1. Who can
make the
sun shine?
Measuring = knowledge with a headstart

2. Turn the
crisis
to your
advantage!
Sampling procedure
Data collection
period
random
9/07 - 22/07
Sample size
n=864
Method
Universe
CAWI through
'Allemeningen'
panel
women
18 - 65 y.o.
(more than 7,000 women)
Bureau
Novio Data
Sanoma PULSE
keeps the finger
on the pulse
Weighting criteria
age and
language based
on the most
recent CIM
research

3. 63%
Feels and reacts to crisis
changes travel
pattern because of
the crisis
yes, hard
87%
yes and action
yes, anticipatory
no
6%
33%
47%
13%
Effect on travel behaviour
63%
obliged to stay at home
2%
-
exchange holiday
for daytrips
23%
38%
anticipatory
1%
reduce
holiday budget
38%
47%
anticipatory
1%
Unchanged
23%
57%
anticipatory
12%
35%

4. 5 types
of cost
reductions
64
%
Reduces the
frequency of the
trips
70
%
Spends less on
accommodation
60
%
Waits for
promos or last
minute holidays
45
%
Books more
often directly
22
%
Remains in the
country instead of
going abroad

5. 4 types
of
travellers
32%
60% of all
day trips
(no overnight stay)
48%
almost ¼ of
all holidays
(at least 1 night)
12%
45% of
SHORT holidays
(1 to 3 nights)
8%
35% of all
LONG holidays
(4 nights or more)

6. TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
35%
business
as usual
Sel 180
48%
45-54
selectivity of 114
63%
social status 1-4
60%
PAID
is between 45-65 yo
no children (living at home)
OWNED
±50%
52%
30%
EARNED
of all holidays
books SHORT holidays directly (sel 138)
books LONG holidays directly (sel 133)
Does not like organised trips (sel 118)
Does not like to go to the same place (sel 122)
FLANDERS
68% Websites - Online search
40%
Magazines
23%
TV
46% Travel brochures
55%
Offline WOM
10%
Daily newspapers
24%
14%
Blogs & forums
TOUCHPOINTS
Visit agency
Sel 151
SANOMA BRANDS
WALLONIA

7. TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
24%
exchanges their
holidays for
daytrips
Sel 119
15%
Target Group 1
Target Group 2
66%
is between 18-44 yo
33%
families with children
15%
lives with parents
17%
single parents
lives alone
10%
Kids <29 mnths = sel 138
18 – 24 yo = sel 147
PAID
Social status 5-8 = sel 109
OWNED
Sel 116
EARNED
of SHORT holidays
10%
of LONG holidays
48%
books SHORT holidays exclusively through
agency (sel 123)
28%
alternates booking of LONG holidays (sel
112), mainly for transport (sel 142)
Likes organized trips (sel 123)
Likes going to the same place (sel 119)
FLANDERS
57% Websites - Online search
44%
Magazines
29%
Daily newspapers
39% Travel brochures
59%
Offline WOM
19%
TV
24%
16%
Blogs & forums
TOUCHPOINTS
E newsletters
SANOMA BRANDS
WALLONIA

8. TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
39%
will save on travel
budget
Sel 108
Sel 122
45%
is between 25-44 yo
34%
of SHORT holidays
48%
families with children living at home
44%
57%
of LONG holidays
42%
exclusively agency customers for
SHORT holidays (sel 109)
35 – 44 yo = sel 111
At least 1 child under <6 (sel 115)
Also children between 13-18 (sel 126)
Partly single parents (sel 116)
PAID
OWNED
EARNED
exclusively agency customers for
LONG holidays (sel 109)
Average profile in type of traveling
FLANDERS
64% Websites - Online search
32%
Magazines
29%
TV
45%
Travel brochure
61%
Offline WOM
11%
Daily newspapers
30%
E newsletters
21%
Social media
26%
Visit agency
Intensive search!!
TOUCHPOINTS
SANOMA BRANDS
WALLONIA

9. 64%
TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
of savings =
reduce
frequency
or duration
Sel 104
Target Group 1
Target Group 2
49%
55-65 yo
families with children
selectivity of 119
living at home
22%
of SHORT holidays
27%
56%
of LONG holidays
35 – 44 yo = sel 116
41 %
At least 1 child under <6 (sel 112)
exclusively agency customers for SHORT
holidays (sel 107), 28% alternates (sel 116)
Likes organized trips (sel 114)
Likes going to the same place (sel 109)
Also children between 13–15 yo (sel 135),
Single parents (sel 130)
PAID
exclusively agency customers for LONG
holidays (sel 107), alternates mainly
regarding accommodation (sel 115)
OWNED
EARNED
FLANDERS
61% Websites - Online search
30%
Magazines
27%
TV
45% Travel brochures
58%
Offline WOM
12%
Daily newspapers
33%
19%
Social media
E newsletters
Intensive search!!
TOUCHPOINTS
WALLONIA
SANOMA BRANDS

10. TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
60%
of savings =
promotions or
last-minute offers
Sel 112
50%
families with children living at home
35 -44 yo = sel 124
At least 1 child under <6 (sel 112)
Also children between 13–18 (sel 133)
Large share of single parents (sel 156)
PAID
OWNED
EARNED
22%
28%
61%
of SHORT holidays
of LONG holidays
exclusively agency customers for LONG
holidays (sel 117)
43%
exclusively agency customers for SHORT
holidays (sel 111), alternates mainly
regarding accommodation (sel 114)
Likes organised trips (sel 124)
Does not like to go to the same place (sel 106)
FLANDERS
59% Websites - Online search
34%
Magazines
33%
TV
54% Travel brochures
65%
Offline WOM
11%
Daily newspapers
34%
E newsletters
26%
Social media
33%
Visit agency
Intensive search!!
TOUCHPOINTS
SANOMA BRANDS
WALLONIA

11. TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
22%
of savings =
holiday in the
country instead of
abroad
Sel 118
Target Group 1
Target Group 2
25-44 yo
55-65 yo
selectivity of 131
±8%
Living alone with or without children (sel 108 and 138)
Children <15 (sel 125)
of SHORT and LONG holidays
37%
booking of LONG holidays alternately
through agency or directly (sel 145)
43%
selectivity of 123
booking of SHORT holidays alternately
through agency or directly (sel 180)
Likes going to the same place (sel 146)
PAID
28%
TV
15% Free press
39%
Travel brochure
62%
FLANDERS
Offline WOM
35%
E newsletters
17%
Social media
Intensive search!!
TOUCHPOINTS
EARNED
57% Websites - Online search
Magazines
27%
OWNED
WALLONIA
SANOMA BRANDS

12. TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
70%
of savings = lower
accommodation
costs
Sel 139
38%
is between 18-34 yo
45%
families with children living at home
19%
families with children no longer living
at home
At least 1 child under <6 (sel 109)
Also children between 13-23 (sel 121)
PAID
OWNED
EARNED
of SHORT holidays
40%
18 – 24 yo = sel 116
24%
32%
53%
exclusively agency customers for SHORT
holidays (sel 104), 31% alternates mainly
regarding accommodation (sel 115)
of LONG holidays
exclusively agency customers for LONG
holidays (sel 102), alternates mainly
regarding accommodation (sel 119)
Does not like organised trips (sel 109)
Likes going to the same place (sel 112)
FLANDERS
67% Websites - Online search
34%
Magazines
27%
TV
43%
Travel brochure
64%
Offline WOM
10%
Radio
31%
E newsletters
21%
Social media
28%
Visit agency
Intensive search!!
TOUCHPOINTS
SANOMA BRANDS
WALLONIA

13. 45%
TRAVEL BEHAVIOUR
SOCIO-DEMOGRAPHIC
of savings =
booking more
often
directly
Sel 111
53%
56%
17%
is between 25-44 yo
families with children living at home
35 – 44 yo = sel 136
At least 1 child <6 (sel 136)
Also children between 13-18 (sel 124)
of SHORT holidays
22%
of LONG holidays
37%
booking of SHORT holidays alternately
through agency or directly (sel 156)
35%
booking of LONG holidays alternately
through agency or directly (sel 139),
Does not like organised trips (sel 105)
Likes going to same place (sel 111)
PAID
29%
TV
9%
Daily newsp.
EARNED
FLANDERS
67% Websites - Online search
Magazines
22%
OWNED
37% Travel brochures
65%
Offline WOM
35%
20%
Social media
E newsletters
Intensive search!!
TOUCHPOINTS
SANOMA BRANDS
WALLONIA

14. Media
behaviour
traveller
types
POE
Paid
LOW
Paid
HIGH
Paid
LOW
MEDIUM
Owned
MEDIUM
Owned
HIGH
Owned
LOW
Earned
ATL
HIGH
Owned
consumption
Paid
HIGH
Earned
LOW
Earned
HIGH
Earned
LOW
Magazines
30%
Magazines
42%
Magazines
40%
Magazines
29%
TV
21%
TV
33%
TV
27%
TV
13%
consumption
43%
Daily newsp.
11%
Daily newsp.
19%
Daily newsp.
8%
Daily newsp.
Sanoma
consumption
SPECIALS
SPECIALS