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BML UK 2012 Travel Report
Bookmarketing Market Reports (BML), March 2012
Understanding consumer attitudes towards travel guides and travel information
For the past few years, travel publishers have become increasingly aware of challenges to their traditional paper-based business models. Since 2009, sales of travel guides in the UK have fallen by over 11% in value.* It is critical for travel publishers to fully understand the reasons for this. Is it the economic climate? Is it the crisis among traditional book retailers? Or is there a major consumer migration to digital – and often free – travel information? Only by understanding how their customers' habits are changing can travel publishers continue to meet customer requirements successfully.
This new survey aims to provide publishers with critical information to help in these challenging times. The BML 2012 UK Travel Report, the first in a new series of studies to look in detail at traveller's information sources, will analyse customers in three unique categories: travel guide buyers, non-guide book buyers and non-book buyers. It will explore their travel and travel planning process and reveal the profile of the British traveller in 2011 by examining:
Which sources were used to choose the destination, plan the trip, book the trip and on the trip itself
- Which types of resource were used to plan the trip: paper or digital; paid for or free
- Which resources were used to decide how to get there; where to stay; where to eat; what to see
- Which brands are used and how they are rated
- How consumers' use of travel information is evolving
The research is being conducted simultaneously in the UK by BML and the US by PubTrack Consumer, so that publishers will have a unique opportunity to compare and contrast travellers' use of information both sides of the Atlantic. The data will be analysed and report written in collaboration with travel industry expert Stephen Mesquita.
360° View: 3 Categories of Travellers
For travel publishers, the unique feature of the BML 2012 UK Travel Report is that the data is drawn from a survey of 1,500 travellers broken down in three categories, all of whom need to be understood to have a complete view of the market:
- Travel guide buyers
- Travellers who buy books but not guides
- Travellers who don't buy books No other research has looked in detail at these three groups in order to understand who uses what type of information resources – and why.
Companies can expect to use the information gathered through the BML 2012 UK Travel Report to understand:
- Where travellers are sourcing their travel information
- Who is buying travel guides and who is using free resources
- What types of digital information travellers are using
- What are the relative merits of the different types of resource being used
- When and why travellers chose to use each type of resource
About PubTrack™ Consumer
PubTrack™ Consumer survey respondents are derived from a nationwide annual panel of 44,000 adult men, women and teens who complete monthly online surveys about their book purchasing behavior.
Regularly updated with actionable reports, PubTrack Consumer surveys have proven to be a key component in the set of essential information required to create, market, and sell in today's dynamic book publishing environment.
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