READER LIFESTYLE SURVEY RESULTS

Transcription

1 CENTURION & DEPARTURES LUXURY LIFESTYLE MAGAZINES FOR PREMIUM CARDMEMBERS FROM AMERICAN EXPRESS CENTURION & DEPARTURES READER LIFESTYLE SURVEY RESULTS E U R O P E

2 W E A L T H & D E M O G R A P H I C S PURCHASING POWER DEPARTURES CENTURION Gross Household Income 290, million Total Net Worth 2.8 million 8.4 million Monthly Disposable Income 7,800 20,000 Number of Properties Owned DEMOGRAPHICS Age 54 years 55 years Married or Living with Partner 83% 87% Readership Male/Female 57%/43% 57%/43% Total Average Number of People per Household Total Number of Children Primary Cardmember Male/Female 88% / 12% 94% / 6% Supplementary Cardmember Male/Female 26% / 74% 37% / 63% PROFESSIONAL STATUS Company Owner/Partner 31% 57% Chairman / President/ Treasurer /Non-Executive Board Member/ Managing Director/ General Manager Head of Department/ Senior Vice President/ Other Senior Mgmt. Position 9% 12% 17% 7% Self-Employed 13% 9%

3 L O Y A L C A R D M E M B E R S L O Y A L R E A D E R S LOYAL CARDMEMBERS LOYAL READERS DEPARTURES CENTURIO N Read Every Issue 80% 85% Read 3 or 4 of the last 4 issues 89% 93% Save the entire issue or parts of it 45% 51% Average Reading Time 45 min 46 min #of times each issue is picked up/looked through Total Readers per Copy Readership Male/Female 57%/43% 57%/43% MAGAZINE VALUE Average length of American Express Membership Primary/Main Method of Card Payment Consider the magazine to be a valuable benefit of their Card Membership American Express 76% 81% Visa 23% 15% Mastercard 19% 18% Bank debit card 9% 10% 75% 78%

4 H I G H L Y R E S P O N S I V E R E A D E R S 9 OUT OF 10 READERS REACT TO ADVERTISING Actions taken upon seeing an advertisement in the magazine: Visited the advertiser's website 52% 56% Started research online 45% 46% Visited a retailer 19% 35% Purchased a product or service online Purchased a product or service in-store Booked a holiday/hotel/flight Requested further information from the advertiser 14% 14% 16% 22% 25% 27% 34% 59% Logged on to American Express Website 41% 42% Called Platinum/Centurion Travel Service Referred information to a friend or relative 29% 29% 32% 60% Clipped and/or saved advertisement 16% 18% Referred information to an associate 7% 13% Called a free phone number 3% 6% None 13% DEPARTURES CENTURION 9%

5 T O P Q U A L I T Y E D I T O R I A L MAGAZINE VALUE DEPARTURES CENTURIO N Rate the magazine excellent/good 82% 86% Is a valuable benefit of AMEX Card Membership 75% 78% Contains valuable American Express benefit and offer information for Centurion/Platinum Cardmembers 83% 87% EDITORIAL QUALITY Is enjoyable to read 94% 94% Provides a good mixtures of themes relevant to my interests SOURCE OF INSPIRATION 79% 82% Gives me ideas for my next travel destination 78% 80% Inspires me to try recommended hotels & resorts 74% 84% Inspires me to try recommended restaurants 68% 78% Gives me ideas for products/items/services to buy 58% 61% PREFFERED EDITORIAL THEMES Destinations 95% 94% Travel & Hotel News 94% 97% American Express Offers & Benefits 82% 87% Fine Dining / Dining News 77% 83%

6 D I G I T A L D E S T I N A T I O N S WEBSITE VALUE DEPARTURES- INTERNATIONAL.COM CENTURION- MAGAZINE.COM Is a valuable benefit of AMEX Card Membership 70% 62% Contains valuable American Express benefit and offer information for Centurion/Platinum Cardmembers 77% 68% EDITORIAL QUALITY Is enjoyable to read 79% 67% Provides a good mixtures of themes relevant to my interests 74% 68% SOURCE OF INSPIRATION Gives me ideas for my next travel destination 69% 64% Inspires me to try recommended hotels & resorts 67% 67% Inspires me to try recommended restaurants 61% 64% Gives me ideas for products/items/services to buy 55% 53%

