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Coach Tourism Council

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We carried out bespoke research for the Coach Tourism Council UK to find out our readers attitudes to Coach Holidays and short-breaks. The results were then presented to the Coach Tourism Council AGM.

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Coach Tourism Council

  1. 1. Mail Newspapersand The Coach Tourism Council
  2. 2. OUR PORTFOLIOSource: NRS PADD Print and digital April 12 - March 13 plus comScore March 13The full Mail portfolio reaches an audience of 20.9 million.Equivalent to 41% of the GB population.
  3. 3. THE UK’S LARGEST ‘NEWSBRAND’20.9m17.4m 13.3mSource:TGI Clickstream GB 2012 Q4 (Jul’11 - Jun’12)Read the print version almost always or quite often(Monday - Sunday) or visited MailOnline in the past weekMail newspapersNewsInternationalMirror GroupSource: NRS PADD January - December 2012 (monthly reach) figures for The Sun exclude The Sun on Sunday
  4. 4. UK travel advertising market shareSource: NMR May 2012 - April 2013IND6%TMS9%GUA10%DTL12%SUN9% DMR9%DEX17%DML27%Daily marketOTHERS10%SMR18%OBS6%STEL9%STMS14%PPL5%SEX15%TMOS24%Sunday market
  5. 5. Mail readers spend a staggering£4.4 billionon UK holidays!Source: TGI GB 2013 Q2 (January 2012 - December 2012)
  6. 6. During the past 12 months...Source: TGI GB 2013 Q2 (January 2012 - December 2012)Mail readers have taken13.4 million UK holidays!3 million have stayedin a UK hotel!2.3 million have visiteda National Trust property!400,000 havetravelled by ferry!479,000 have beenon a coach tour!
  7. 7. Mail readers take more holiday/short breakcoach tours than any other newspaper groupSource: TGI GB 2013 Q2 (January 2012 - December 2012)Mail Group Mirror/People group Sun Group Express Group Telegraph Group Times Group Star Group Gua/Obs Group Indy Group1%2%3%4%8%9%17%18%25%21% use coach purely to travel to and from their holiday destination.
  8. 8. The survey1,484 respondents660 Mail newspaper consumers
  9. 9. Questions!Have you ever been on a coach holiday?If not, why not?When did you last go?Who do you go on holiday with?How much did the holiday cost?How do you book?
  10. 10. ”“Went on singles special with qualityaccommodation and coach and met similarlady who then travelled with me all the way.We went to Austria and it was brilliant.”“We went on a three day trip to the LakeDistrict. The hotel was lovely and we hadbreakfast and an evening meal included.I went with my mum and my son.
  11. 11. 26%Our readers, your audienceBase: Source Coach Survey April 2013: UK population (1484) Mail Readers (657)Mail readersGBpopulationvs63%39%22%58%34%21%17%taken some form of coach traveltaken a day trip by coachtaken short trip by coachtaken an escorted coach tour
  12. 12. Reaching your market - 1 in 4 have been on acoach trip/holiday in the last 12 monthsBase: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)When did you last go on a coach trip /holiday?Last 12 months Over a year but less than two Over two years but less than five Five years ago or longer39%19%15%26%
  13. 13. Most likely to go away withspouse/partnerBase: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (426)Who did you go with?Spouse/Partner63%Family23%Friend18%Group of friends16%On my own6%Social Group4%
  14. 14. Most like about coach travelEverythingorganised for youValue for money Stress freeNew and interestingthings to seeAbility to travelmultiple destinationsBase: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Which of the following, if applicable , do you like most about a coach holiday/tour/trip?60% 57% 54%53% 50%
  15. 15. And why they choose?Someone else drivingLocal pick-upsEverything is organisedConvenienceService of the driver/guideNo airport queuing or security issuesNo hidden costsNo weight restrictions on luggageTrust the coach companiesI prefer this form of transport 16%22%29%35%37%44%46%57%61%68%Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)What are the reasons behind choosing a coach holiday/tour/trip?
  16. 16. What appeals for a coach holiday/tour?Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Which of the following coach holiday tours appeals to you?Europeandestinations57%British cities43% Historic places43%Lakes and mountains42%Scenic tours40%British Countryside38%Seaside resorts35% Cultural tours26%Markets and shopping26%Adventure17%Themed tours17%
