New research commissioned by PML Group indicates that three quarters of the Dublin population plan to take a holiday in 2018. This is an increase of 1% compared to similar research carried out in 2016.
As part of the OOH marketing agency’s iQ research programme, it set out to identify the holiday intentions of Dubliners for 2018 and found that 41% plan to take more than one holiday/long break in the year ahead.
The largest age group planning to take more than one holiday this year was 45 – 54 year olds at 48%.
There was a slight difference between gender as males (42%) were more likely to take more than one holiday compared to females (40%). However, there is a noticeable difference when reflecting on 2016 intentions as just 30% of males indicated they would take more than one holiday compared to half of females.
34% of Dubliners intend to take only one holiday or long break this year with 50% of 16-24 year olds planning one holiday.
Only 9% indicated they won’t be going on any holiday this year with 25-34 year olds the largest age group at 11%. While 16% was unsure of their travel plans as yet.
According to Niamh Manning, marketing executive, PML Group: ‘With 75% of Dubliners already planning holidays and a further 16% unsure of their plans, a huge pool of potential consumers for the travel industry exists and poses significant opportunities for brands to advertise.”
She adds that “travels brands can capitalise on OOH’s power to deliver broad reach and sustained frequency. Brands can build awareness of deals and destinations offered, improving brand consideration and driving web traffic as well as providing some travel inspiration with the right creative.’
In 2017, the Tourism and Travel sector increased its OOH investment by almost 40%, according to research carried out by PML Group.