7 P R E F F E R E D T O P I C S Destinations Travel & Hotel News 95% 94% 94% 97% Amex Offers & Benefits Fine Dining / Dining News Gourmet 82% 87% 77% 83% 72% 75% Culture Cars/Motoring 63% 60% 60% 71% Jewellery & Watches Health & Fitness Style & Fashion 50% 50% 48% 53% 47% 49% Green / Sustainable Living 31% 39% Boating/Yachting/Sailing Beauty & Wellness 37% 41% 37% 44% 27% 25% Real Estate / Property DEPARTURES CENTURION

8 I N S P I R I N G E X T R A O R D I N A R Y E X P E R I E N C E S Gives me ideas for my next travel destination 78% 80% Inspires me to try recommended hotels, resorts 74% 84% Inspires me to try recommended restaurants 68% 78% Gives me ideas for products/items/services to buy Contains ads that are trustworthy and reliable 58% 61% 63% 56% DEPARTURES CENTURION

9 L U X U R Y S O U R C E B O O K S T O K E E P & S H A R E Save/keep the entire issue 25% 32% Use it as a coffee table book 23% 26% Clip and/or save articles of interest 15% 15% DEPARTURES CENTURION

10 CENTURION & DEPARTURES T R A V E L P R O F I L E A Continual Quest for Inspiring Unique Travel Experiences and Purchases

11 TRAVEL HABITS Ø Number of trips per year TOTAL L I F E S E X P L O R E R S DEPARTURES 16.7 CENTURIO N 22.5 Short Leisure Long Leisure (1week+) Business Ø Spend Per Person Per Holiday 5,100 9,700 Ø Spend On Holiday Shopping 2,500 5,100 ACCOMODATION Plan to stay at a Luxury 5-star+ Hotel 83% 97% Plan to stay at a 4-star+ Hotel 90% 84% Plan to stay at Boutique or Design Hotel 67% 77% SEA TRAVEL Plan to take a Luxury Cruise 22% 32% Plan to charter a Yacht / take a Boating Holiday 14% 20% AIR TRAVEL Plan to fly Business Class 71% 93% Plan to fly First Class 26% 68% Private Air Travel 6% 14%

12 L U X U R Y C O M F O R T S A C C O M O D A T I O N DEPARTURES PAST 12 MONTHS NEXT 12 MONTHS Stay at a Luxury Hotel 5-star + 65% 83% Stay at a Hotel 4-star + 66% 90% Stay at a Boutique/Design Hotel Stay at a Luxury Eco Hotel 7% 23% 37% 67% AVERAGE TRAVEL SPEND 5,100 PER PERSON PER TRIP CENTURION PAST 12 MONTHS NEXT 12 MONTHS AVERAGE TRAVEL SPEND Stay at a Luxury Hotel 5-star + 93% 97% Stay at a Hotel 4-star + 52% 84% Stay at a Boutique/Design Hotel Stay at a Luxury Eco Hotel 5% 21% 47% 77% AVERAGE TRAVEL SPEND 9,700 PER PERSON PER TRIP

13 L U X U R Y C O M F O R T S A I R T R A V E L DEPARTURES PAST 12 MONTHS NEXT 12 MONTHS Fly Business/Executive Class 50% 71% Fly First Class 13% 26% AVERAGE TRIPS PER YEAR Private Air Travel 3% 6% 16.6 CENTURION PAST 12 MONTHS NEXT 12 MONTHS Fly Business/Executive Class 72% 93% Fly First Class 42% 68% Private Air Travel 8% 14% AVERAGE TRIPS PER YEAR 22.5 SOURCE: Reader Lifestyle Survey Pan-Regional, Pacific Europe 2015

14 L U X U R Y C O M F O R T S S E A T R A V E L DEPARTURES PAST 12 MONTHS NEXT 12 MONTHS Yacht Charter/Boating 5% 14% Luxury Cruise 10% 22% CENTURION PAST 12 MONTHS NEXT 12 MONTHS Yacht Charter/Boating 9% 20% Luxury Cruise 15% 32%