  17. 17. And what appeals for a day/overnight trip...City tour55%Theatre/shows/concerts45%Historic places44%Attractions33%National Trustproperties29%Places ofcultural heritage41%Seaside resorts44%Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Which, if any, of the following types of coach trips (i.e. day trip/overnight stay) appeals to you?Shopping trips33%Sport events9%
  18. 18. Favourite destinationsBase: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Thinking about coach holidays/tours you have taken, where did you go?Europe 60%England 59%Scotland 23%Wales 13%Eire 4%Northern Ireland 4%
  19. 19. Readers spend more on escorted tours!Base: Source Coach Survey April 2013: Mail Readers who have taken a coach holiday (147) or escorted tour (146) Andthinking about your last holiday how much did it cost per person?Less than £250 £251 - £500 £501 - £750 £751 - £1,000 £1000 plus14%9%13%29%14%1%7%6%38%34%Coach Holidays Escorted ToursAverage spendMail readersUK populationCoach holiday Escorted tours£345 £638£312 £613
  20. 20. Yes, day trip Yes, short-break Yes, coach holiday Yes, escorted coach tour18%12%32%23%And they are looking to book again...Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Would you go on a coach holiday/tour/trip again? Base All who would go again (264) Are intending to go in the next 12 months?44% are intending to goin the next 12 months
  21. 21. Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Thinking about coach holidays/tours, which of the following statements do you agree with?would recommend goingon a coach holiday/tour45%would recommend goingon a day trip by coach49%
  22. 22. Why don’t some people go on a coach holiday?Base: Source Coach Survey April 2013: Why have you never been on a coach holiday/escorted tour/trip? (149)Prefer other forms oftransport29%Too restrictive, notenough free time29%Uncomfortable20%Not for peoplelike me19%Too organised17%
  23. 23. Base: Source Coach Survey April 2013: Mail Readers Would consider a coach holiday/tour/trip(102)16 % have never been,but would consider...1.3 million readers
  24. 24. And here’s what would encourage them...76%Comfort on boardBase: Source Coach Survey April 2013: Mail Readers Would consider a coach holiday/tour/trip(102)75%The right price70%Modern coachesand facilities64%Local pick-uppoints61%Flexible itinerary
  25. 25. Having been, they would like...Leg roomComfortBetter toiletsOn-board WIFIBetter accommodationFood and drinkChoice of destinationpersonal TVsMore local pick-upsSafety procedures 9%23%26%26%30%31%39%40%43%59%Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)What, if anything would you like to see improved about coach travel?
  26. 26. ”“On Saturday we went to Stonehenge. Itwas a positive experience. It is alwaysinconvenient doing the pickups and dropoffs but it is a chance to do the crosswordand read the newspaper.”“I love the fact of being somewheredifferent each night, I love touringEurope, I hate the squashed leg room, takeout a row of seats and give everyone a bitmore room. We often book tours that takepeople from other countries so we meetmany cultures on the bus and off.
  27. 27. When are they booking their coach holidays?Base: Source Coach Survey April 2013: Mail Readers who have taken a coach holiday (147) or escorted tour (146)How long before your coach holiday /tour did you book?Less than amonth 1-2 months 3-6 months 7-12 months7%47%16%9%6%46%21%18%Coach Holidays Escorted Tours
  28. 28. On average, our readers use three sourceswhen researching their coach holiday/tour...Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)Where do you find out about coach holidays/tours/trips?43%Websites Local newspapers34%Coach companywebsites33%Agent25%NationalNewspapers24%
  29. 29. And how are they booking...Base: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)How do you book your holiday/tour/trip?60%59%23%4%
  30. 30. A typical Mail coach holiday taker...•Most likely to go with theirpartner.•They like everything organisedand someone else driving.•They use the Mail as one of theirsources of information.•Europe and England are their topdestinations.•They like a city tour for their daytrips.•A high proportion are looking tobook in the next 12 months.•They like to talk about it and arenot afraid to give their opinion!
  31. 31. In summaryBase: Source Coach Survey April 2013: Mail Readers who have been on a coach holiday/tour/trip (429)How do you book your holiday/tour/trip?Mail Newspapers no.1for coach holidaysNo.1 national marketplacetailored for youContinued editorial supportAnd don’t forget 1.3 million are considering a coach holiday!

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