we know it’s the memorable...

WE KNOW IT’S THE MEMORABLE MOMENTS THAT MATTER most!WE think WomEn & travEl

As part of a continuous journey in KNOWiNg OuR REAdERs and women, Bauer Media surveyed close to 400 pARTicipANTs from the

‘All Women Talk’ panel, asking women about their iNTEREsTs,

pAssiONs and pROcEssEs when it came to TRAvEl.

Source: all Woman talk. n=399 women 18+ 2013

WiSh thEy could

travEl more often

72%

arE currEntly Saving totravel

44%

arE intErEStEd in rEading travel content in magS

87% TRAVELwomen love toWE KNOW

WomEn arE SpEnding morE on culturE &

artS

WomEn arE SpEnding morE on

dining out

arE SpEnding morE on

travEl

1 iN 4

2 iN 5

3 iN 10SpENdiNg

women areWE KNOW

morE on travEl

56%of WomEn

Say travElling iS a pErSonal

paSSion

Source: all Women talk. Spending habits 2012

ESCApE56% 56%

54%

RELAX

EXpERiENCE

travElwhy womenWE KNOW

her

REASONS TO TRAVEL

TOPFIVE

71%

family holidayS

28%

Shopping holidayS

41%

girlS WEEkEnd

romantic BrEakS

55%

EXploring culturE

45%

dECiSiONSarE making thEwomenWE KNOW

WomEn WErE Wholly

rESponSiBlE for dEciSion making of their

last holiday

6/10

she chooses WHERE,WHEN, & WHAT TO dOWhEn it comES to

TRAVELLiNg

& it’S in thE BEginning

WE KNOW

OuR BRANdS play a crucial role in the dEcisiON MAKiNg pROcEss…

iNspiRATiON THiR

sT REsEARcH dEcisiO

N T

RAv

El

INFORM INVOLVEINSPIRE

MAgAziNES arE thE

inSpirationofsOuRcE


initialSpARk

we provide theWE KNOW

MAgAziNEs arE onE of thE top paid for mEdia SourcES WhEn

it comES to inSpiration and

information


EXpANdher horizons46%

agrEE magazinES ENcOuRAgE

thEm to conSidEr dEStinationS

they wouldn t have thought of

WE KNOW WE


kNOwmorE aBout

what she wants toWE KNOW


FOOd & WiNE TOuRs

dEStinationS, rEStaurantS,

WinEriES, producE

A TRip WiTH yOuR giRlFRiENds grEat placES to Stay

gAp yEAR travEl for

School lEavErS

29%

2%

20%

sHOppiNg dEStinationS, or placES to Shop

32% 12%

Music tourS, fEStivalS, SpEcial EvEntS

HEAlTH & WEllbEiNg hEalth rEtrEatS, SpaS

25%

40%

FAMily HOlidAy family friEndly placES to Stay

& thingS to do

36%

culTuRE muSEumS, gallEriES & SpEcial EvEntS

35%

ROMANTic bREAKs

Short or long tripS aWay With

partnEr


TASMANiA 42%

EuROpE 59%

AMERiCA 48%

uk 46%

NEw zEALANd 43%

wANTSplacES ShE

ANd THE

to go!


trip rEviEWS from pEoplE

likE hEr

65%Snack SizE trip information Short and SWEEt factS and idEaS

60%

top 10 thingS to do

and othEr ESSEntial liStS

74%

SEcrEt findS 77%

inSidEr knoWlEdgE on WhErE to Stay, Shop

and Eat

thE contEnt WomEn Want

we know contentSO wE kNOw

WE KNOW WOMEN,


thE ultimatE

for thE typE of holidayTRAVEL EdiTWE sHOWhersHE is AFTER

INVOLVEINSPIRE INFORM

funfAMiLy


family fun

TARgET AudiENCE: WomEn 25+ REAdERShip: 902,000

CiRCuLATiON: 167,718

TARgET AudiENCE: WomEn 25–54

REAdERShip: 2,417,000


83% of auStralian

WomEn'S WEEkly

rEadErS intEnd to travEl in thE nEXt 12

monthS

2 pagES of

travEl in Each

iSSuE

MOST MEMORABLE MOMENT

“my favourite holiday destination is Smiths lake on the nSW central coast. We go

camping there every year and always find something new to discover. the lake is so