15 W O R L D W I D E T R A V E L D E P A R T U R E S Within my own country Western Europe Middle East Eastern Europe/Russia Africa 23% 34% 18% 16% 30% 29% 86% 96% 81% 94% United States 39% 67% Canada 8% 28% South America 9% 22% Mexico 4% 13% Central America 4% 11% Other Americas 10% 25% Southeast Asia Asia 16% 21% 34% 39% Australia, New Zealand 7% 21% DEPARTURES Other Pacific 2% 9% PAST 12 MONTHS NEXT 12 MONTHS

16 W O R L D W I D E T R A V E L C E N T U R I O N Within my own country 87% 94% Western Europe 89% 96% Middle East 39% 50% Eastern Europe/Russia 20% 29% Africa 23% 36% United States 58% 78% Canada 11% 34% South America 12% 28% Mexico 8% 16% Central America 5% 14% Other Americas 14% 32% Southeast Asia 33% 52% Asia 25% 39% Australia, New Zealand 9% 23% CENTURION Other Pacific 4% 13% PAST 12 MONTHS NEXT 12 MONTHS

17 T R A V E L E N T H U S I A S T S T Y P E S O F T R I P S DEPARTURES City Beach 74% 70% Mountain Countryside Other 14% 23% 30% CENTURION City Beach 77% 74% Mountain 33% Countryside Other 14% 22%

18 T R A V E L E N T H U S I A S T S H O L I D A Y A C T I V I T I E S Sightseeing 77% 72% Cultural Enrichment 62% 58% Shopping 58% 65% Events/Festivals/Shows Fitness Sports 42% 45% 37% 43% Beauty & Spa Treatments 33% 44% Boating/Sailing 20% 25% Golf 18% 26% AVERAGE SPEND ON SHOPPING Camping/Hiking/National Parks Skiing/Winter Sports 4% 17% 12% 9% 2,500 PER HH PER TRIP Casino/Gambling Other Anti-Ageing 6% 8% 6% 6% 4% 7% AVERAGE SPEND ON SHOPPING 5,200 PER HH PER TRIP 4% 6% Media/Detox/Medical Tourism DEPARTURES CENTURION

19 CENTURION & DEPARTURES A U T O M O T I V E E N T H U S I A S T S Investment Plans & Automotive Comforts

20 A U T O M O T I V E C O M F O R T S AUTOMOTIVE PROFILE DEPARTURES CENTURION Average # of cars owned 2 cars 4 cars INVESTMENT PLANS % planning to buy at least 1 new car in the next 12 months Planned spend on (a) new car(s) in the next 12 months 43% 58% 69, ,000 AFFINITY INTEREST & HOBBY Readers who are interested in/enjoy reading about Cars/Motoring in their magazine 60% 71%

21 CENTURION & DEPARTURES R E A L E S T A T E & D E S I G N Extraordinary Properties

22 R E A L E S T A T E & P R O P E R T Y HOME & PROPERTY DEPARTURES CENTURION Ø Number of Properties Owned Ø Value of Real Estate Assets 2.4 million 6.7 million BUYING PLANS Planned investments in the next 12 mths.. A New Primary Residence Vacation Property / Second Home Property for Investment AFFINITY INTEREST & HOBBY 19.8% 860, % 690, % 1.1 million 18.5% 2.5 million 26.5% 1.4 millon 38.6% 2.5 million Readers who are interested in/enjoy reading about Real Estate /Properties in their magazine 42% 46%

23 P R O P E R T Y A Q U I S I T I O N S % PLANNING TO INVEST AVERAGE INVESTMENT PLANS DEPARTURES A primary residence 20% 860,000 Another home/vacation property 19% 690,000 A property for investment 25% 1.1 million CENTURION A primary residence 19% 2.5 million Another home/vacation property 27% 1.4 million A property for investment 39% 2.5 million

