ResearchResults

  Report for the Travel Industry

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, our travel clients also seek to measure the effectiveness of their newsletters in

  • Reinforcing value and convenience of frequency program benefits.
  • Promoting special offers, travel partners, special events and off-season usage.
  • Increasing overall usage and frequency.

The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of travel companies. Highlights include:

  • 77% of respondents surveyed recall seeing the newsletter, and among those respondents, 73% report reading every or almost every issue.
  • 84% of respondents who recall the newsletter indicate that reading it helped them better understand their member benefits.
  • 40% of members who recall the newsletter report that they were motivated to call or book additional business with the sponsor and 44% said they used a travel partner in making their plans.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute rating and demographics, please contact us and mention the market you are interested in.

Recall
Yes
77%
No
22%
Recall Chart
No
Answer
1%
Readers of travel publications show a very high degree of interest in the newsletters sent to them. 77% of respondents recall seeing an issue of the newsletter. This compares to a 68% recall rate for all First Marketing newsletters surveyed.

Every or
Almost Every Issue
73%
1 in 3 or 4
14%
Scope of Readership Chart
No
Answer
1%
None
1%
Very Few
11%
Among travelers who recall seeing a newsletter, 73% report that they read every or almost every issue they receive. Only 12% report that they read very few or none of the issues.

Depth of Readership
All or Some
Articles
71%
Parts
28%
Depth of Readership Chart
No
Answer
1%
The range of topics and editorial approach featured in travel newsletters produced by First Marketing also deliver a high level of readership. 71% of members who recall the newsletter say they read all or some of the articles in each issue.

Reader Behavior
Reader Behavior Chart
  46%
Kept an
Article
26%
Saved for
Another
21%
Passed Along
an Issue
 
Members are very likely to retain or pass along the newsletter to a friend, family member or colleague. Over 70% report that they either kept an article for future reference or saved an article for someone else. Plus, slightly more than 20% report that they passed along an entire issue to someone else.

Response
Yes,
Used a Travel
Partner
44%
No
41%
Response Chart
No Answer
1%
Not Sure
14%
44% of readers report that they called or booked services from a travel partner as a result of reading the newsletter.

Action
Yes,
Did Business
40%
No
45%
No Answer
1%
Not Sure
14%
The most significant question regarding the effectiveness of a travel newsletter is whether it motivates members to do additional business with the sponsor. 40% of the readers indicate that something in the newsletter prompted them to take action. Another 14% are unsure about the newsletter's effect, but did not answer "no."

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses. The statistics on these pages represent a sample of 857 respondents from the travel industry. A sample of this size carries with it a confidence interval between 2.0% and 3.3% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
500 600 700 800 900

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

2.6
3.5
4.0
4.3
4.4

2.4
3.2
3.7
3.9
4.0

2.2
3.0
3.4
3.6
3.7

2.1
2.8
3.2
3.4
3.5

2.0
2.6
3.0
3.2
3.3

 
ResearchResults
 
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