TRAVEL & ENTERTAINMENT

TRAVEL & ENTERTAINMENT

What haven't you explored?


TRAVEL ENTERTAINMENT


Showing you hot prospects you may be missing


Whether you're in the travel or entertainment industries, we have proprietary and secondary data and insights that can give you clear direction for selecting your audiences and media. You certainly don't want to overlook generational differences. Valassis is prepared to help you narrow in on best opportunities and create scalable, effective campaigns that inspire consumers to take action.



Tourism Marketing

Secure a portion of lucrative opportunity


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travel-78

Source: Ipsos Public Affairs, 2018


KEY CONSUMERS


Unpack how vacationers spend

Travel spend is consistent across generations. However, the share of trips that are international may surprise you.

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Types of vacations - ranked by generation


Millennials

Summer vacation
Weekend getaway
Multi-generational
Holiday travel (tie)
Celebration vacation (tie)


Generation X

Weekend getaway
Summer vacation
Multi-generational
Holiday travel
Celebration vacation


Baby Boomers

Summer vacation (tie)
Multi-generational (tie)
Weekend getaway
Holiday travel
Celebration vacation



Source: AARP Research, Travel Research: 2018 Travel Trend, 2018


travel-websites

Consumers visit 7-10 websites before booking a reservation online


Extensive hotel searches mean you must leverage digital advertising
Source: Kalibri Labs. 2016. "Demystifying the Digital Marketplace: A Spotlight on the Hospitality Industry."


Integrate print + digital: influences 62% of travelers


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Source: Prosper Insights and Analytics, Media Behaviors & Influence (MBI) Survey, Jan. 2018

Entertainment Marketing


Competing for discretionary dollars



  • Ages 25 or under: $1,200 annually
  • Ages 35 - 54: $3,000 annually
  • Ages 55 - 64: $2,600 annually
Source: U.S. Bureau of Labor Statistics, Consumer Expenditures Vary By Age, Dec. 2015

Casino


Casinos, place your bets on millennials


the only segment, since the Great Recession of 2009, with double-digit growth (+17%) Beyond gambling, these casino-goers enjoy concerts, shopping and dining out.

Source: Motley Fool, Sept. 2016



PROOF OF ACTIVATION

RESULT

A major casino used our cross-device digital ads to drive website traffic.





Sports


entertainment-device

Sports venues, change-up your TV strategy


Younger fans are consuming sports content on digital platforms far more than watching televised games.

Nearly every major sport has seen the median age of its TV audience increase over the past 10 years.


Source: Sports journal report utilizing Magna Global Research, Jul. 2017

Amusement parks


Family entertainment centers, create non-stop fun


Considering what families will pay and how frequently they'll come, you need to stay top-of-mind with ongoing advertising in the channels they rely on.

amusement-park

Source: International Association of Amusement Parks and Attractions 2016



PROOF OF RESPONSE


Source: Amusement park goers surveyed, NPD Awareness-to-Activation Study, Apr. 2017





How To Impact


Integrate print + digital: influences 71% of those who enjoy entertainment activities

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Source: Prosper Insights and Analytics, Media Behaviors & Influence (MBI) Survey, Jan. 2017


Preferred media for travel & entertainment clients




ADVERTISE WITH US

We’re happy to help businesses big and small – to plan, activate and measure campaigns that inspire consumers and lift results.


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