shallow the kids can windsurf and kayak right across it and there are no better beaches in

the world than Blueys and Boomerang.”EdiTOR iN cHiEF TAKE 5

paul mErrill

Source: Emma (emmatm conducted by ipsos mediact, feb 14 ), aBc/caB audit (Jun-Sep 13)


family funINVOLVEINSPIRE INFORM


REAdERShip: 2,144,000


TARgET AudiENCE: WomEn 50+

MOST MEMORABLE MOMENT

“losing my husband on a crowded new york subway, watching the doors close and the train pull away and realising i have no

money, no phone, no accommodation and no plan. Wandering the streets, jumping subway

turnstiles, begging strangers for help until miraculously, some 20 hours later i hear my name being called from across a busy street – a tear-jerking, movie moment reunion with husband. and never left his side on public

transport ever again!”EdiTOR iN cHiEF WOMAN’s dAy ANd yOuRs

fiona connolly

82% of Woman’S day rEadErS intEnd to travEl in

thE nEXt 12 monthS

family fun

diSTRiBuTiON: 175,000

2+ pagES of

travEl in Each

iSSuE



family funINVOLVEINSPIRE INFORM

EXpEriEncESCuLTuRAL


84% of auStralian gEographic


monthS

cultural experiencesTARgET AudiENCE: 50+

TARgET AudiENCE: aB profESSionalS

REAdERShip: 744,000

REAdERShip: 740,000

CiRCuLATiON: 75,530

MOST MEMORABLE

MOMENT“the destination that knocked my socks off

was the atacama desert in chile’s north. it’s a landscape of flamingos and fiery sunsets, salt flats and satellite dishes. astronomers, geologists, archaeologists, and adventurers

have known about it for years and it has inspired writers, poets and artists. the air is icy and elegant, the colours of the lakes look as if they have been digitally manipulated, and intriguing land formations that look like

ideas that ran out of stone.”EdiTOR qANTAs: THE AusTRAliAN WAy

SuSan SkElly

100+ travEl

pagES EvEry month



cultural experiencesINVOLVEINSPIRE INFORM

cultural experiencesTARgET AudiENCE: pEoplE 25-49 and aB profESSionalS

REAdERShip: 430,000

CiRCuLATiON: 65,517

TARgET AudiENCE: WomEn 25-54

REAdERShip: 995,000


6-8 pagES of

travEl in Each

iSSuE

88% of auStralian

gourmEt travEllEr


monthS

MOST MEMORABLE

MOMENT“days by or on the water and nights

in the piazza, averna and limoncello, prickly pears and capers, day clubs and Euro dance music, good friends

and loads of laughs, my memories of a trip to the aeolian islands, off the coast

of Sicily, still tally up to my best-ever holiday. and now that you’ve reminded

me of it, i must plot a way back.”EdiTOR gOuRMET TRAvEllER

anthEa lucaS



cultural experiencesINVOLVEINSPIRE INFORM

WEEkEndgiRLS


girls weekendTARgET AudiENCE: WomEn 18-49

REAdERShip: 155,000

CiRCuLATiON: 40,155


REAdERShip: 516,000

CiRCuLATiON: 73,048

3-4 pagES of

travEl in Each month

82% of ok! rEadErS

intEnd to travEl in thE

nEXt 12 monthS

MOST MEMORABLE

MOMENT“the galapagos islands off the coast

of ecuador have a supernatural, eccentric beauty that astonished me.

Birds with feet the colour of blue m&ms, tame sea lions, iguanas that live underwater. it’s like a six-year-

old drew them after a dream. i’d call it the wildest, most natural place on

earth and i wept when i left”.EdiTOR sHOp Til yOu dROp

alEX carlton



girls weekendINVOLVEINSPIRE INFORM



REAdERShip: 453,000

MOST MEMORABLE

MOMENT“i took a six month old travelling around turkey last year. i was

full of trepidation but, as it turns out, having a baby was like

having a vip pass to the country and it ended up being one of the greatest trips we’d ever done.”

