1. Pearl & Dean Cinema & Travel

2. Overview Cinema provides a great platform to showcase travel brands and destinations £6.7 million has been spent on cinema advertising in 2011 so far, predominantly through Tourist Commissions / Offices The top 4 spenders are Australian Tourist Commission, Visitscotland, Expedia, Dominican Republic, Turkey, Barbados and the South African Tourism Cinemagoers are heavy travellers taking an average of 4 breaks across the year

3. The Cinemagoer likes to travel The cinemagoer 72% £1,273 2.5 weeks 4 20% Been on holiday last 12 months Average no. of weeks holiday in last 12 months Average spend in 12 months Average no. of trips taken in the last 12 months Beach is Activity Most Enjoyed

4. The Cinemagoer versus other media 72% of cinemagoers have holidayed in the last 12 months compared to 67% of newspaper readers and 60% of heavy TV viewers 26% of heavy Cinemagoers have taken a beach or resort holiday in the last 12 months compared to 19% of heavy TV viewers Heavy cinemagoers have been on an average of 2.4 trips in the last 12 months for holiday/pleasure involving air travel compared to 2.1 for heavy TV viewers

5. Cinemagoers Enjoy Both Relaxation and Sports on Holiday Activity Most Enjoy on HolidayHeavy Cinema goers % Heavy TV Viewers % 1 Relaxing/Lazing Around2926 2 Eating well2724 3 Beach/Sunbathing2317 4 Visiting Natural Sites e.g. waterfalls, caves 1510 5 Adventure activities125 6 Watersports52 Heavy cinemagoers more likely than heavy TV viewers to say their favourite holiday activity is relaxing, sunbathing, eating well, watersports and visiting natural sites

6. Cinemagoers Appreciate Quality, Luxury and Convenience…… Heavy Consumers of Media Lifestyle Statements – Definitely/Tend to Agree (%) Cinema % TV % Newspaper % Internet % 1 Sometimes I Treat Myself to Something I Don’t Need 74566066 2 It’s Worth Paying Extra for Quality Goods 705967 3 Prepared to Pay More for Products that Make Life Easier 483542 5 I Tend to Go For Premium Rather than Standard Goods/Services 201719 6 I Like To Go On Holiday Where Activities Are Organised For Me 19141613 Heavy Cinemagoers are more likely to be prepared to pay extra for services that they feel are premium or provide good quality

7. ……And This is Evident in Their Holiday Choices 1 in 10 usually travel First, Business or Premium Economy 28% have stayed in a 4 or 5 star hotel in the last 12 months 44% have stayed in a 3, 4 or 5 star hotel in the last 12 months Base: Heavy Cinemagoers

8. The Cinemagoer and holiday bookings 56% definitely/tend to agree that they enjoy planning holidays 35% have booked a holiday on the internet in the last 12 months, 11% entirely by telephone and 9% through a personal visit to a travel agent 14% have booked a holiday in the last 12 months directly with the tour operator Base: Heavy Cinemagoers

9. The cinemagoer – a summary Quite a heavy traveller – taking on average 4 trips a year Whilst away looking to relax, sunbathe, eat well, visit natural sites Looking for and prepared to pay more for quality, luxury and convenience Independent when it comes to purchasing trips, happy to purchase online

10. Pearl & Dean Cinema & Travel