Travel and 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 Insights

Unpack how vacationers spend

Travel spend is consistent across generations. However, the share of trips that are international may surprise you.
Source: AARP Research, Travel Research: 2018 Travel Trend
Anticipated 2018 travel
Plan to vacation

Lucrative opportunity

Source: Ipsos Public Affairs, 2018

Preferences for you to zoom in on

Ipsos Public Affairs, 2018
tropical icon
35%:
#1 Destination (Honolulu)

Millennials & GenX: 41%

airplane icon
58%:
Prefer Flying

Millennials: 63%

hotel icon
64%:
Stay in a Hotel (chain)
Types of vacations - ranked by generation
Millennials
Summer Vacation
Weekend Getaway
Multi-Generational
Holiday Travel (tie)
Celebration Vacation (tie)
GenX
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
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Consumers visit 7-10 websites before booking a reservation online
Extensive hotel searches mean you must leverage digital advertising
Source: (1) Kalibri Labs. 2016. "Demystifying the Digital Marketplace: A Spotlight on the Hospitality Industry."

Integrate Print + Digital: influences 62%

of travelers
millennial-influence-chart

Ages: 18 – 36
% Population: 30%

genx-influence-chart

Ages: 37 – 53
% Population: 28%

baby-boomer-influence-chart

Ages: 54 – 72
% Population: 36%

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

Deeper dive into media influences for adults 18+ overall

Source: Prosper Insights and Analytics, Media Behaviors & Influence (MBI) Survey, Jan. 2017. Respondents 6,982. media influence
Valassis delivers smarter cross-channel campaigns for tourism marketing.
Check out specific media

Entertainment Marketing Insights

Competing for discretionary dollars

$2,500 average annual spend per U.S. citizen on entertainment
  • 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, December 2015

Proof of response

among amusement park goers according to NPD Awareness-to-Activation Study, April 2017


70% Act once they engage with our direct mail package
casino image

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, September 2016
600-percent-lift-website-penetration

Case study

A major casino used our cross-device digital ads to drive website traffic.
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.
  • $12 - $22 per person/visit (average spend in a family fun center)
  • Visit 3.2 - 4.6 times per year
Source: International Association of Amusement Parks and Attractions 2016
entertainment-fun-center
entertainment-streaming-sports
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, July 2017

Integrate Print + Digital: influences 71%

who enjoy entertainment activities
millennial-influence-chart

Ages: 18 – 36
% Population: 12%
Median HHI: $57K

genx-influence-chart

Ages: 37 – 53
% Population: 11%
Median HHI: $74K

baby-boomer-influence-chart

Ages: 54 – 72
% Population: 14%
Median HHI: $73K

Source: Prosper Insights and Analytics, MBI, January 2017.

Front row view of specific media influences

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

What media works best for travel & entertainment?

Strive for a cohesive print + digital campaign to drive activation

Print

Digital

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