EdiTOR EllE JuStinE cullEn

CiRCuLATiON: 61,061

CiRCuLATiON: 90,450

79% of coSmopolitan rEadErS intEnd

to travEl in thE nEXt 12

monthS

6+ pagES of

travEl in Each

iSSuE

girls weekend



girls weekendINVOLVEINSPIRE INFORM

rEtrEathEALThy


MOST MEMORABLE

MOMENT“i am an india fan. i love

everything about it. the sights, the colours, the sheer vibrancy of that vast country never cease to

enthral me. Watching the sun rise over the taj mahal is one of those unforgettable experiences where physical beauty and serenity fuse

and bring peace to the soul.”EdiTOR gOOd HEAlTH

cathErinE marShall

80% of WomEn’S

fitnESS rEadErS intEnd

to travEl in thE nEXt 12

monthS

4+ pagES of

travEl in Each

iSSuE

TARgET AudiENCE: WomEn 25-54

REAdERShip: 157,000

REAdERShip: 302,000

CiRCuLATiON: 55,137

CiRCuLATiON: 67,132

healthy retreat




healthy retreat


MAgAziNES arE thE

inSpirationofsOuRcE

involvEinSpirE inform

WE knoW thE naturE of Each mEdium

MAgAziNEs right framE of

mind for EScapE

connEctS & inSpirES

cluttErEd

ONliNE & NEWspApERs

chaSE ‘thE dEal’ tranSactionary

MAgAziNE REAdiNg offErS purE plEaSurE, control and EScapE.68% of rESpondEntS conSidEr magazinE rEading aS “my timE”

mEdium of multitaSking

= multi diStraction

Tv crEatES

aWarEnESS

Source: mpa 2011


WE KNOW

ThE ROLE Of thE intErnEt in

thE travEl procESS it’S for rESEarch and dEalS oncE

ShE haS dEcidEd thE Sort of holiday ShE iS aftEr

38% AgrEE THAT

NEwSPAPErS TEll mE AbOuT THE bEST

dEAlS AvAIlAblE

WE KNOW

ThE ROLE Of nEWSpapErS & travEl inSErtSin thE travEl procESS it’S toWard thE End of thE pprocESS WhErE ShE iS

thEn compEting on pricE72% AgrEE I dEvElOP AN IdEA AS TO wHErE I’d lIkE TO gO ANd

THEN I HEAd ONlINE TO rESEArcH.


iNspiRATiON THiR

sT REsEARcH dEcisiO

N T

RAv

El

WiTh OVER 1 MilliON WOMEN FLYiNG QANTAS EVERY MONTh, thE QmEdia platform

rEachES travEllErS at EvEry StagE of thE dEciSion

making procESS…

Source: Emma (emmatm conducted by ipsos mediact, people 14+ for the 12 months ending nov 13) cross referenced with monthly Qantas passenger numbers


iN-FligHT Tvalong with the magazine, Qantas in-flight tv offers passengers entertainment

on-board. it offers advertisers the power

of tv in an uncluttered and exclusive medium, entertaining 769,000

captive viewers every month.

qANTAs.cOM/TRAvEliNsidER

destination within Qantas.com, one of australia’s most

visited and recognised travel sites offering one of the most desirable online

audiences- affluent, captive and hungry for travel

information.

Qantas the australian Way was launched as a tablet edition in 2012 to great critical acclaim including

winning the magazine app of the year. incorporating animation, sound, video and full-screen imagery

custom designed for ipad it has drawn rave reviews

from the app store with over 300,000 downloads.

qANTAs THE AusTRAliAN WAy

MAgAziNE #1 most read premium

magazine in the country available to 2.3 million passengers monthly on all Qantas domestic,

international & Qantas link flights and Qantas

airport lounges.

E-NEWslETTERSent to 1.4 million subscribers

who have signed up to receive the edm on Qantas.

com, actively seeking out more editorial content from

the magazine.

REd EMAilSent to 2.8 million subscribers

looking for the latest international and domestic deals, red email

offers a captive audience looking to purchase travel deals with an

open rate of 22.4%.


pROVidiNg FOr AdvErTISINg

TO rEAcH wOmEN

furthEr opportunity

thiS iS Why bAuER MEdiA

iS invESting in thE

AcROss OuR bRANdstravel content


inSpirE, inform and involvE thE WomEn of auStralia.

WE KNOW WE Will providE

ThE iNiTiAL SpARk on What Will BEcomE thEir

mEmoraBlE momEntS

iN 2014 bAuER MEdiA Will


we know it’s the memorable...

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