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                       YOUR GUIDE TO LUXURY TRAVEL
                                                                                                                                PART OnE:
                                                                                                                                EXcLUSIVE LUXURY InSIGHT

InTRODUcTIOn                                                                                                                    FOREcASTED
Readers of the Daily Mail and The Mail on Sunday are a vital audience for your industry. Almost half of our readers’ previous   GROWTH
trips included luxury travel. This brochure will help you understand our readers better – enabling you to sell your holidays
more effectively to them. Send our readers somewhere sumptuous this year.                                                       The number of luxury holidays taken between now and 2015 will
                                                                                                                                increase by a massive 10 per cent, according to independent
                                                                                                                                market-intelligence provider Mintel. Luxury travel has barely felt
                                                                                                                                the effect of the global recession. It’s a good business to be in –
                                                                                                                                but you probably know that already.

                                                                                                                                2009:     3.9 million luxury holidays        (115 index)
                                                                                                                                2010:     4 million luxury holidays          (118 index)
                                                                                                                                2015:     4.4 million luxury holidays        (111 index)
                                                cOnTEnTS                                                                                                                            Source: Mintel June 2010

                                                                                                                                To help you make the most of this growth, Travel Weekly has
                                                                                                                                now launched Aspire, the first-ever luxury-travel club supporting
                                                     Part One                                                                   agents and suppliers of high-end travel. As part of the launch,
                                          New and exclusive luxury insight in                                                   Mail Newspapers conducted exclusive research into the sector.
                                           conjunction with Travel Weekly

                                                       Part Two
                                               2011 diary of travel events
                                                                                                                                MORE REAL THAn
                                                      Part Three
                                      Mail Classified’s luxury-travel marketplace                                               cHERYL cOLE
                                                     Part Four                                                                  ■   3,000 UK adults
                                      How to target more aspirational travellers                                                ■   1,000 Daily Mail readers
                                                                                                                                ■   1,000 Mail on Sunday readers
                                                                                                                                ■   Quantitative online survey

                                                                                                                                We spoke to 5,000 adults, representative of the UK population
                                                                                                                                and giving an excellent picture of British consumers and trends.
                                                                                                                                A sample size of 5,000 is also significant: the L’Oréal TV ads
                                                                                                                                featuring Cheryl Cole and Jennifer Aniston were based on only
                                                                                                                                2,000 respondents. Our readers are worth it.

                                                                                                                                        Did you know? More Mail readers spent £2,500+ pp on their previous holiday than the readers of any other newspaper
DEFInITIOn                                                                                                                                     SO WHAT DO                                                              LUXURY LIFE CYCLE

OF LUXURY                                                                                                                                      WE KnOW                                                                 Travel is aspirational with some travellers only opting for luxury
                                                                                                                                                                                                                       when their circumstances allow them to. These people see luxury
                                                                                                                                                                                                                       travel as a treat – by giving themselves the holiday of a lifetime or
It was surprisingly difficult coming up with a definitive               Due to the increased cost, they spend more time planning their         We were surprised to learn that luxury travellers are not               taking a one-off trip such as a honeymoon.
definition of luxury travel. With the help of Travel Weekly, we’ve      holidays (three months for a short break, more than five months        necessarily the richest travellers, although they are likely to
defined luxury travel as: a holiday with a minimum spend of             for a longer holiday). These travellers also want reassurance that     be ABC1 consumers. Luxury travellers tend to be older people,           THE WHOLE EXPERIENCE
£1,500pp staying in five-star accommodation. According                  their cash is safe, so they are partial to established luxury brands   who have more money to spend after their children have                  Luxury holiday makers really place emphasis on the entire
to this definition, eight per cent of Britons are luxury travellers.    and/or companies that are ABTA-accredited.                             left home.                                                              holiday experience: after all, they’re spending a lot of money on
                                                                                                                                                                                                                       that holiday of a lifetime. It’s not just about what happens on
                                                                                                                                                     SOCIAL GRADE                                                      holiday – but what happens getting there. A luxury holiday is the
                                                                                                                                                                                                                       chance to really enjoy a unique experience.

                                                                                                                                                                                          UK population
                                                                                                                                               70                                                                      LUXURY HOLIDAY MAKERS TRAVEL FURTHER AFIELD

                                                                                                                                                                                          Luxury travellers
                                                                                                                                                                                                                       Those taking luxury holidays are choosing to travel to more

Although the types of luxury holiday are hugely subjective, ranging from luxury hiking in Thailand to glamping in France, there are                                                                                    far-flung destinations. Whilst Europe and the UK are still
common indicators of luxury. Mention these in your advertising and our readers will notice you more.                                                                                                                   destinations for luxury holiday-makers long-haul destinations are

                                                                                                                                                                                                                       disproportionately popular. European and UK based destinations

                                                                                                                                               30                                                                      are missing out on their share of luxury holiday makers.

