we start thinking about different income groups? How do readers earning below £30,000 per annum (low-earners) and readers earning above £30,000 per annum (high-earners), respond to travel ads in newspapers? Although both groups are almost equally as likely to notice the ads (ad recall: 64% vs 63% for high-earners), however, high-earners score significantly better across recognition measures, they are more likely to pay attention (26% vs 22% for low-earners) and more likely to be familiar with the brand or product being advertised (branding: 31% vs 26%, familiarity: 41% vs 33% for low earners). Low-income earners tend to be more engaged, they are more likely to think that the brand has taken a fresh approach (31% vs 30% for high-earners).
When it comes to age, young people (18-34s) score significantly higher than the over 35s across all brand measures, they’re more likely to remember looking at the travel ad (75% vs 63% for 35+) and they tend to like them more too (like ad: 43% vs 25% for 35+, benefit: 27% vs 13%). When it comes to taking action, young people are more on the ball, they are more likely to look for new information (30% vs 12%) and they even create conversation around the brand (discuss: 24% vs 10%).
Next let’s take a look at how young peoples’ responses to travel advertising in print stack up against their responses to print ads in other categories. When compared against all the category averages, travel print ads have higher impact than ads across all categories (75% vs 66% for all ads) for 18-34s.They score significantly higher across all brand metrics. They provide the reader with new information (48% vs 34% for all ads) and evoke emotions (36% vs 19% for all ads). They even deliver on action; 18-34s are more likely to recommend (36% vs 24% for all) and discuss the products and brands seen in the print travel ads (24% vs 13% for all ads)
Looking specifically at digital, it’s interesting to note that ads for the travel sector are marginally more noticeable than digital ads for other categories on newspaper sites. They are better liked (11% vs 9% for all ads) and considered more interesting (11% vs 10% for all ads). Their strength lies in driving hard metrics which are more action orientated, such as promoting visits to the advertiser (13% vs 7% for all ads) and urging consumers to look for more information (11% vs 7% for all ads).
Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

3. Travel vs all ads - print ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

4. Travel vs all ads - Print
brand measures
attention +
recognition
engagement
action
Travel
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

5. Travel vs all ads – Print funnel
55%
83%
47%
Ad recall 65%
Brand recognition 36%
Engagement 30%
Action 14%
50%
91%
45%
Ad recall 64%
Brand recognition 32%
Engagement 29%
Action 13%
Travel ads
All ads
Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

6. Travel print – LHS vs RHS
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, Left: 31 ads, Right: 43 ads, from 01/01/2015 to 04/09/2018. Score base: read the newspaper

7. Travel print – LHS vs RHS
brand measures
attention +
recognition
engagement
action
Right
Left
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, Left: 31 ads, Right: 43 ads, from 01/01/2015 to 04/09/2018. Score base: read the newspaper

8. Travel print – Image vs price ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, Image: 21 ads, Pricet: 39 ads, from 01/01/2015 to 04/09/2018. Score base: read the newspaper

9. Travel print – Image vs price
brand measures
attention +
recognition
engagement
action
Price
Image
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, Image: 21 ads, Pricet: 39 ads, from 01/01/2015 to 04/09/2018. Score base: read the newspaper

10. Travel print – High income earners vs low income earners ad recall
Ad recall: Do you recall seeing the ad? % saying yes
High income earners: Personal income of £30,000+
Low income earners: Personal income below £30,000
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

11. Travel print – High income earners vs low income earners recall
brand measures
attention +
recognition
engagement
action
Low income
High income
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

12. Travel print – 18-34s vs 35+ ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

13. Travel print - 18-34s vs 35+ brand measures attention + recognition
engagement
action
35+
18-34s
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

14. Travel vs all ads – 18-34s ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

15. Travel print vs all ads – 18-34s
brand measures
attention +
recognition
engagement
action
Travel ads
All ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

16. Travel vs all ads - digital ad recall
NB: Low base for travel category
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 219, Travel ads – 13, from 01/01/2010 to 04/09/2018. Score base: read the newspaper.

17. Digital - Travel vs all ads
brand measures
attention +
recognition
engagement
action
Travel ads
All ads
NB: Low base for travel category
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/02/2016 to 25/07/2017, Travel – 16 ads from 01/01/2009 to 25/07/2017. Score base: read the digital newspaper.