There are huge variations in behaviour and characteristics between different types of travellers. Without the power of robust offline consumer audience data behind them, digital marketing strategies result in unengaging interactions with users. Kantar Media's TGI data reveals meaningful differences in attributes and passion points amongst holiday travellers. Activated through Eyeota TGI data can be targeted and analysed through major DMPs and DSPs. Continue reading to learn more!

1. Better programmatic targeting of
Types of Traveller
Think travellers are a broadly similar group?
Think again. There are huge variations in behaviour and characteristics between different types of travellers.
Make sure you identify the most highly targeted audience to maximise the efficiency of your campaigns.
Tailor your message and reach the right audiences
Without the power of robust offline consumer audience data behind them, digital marketing
strategies result in wasted campaign budget and unengaging interactions with users. TGI data
reveals meaningful differences in attributes and passion points amongst holiday travellers.
Activated through Eyeota, our onboarding partner, TGI data can be targeted and analysed
through major DMPs and DSPs.
Below are some key findings that will influence how different types of holidaymakers can best
be engaged.
Airlines are amongst the top adopters of audience data for programmatic advertising, amongst
all Travel & Leisure brands. In the UK, audience targeting more than tripled in Q1 2017, compared
to last year. Traveller profiles such as Family Holiday-goers and Business Travellers are in high
demand, especially gearing up for summer and end-of-year travel (source: Eyeota).
The value of the travel market
in programmatic advertising
Airlines’ demand for audience data has
increased 3X YoY
Source: Eyeota
Key differentiating attitudes of travellers
For business travellers, image is a key consideration. They are over two-thirds more likely
to believe their car should catch people’s attention. Meanwhile, those who are the biggest
holiday spenders are especially likely to keep on top of financial news and the travellers
who like to get off the beaten track are particularly likely to be swayed by celebrities.
TOP ATTITUDES OF TRAVELLER TYPES
compared to average adult
Base: All GB adults aged 15+
FREQUENT HOLIDAY-ERS are
73%more likely than the average adult to agree
“I like to go to trendy places
to eat and drink”
BUSINESS TRAVELLERS are
68%more likely than the average adult to agree
“My car should be able to catch
people’s attention”
HIGH HOLIDAY SPENDERS are
60%more likely than the average adult to agree
“I read the financial pages
of my newspaper”
ADVENTUROUS TRAVELLERS are
85%more likely than the average adult to agree
“Celebrities influence my
purchase decisions”
High Holiday Spenders and Budget Travellers
were the most targeted profiles in 2016
Source: Eyeota
Top influencing factors when choosing an airline
Intuitively, you might expect price to be top consideration for cost conscious budget travellers compared to the average adult, but in fact the key differentiating factor for this group is personal
recommendation. Understandably, for frequent travellers and the high holiday spenders, frequent flier and loyalty schemes are of great importance as they stand to gain a great deal from these.
TOP INFLUENCING FACTORS WHEN CHOOSING AN AIRLINE FOR HOLIDAY/SHORT BREAK
Base: All GB adults aged 15+
BUDGET TRAVELLERS are
77%more likely than the average adult to
consider personal recommendation
an important factor when choosing
an airline
BUSINESS TRAVELLERS are
98%more likely than the average adult
to consider frequent flyer/loyalty
schemes an important factor
when choosing an airline
HIGH HOLIDAY SPENDERS are
61%more likely than the average adult to
consider travel direct (non-stop)
flights an important factor
when choosing an airline
FREQUENT HOLIDAY-ERS are
104%more likely than the average adult to
consider their country’s national
airline an important factor
when choosing an airline
Who are the different traveller types?
Budget conscious travellers are particularly unlikely to have high income and are especially
likely to be young, explaining why cost considerations are so influential to their travel plans.
Conversely, high holiday spenders are over three times more likely than the average adult
to earn £75,000 or more and over two-thirds more likely to be in the top, AB social grades.
BUSINESS TRAVELLERS are
52%more likely than the average adult to
have university degree
or higher qualification
HIGH HOLIDAY SPENDERS are
69%more likely than the average adult to
be AB social grade
A B
WHO ARE THE DIFFERENT TYPES OF TRAVELLERS?