                                                                                                                                                                                                                       LAST LUXURY HOLIDAY (TYPE)
                                                                                                                                                           ABC1                        C2DE
                                                                                                                                               Mail readers = 5.7 million ABC1s (21% of all UK ABC1 adults)                      Beach holiday

Long-haul destinations              Access to special events            Well-being treats                    Complimentary extras                    AGE                                    UK population                                   Cruise

                                                                                                                                                                                            Luxury travellers                  Cultural holiday
                                                                                                                                               30                                                                                  e.g. visiting art
                                                                                                                                                                                                                              galleries, museums
                                                                                                                                                                                                                                       City break
                                                                                                                                               15                                                                                    Honeymoon
                                                                                                                                               10                                                                       Lakes and mountains
                                                                                                                                                                                                                            holiday e.g. hiking
                                                                                                                                                       35 – 44     45 – 54      55 – 64            65+                                                 0    5     10 15 20 25 30 35 40
Special passage in airports         One-offs                            Five-star hotels                     Class of air travel               Mail readers = 4.6 million 55+ (35% of all adults aged 55+)             Source: Strategic Insight travel survey September 2010, NRS July 2009 – June 2010

                                       Did you know? Over one million Mail readers are luxury travellers                                                                    Did you know? More AB adults read the Daily Mail than any other daily newspaper
                                                                                                                       PART THREE:
                                                                                                                       MAIL cLASSIFIED LUXURY MARKETPLAcE

                                                                                                                                           ’ ‘editorial‘                                                                                                      ’ ‘                                                                 ‘
                                                                                                                   ‘                                                                                                                                                                                                                                                     ’
The word cloud below indicates the most popular luxury destinations,

the bigger the word, the more popular the destination. As you can see, it                                                                                                                                                                                                             Bespoke creative

even includes England and Scotland. Again, this goes back to luxury being

extremely subjective.

                                                                                                                                                                                                                          ’                ‘
                                   South Asia
                                Lithuania/Latvia/Romania New York Thailand
                           Oriental                     Japan

                        Africa Australia Florida
                         Indonesia                      Malaysia Northern Ireland
                Sweden Cyprus          Portugal
   WestAmerica USASpain
                                                                    England   Greece Scotland

    South                                                  JordanEgyptIndia
                                                                                                       Las Vegas

  New ZealandSingapore                         Croatia
                                                              Abu Dhabi
                                                           London                                     Denmark
               Eastern Europe
                                                     Far East HK Italy           Canary Islands
                            Central America
                                    Israel   Russia Turkey                                        Finland
                                             Cruises China            Dubai

                                                                                                                          Did you know? Mail readers can easily afford your luxury holiday. An average reader has £35,117 in savings.       Did you know? A higher number of Mail readers are planning their honeymoon than the readers of any other quality newspaper

LUXURY BRAnDS                                                FEEDBAcK                                                               SELL MORE                                                             cOnTAcTS
                                                                                                                                    LUXURY HOLIDAYS
These luxury companies all promote their holidays in the     A REAL BOOST                                                                                                                                           Paul Taplin
Daily Mail and The Mail on Sunday, and are just some         “We are very pleased with the responses we’ve had from                                                                                                 Overseas Travel Manager
examples of the brands found in the paper.                   The Mail on Sunday for the start of 2011. Bookings and enquiries       ■ Make sure you promote your luxury holidays in the                             020 7938 6258
                                                             for Dubai have had a real boost and we will continue to advertise      Daily Mail and The Mail on Sunday. Almost half of our readers’        
                                                             in The Mail on Sunday to help secure future bookings.”                 previous holiday was luxury, which is considerably more
                                                             Sarah Maddison – Emirates                                              than readers of The Times and The Sunday Times (25%). For
                                                                                                                                    readers of The Daily Telegraph and The Sunday Telegraph, it’s                   Jo Bruton
                                                             PREFERRED OPTION                                                       only 22%.                                                                       Assistant Overseas Travel Manager
                                                             “ uses many different media for                                                                                                020 7938 6407
                                                             advertising/PR and promotion. And officially The Mail on Sunday is     ■ Make sure you promote your holidays throughout the year,            
                                                             within our top three mediums for enquiries and more importantly        because luxury travel takes longer to plan. This gives you an
                                                             conversions. I can safely say that even in these uncertain economic    increased window of opportunity. We know it’s expensive, but
                                                             times, The Mail on Sunday will remain one of our preferred options.”   think of the return you’ll make.                                                Jahan Khan
                                                             Hamish Kaumaya – Luxury Holidays Direct                                                                                                                Field Sales
                                                                                                                                    ■ If you have an established brand, include this in your                        020 7938 7385
                                                             WELL ABOVE THE MAJORITY                                                messages to increase customer trust and reassurance. Include          
                                                             “Thai Air will certainly use you on both titles and your level of      copy such as ‘established in 1960’ and ‘catering for luxury
                                                             service has always been well above the majority of travel reps.”       travellers for more than 40 years’. Include your ABTA logo too to
                                                             John Nichols – Thai Airways                                            ensure these potential holiday makers really trust your brand.                  Natasha Sharrad
                                                                                                                                                                                                                    Field Sales
                                                             HIGHLY SUCCESSFUL                                                      ■ Include any luxury/aspirational indicators in your creative to                020 7938 6250
                                                             “The Mail newspapers team are truly at the top of their game.          confirm your holiday is indeed luxury. Are there aspects of your      
                                                             The results we receive from the Mail are the in the main highly        holiday that are unique? For instance:
                                                             successful and we will continue to do business with the Mail for          – Cooking with a celebrity chef
                                                             the foreseeable future.”                                                  – First-class flights                                                        Charlene Egerton
                                                             Wendy Lahmich – Carnival Cruise Lines & Holland America Line              – Champagne on arrival                                                       Field Sales (Manchester)
                                                                                                                                       – Chauffeur transfers                                                        0161 836 5023

                 Did you know? More Mail readers fly premium class compared to any other quality newspaper audience