Beyond the TV Spot: travel insight & inspiration event key takeaways
From shifting consumer behaviours to innovative brand strategies, our event explored everything from the growing demand for cruise holidays to the increasing importance of TV ad spend.
In the ever-evolving travel industry, staying ahead of emerging trends is crucial for brands aiming to connect with today’s holidaymakers. Presented by our Strategy Director, Jasman Ahmad, alongside specialists from The Kite Factory and Channel 4, the ‘Beyond the TV Spot: Travel Insight & Inspiration’ event provided a comprehensive view of the key trends shaping 2024.
Discussions ranged from the redefinition of luxury travel to TV’s continued dominance in media consumption, particularly for building trust with older audiences. Channel 4 also showcased creative ways to enhance brand engagement through innovative programming and social media formats, offering exciting opportunities for travel brands to stand out in an increasingly competitive market.
Here are our key takeaways from each session.
Jasman kicked off the day with a thought-provoking deep dive into the top five travel trends of 2024. He set the scene by highlighting the shift from pandemic recovery to renewed optimism, as seen in rising consumer confidence and increased travel bookings. He then unpacked the multifaceted concept of value in travel, emphasising four key pillars: premium, convenience, budget, and quality.
Turning to luxury travel, he explored the evolution toward more unique and memorable experiences, broadening its appeal beyond traditional luxury. The cruise industry, he noted, is experiencing a surge in interest, particularly among younger travellers, as cruise lines innovate to cater to a new demographic, exemplified by Virgin Voyages. Finally, Jasman discussed the dynamic landscape of travel advertising, where ad travel spend has skyrocketed, particularly on TV, making it a prime platform for big and small brands alike.
Next up were Rik Moore, Managing Partner, and Gregor Chalmers, Head of AV, at The Kite Factory. They emphasised that while live TV continues to dominate for viewers over 55, the 65-74 age group leads in daily media consumption. Interestingly, 31% of YouTube viewing now takes place on televisions, underscoring the enduring power of the big screen. TV screens, they highlighted, drive 60% more ad recall compared to tablets or phones, solidifying their effectiveness as an advertising medium.
Channel 4 then took the stage, dividing their session into two parts: Insight and Innovation.
First up was Izzy Turner, BP Insight Analyst, and Mustafa Askar, BP Senior Insight Analyst, from the Channel 4 Insight team, who presented highlights from their travel research - The Little Black Book. Echoing earlier insights, they revealed that travel remains a top advertising category, with consumers eager for new experiences despite budget limitations. The cruise sector was spotlighted, though misconceptions about cost and demographics still deter some travellers. They also noted a rising demand for package holidays, with features like breakfast and transfers seen as essential. As for holiday planning, Tripadvisor was identified as the go-to review platform, especially among younger travellers, with recommendations from family and friends playing a significant role.
The focus then shifted to Channel 4's innovation initiatives.
Chris Remie, Customer Lead, showcased upcoming travel-based programming, including the standout series ‘Arabia with Levison Wood’. This five-part series follows a 5,000-mile journey through the Arabian Peninsula, offering viewers insights into the region's rich culture and history. For brands, this presents an opportunity to align with meaningful narratives that challenge stereotypes about the Middle East.
Adam Denton, Sponsorship Lead, followed by discussing the impact of premium programming on brand metrics. He shared examples of how brands sponsoring popular shows like ‘Gogglebox’ and ‘The Great British Bake Off’ have seen significant boosts in brand awareness, with reported uplifts of up to 19% in recognition and perception.
Chris returned to highlight creative ad opportunities through partnerships, including Premiere Breaks - high-impact ad placements during program launches - and Contextual Ads, which seamlessly integrate with the viewing experience. These strategies not only drive brand recognition but also enhance the overall viewer experience, making ads feel more relevant and engaging.
Yasmine Trigg, Content Solutions Manager SBE, and Shaska Bain, Content Exec SBE, then introduced social storytelling, explaining how advertisers can leverage the network’s social platforms to extend campaign reach. Using formats like short-form video, interactive polls, and behind-the-scenes content, brands can engage audiences beyond traditional TV spots.
Finally, Dan Ray, Streaming & Social Sales Lead, wrapped up the day by discussing Channel 4's streaming capabilities. With 29 million registered users, the platform offers a wealth of targeting options, from data-enabled campaigns to custom-built and postcode-level targeting. He also spotlighted the ‘Ad Pause’ format, where brands can fill the screen when a viewer pauses content, offering a creative way to capture attention.
If you’d like to explore these trends and opportunities further or learn how they can apply to your brand, please get in touch with jasman.ahmad@accordmarketing.com.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