demographic differences
Base: All GB adults aged 15+
FREQUENT HOLIDAY-ERS are
188%more likely than the average adult to
have a family income of £75K
BUDGET TRAVELLERS are
41%more likely than the average adult to
be Aged 15-24
Traveller profiles and how to target them
BUDGET TRAVELLERS
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Budget Airlines
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Ryanair
UK Kantar Media TGI – Shopper Archetype – Ethical Empathisers
UK Kantar Media TGI – Shopper Archetype – Strategic Savers
SEGMENTS TO TARGET
Particularly likely to:
Be in the younger age groups
Not earn a high income
Recognise that they are no good
at saving money
Ask people for advice before
buying new things
Say they worry a lot about themselves
Top considerations when choosing an airline
Convenience
of airport
Convenience
of timings
Price
1 2 3
Adults for whom price is a key consideration in selecting an airline to travel on holiday
with AND they spent under £500 (excluding spending money) on holidays and short
breaks for themselves and their family in the last 12 months
BUSINESS TRAVELLERS
UK Kantar Media TGI – Business – High Net Worth Individuals
UK Kantar Media TGI – Business – Manager Level or Higher
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – British Airways
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – EasyJet
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Ryanair
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Budget Airlines
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Thomsonfly
UK Kantar Media TGI – Shopper Archetype – Conscious Connoisseurs
UK Kantar Media TGI – Shopper Archetype – Quality Crusaders
UK Kantar Media TGI – Demographic – Social Grade – ABC1
SEGMENTS TO TARGET
Particularly likely to:
Have a high income
Be highly educated
Be in the top (AB) social grades
Say they wear designer clothes
Believe their car should express
their personality
Top considerations when choosing an airline
Convenience
of airport
Convenience
of timings
Price
31 2
Adults who have flown on business in the past 12 months
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – British Airways
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – EasyJet
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Ryanair
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Budget Airlines
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Thomsonfly
UK Kantar Media TGI – Shopper Archetype – Conscious Connoisseurs
UK Kantar Media TGI – Shopper Archetype – Quality Crusaders
UK Kantar Media TGI – Demographic - Social Grade – ABC1
SEGMENTS TO TARGET
Top considerations when choosing an airlineParticularly likely to:
Be high earners
Live in London
Have moved house in past 12 months
Say they wear designer clothes
Go for premium rather than standard
goods and services Convenience
of airport
Convenience
of timings
Price
1 2 3
FREQUENT HOLIDAY-ERS
Adults who have taken five or more holidays or short breaks in the past 12 months
ADVENTUROUS TRAVELLERS
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – British Airways
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – EasyJet
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Ryanair
UK Kantar Media TGI – Shopper Archetype – Conscious Connoisseurs
UK Kantar Media TGI – Shopper Archetype – Ethical Empathisers
UK Kantar Media TGI – Demographic – Social Grade - ABC1
SEGMENTS TO TARGET
Particularly likely to:
Claim to buy only from companies with
whose ethics they agree
Say they learn the basics of a language
before visiting a country
Top considerations when choosing an airline
Own country’s airlinePrice
1 2
Those who agree “I prefer to take holidays off the beaten track”
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – British Airways
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – EasyJet
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Ryanair
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Budget Airlines
UK Kantar Media TGI – Air Travel – Airlines Flown, Personal, Holiday – Thomsonfly
UK Kantar Media TGI – Shopper Archetype – Conscious Connoisseurs
UK Kantar Media TGI – Shopper Archetype – Quality Crusaders
UK Kantar Media TGI – Demographic – Social Grade – ABC1
SEGMENTS TO TARGET
HIGH HOLIDAY SPENDERS
Particularly likely to:
Be in older age groups
Not have children at home
Own home outright
Be prepared to pay more for good quality wine
Enjoy splashing out on a meal in a restaurant
Top considerations when choosing an airline
Frequent flyer and
loyalty schemes
Price
1 2
Adults who have spent £2,500 or more on holidays or short breaks for themselves and
their family in the past 12 months (excluding spending money).
www.kantarmedia.com/uk
Source: Kantar Media’s GB TGI Q2 2017 study
To find out more about any of the groups examined above or any of the other pre-defined groups available for programmatic targeting, please contact us: T 020 7160 5505 | E tgihotline@kantarmedia.com
Top holiday destinations
It is notable that the budget travellers are especially likely to visit countries that are not too
far away and can be reached relatively inexpensively. This holds true for the adventurous
travellers to a certain extent, although they are likely to prefer outward-bound destinations.
While high spenders think little of travelling to the other side of the world, or at least to
another continent.
TOP THREE HOLIDAY/SHORT BREAK DESTINATIONS
compared to the average
Base: All GB adults aged 15+
Travel brands’ demand for audience data
doubled from March to June in 2016
Source: Eyeota
Australia / New Zealand 1
Florida 2
West Indies /
Caribbean
3
Belgium / Netherlands/
Luxembourg1
Germany
Spain
(mainland)
2
3
Budget travellers High holiday spenders