Consumer insights – direct mail and holidaymakers

The UK holiday market dipped in the recession but has proved resilient, helped by affluent third-agers who continue to travel overseas and at home.

This report uses BMRB, Ebiquity, Mintel and Nielsen data to offer a snapshot of the strengths and weaknesses of this price-sensitive sector. It reveals how best to reach holidaymakers via direct mail and what response rates companies can expect.

Key insights include:

*Taking a holiday is increasingly impulsive. Bookings are most likely to be made one month before departure or earlier. The vast majority are made two months before or nearer.

*Europe is still UK holidaymakers’ favourite overseas region, with Spain and France the most popular. ‘Far-near’ destinations – particularly Egypt and Turkey – bucked the recessionary trend, but will be severely affected by the political unrest of early 2011.

*Targeted mailings aimed at keen holidaymakers should result in a high open rate. 82% of British Isles holidaymakers will open mail if they are considering buying the product that’s promoted to them.