Consumer insights – direct mail and holidaymakers

The number of overseas holidays taken fell by 0.9% in 2008 and is predicted to drop a further 2% in 2009. But the UK holiday sector looks set to gain from budget-conscious consumers who decide to holiday in the British Isles. This 2009 MMC report uses TGI, BMRB and Billetts research to reveal how best to reach holidaymakers via direct mail and the response rates companies can expect.

Key insights include:

• 97% of British Isles holidaymakers will open mail if they’re thinking of buying that type of product.
• 75% like receiving money-off vouchers, special offers or coupons.
• People who spent over £1,000 on their holiday are 21% more likely than average to be heavy responders to direct mail.