Facts & Figures

Any way you slice it, Globe readers get around. Whether for business or for pleasure, they take plenty of trips, take long trips, and use a variety of tools, from traditional travel agencies to travel websites, to book their getaways when they travel by plane. What's more, Globe readers are far more likely than average Canadians to influence business travel decisions.

Globe Readers Love to Travel
Globe newspaper readers are enthusiastic travellers. According to a 2008 NADbank study*, compared to average Canadians, they're more likely to:
  • Have taken a trip in Canada or to the U.S., the Caribbean, Europe or Asia in the past three years.
  • Have travelled by rental car, plane, train or ship in the past three years.
  • Have used an Internet travel site in the past three years.
  • Have stayed at a hotel, motel, resort or lodge in the past three years.
  • Have spent more than $10,000 on a single vacation in the past three years.
  • Have stayed 15 or more nights away for personal vacations.
  • Be planning to travel to within Canada or to the U.S., Mexico, the Caribbean or Europe in the next six months.
Globe web visitors are just as active. Almost 90% took a vacation trip last year.

Took a Vacation Trip in the Past 12 Months**




Even better, nearly all Globe Web Centre visitors are planning a vacation in the coming year.

Planning a Vacation in the Next Year**




Over two-thirds of Globe Web Centre visitors travelled to the U.S. in the past three years, while more than a third visited Europe.

Destination Visited in the Past Three Years**




When they travel, Globe web visitors are big spenders. Well over a third spent over $3,000 on their last vacation trip.

Approximate Amount Spent on Last Vacation Trip**




When Globe Web Centre visitors purchase airline tickets, they prefer to do it online.

How Air Travel is Typically Booked**




Globe Opportunities for Business Travel Marketers*
Globe newspaper readers have a high propensity to be heavy business travellers. In the chart below, using 100 to represent the average Canadian, you can see that our readers are more than two and a half times more likely to take 12 or more business trips a year.

Number of Business Trips to Another City in the Past 12 Months*




Similarly, Globe readers are over twice as likely than average Canadians to have influence over business travel decisions.

Business Purchase Influence*




Globe Web Centre visitors are also frequent business travellers. More than half have taken an overnight business trip in the past 12 months.

Taken a Business Trip in the Past Year**




Among Globe Web Centre visitors who travel for business, almost a third took six or more trips in the past year.

Number of Trips Business Travellers Took in the Past 12 Months**




When Globe Web Centre visitors travel on business, they mean business. Almost one in three stayed away nights 15 or more in the past 12 months.

Number of Nights Spent Away During the Past Year**





* Source: NADbank 2008, 21 national product markets.
** Source: Globe Website User Profiling Study, November 2007.