This document discusses travel trends and the value of airport advertising. It finds that 92% of people plan to take a holiday in 2011, with most traveling overseas. Younger adults and families are driving this growth. The document also notes that airport travelers spend more on holidays than average and are more open to new destinations. It hypothesizes that "Travelistas", who travel more and influence others, are disproportionately found at airports, making airports the best place to reach high-spending travelers.