24 H O M E & D E S I G N I N V E S T M E N T S RENOVATION PLANS DEPARTURES CENTURION Planned in the next 12 mths SPENDING PLANS Refurnish/renovate kitchen Refurnish/renovate bathroom(s) Refurnish/renovate living and/or bedroom(s) Planned investments in the next 12 mths.. Audio, video & home theatre products Art/antiques/design objects Furniture & home accessories Outdoor furniture/gardening products 32% 17,000 32% 14,000 40% 14,000 56% 5,000 38% 10,000 66% 7,000 54% 5,000 34% 42,000 38% 28,000 49% 27,000 59% 11,000 52% 38,000 74% 35,000 67% 10,000

25 I N T E R I O R D E S I G N E N T H U S I A S T S % PLANNING TO INVEST AVERAGE SPENDING PLANS DEPARTURES Audio, video, home theatre products 56% 5,000 Art/antiques/design products 38% 11,000 Furniture & home accessories 66% 7,000 Outdoor Furniture / Gardening products 54% 5,000 CENTURION Audio, video, home theatre products Art/antiques/design products 52% 59% 11,000 38,000 Furniture & home accessories Outdoor Furniture / Gardening products 67% 74% 35,000 10,000

26 CENTURION & DEPARTURES F A S H I O N & A C C E S S O R I E S Men s & Women s Fashion & Accessories Habits & Spending

27 W O M E N S F A S H I O N I N V E S T I N G I N S T Y L E SPEND ON WOMEN S FASHION & ACCESSORIES PAST 12 MONTHS DEPARTURES CENTURION Women s Apparel/Fashion 5,200 12,100 Women s Accessories 3,500 7,700 Women s Shoes 3,100 5,500 Handbags/Leather Goods (Women) 3,600 8,400 TOTAL AVERAGE PAST 12 MONTHS 15,400 33,700 PLANNED SPEND NEXT 12 MONTHS DEPARTURES CENTURION Women s Apparel/Fashion 4,600 10,800 Women s Accessories 3,200 6,600 Women s Shoes 3,100 5,300 Handbags/Leather Goods (Women) 3,300 6,800 TOTAL AVERAGE NEXT 12 MONTHS 14,200 29,500

28 M E N S F A S H I O N I N V E S T I N G I N S T Y L E SPEND ON MENS FASHION & ACCESSORIES PAST 12 MONTHS DEPARTURES CENTURION Men s Apparel/Fashion 4,300 8,800 Men s Accessories 3,000 4,400 Men s Shoes 3,700 7,000 Handbags/Leather Goods (Men) 3,000 4,700 TOTAL AVERAGE PAST 12 MONTHS 14,000 24,900 PLANNED SPEND NEXT 12 MONTHS DEPARTURES CENTURION Men s Apparel/Fashion 3,900 7,900 Men s Accessories 2,900 4,500 Men s Shoes 3,300 5,600 Handbags/Leather Goods (Men) 2,900 4,300 TOTAL AVERAGE NEXT 12 MONTHS 14,200 22,300

29 CENTURION & DEPARTURES J E W E L L E R Y & W A T C H E S Fine Jewellery to Timepieces Habits & Spending

30 J E W E L L E R Y & W A T C H E S I N V E S T I N G I N S T Y L E INVESTMENTS IN THE NEXT 12 MOTNS FINE JEWELLERY Planned spend Readers with concrete purchasing plans DEPARTURES CENTURION 10,200 21,200 43% 67% WATCHES Planned spend Readers with concrete purchasing plans 11,300 28,300 46% 58%

31 J E W E L L E R Y L O V E R S I N V E S T M E N T P L A N S INVESTMENT PLANS IN THE NEXT 12 MONTHS FINE JEWELLERY > EUR EUR 50,000-99,999 EUR 20,000-49,999 EUR 10,000-20,000 1% 3% 1% 4% 3% 4% 9% 17% AVERAGE INVESTMENT PLANS 10,200 Next 12 Months AVERAGE INVESTMENT PLANS 21,200 Next 12 Months EUR 5,000-9,999 7% 11% < EUR 5,000 27% 23% TOTAL 43% 67% DEPARTURES CENTURION

32 W A T C H E S I N V E S T M E N T P L A N S INVESTMENT PLANS IN THE NEXT 12 MONTHS WATCHES > EUR EUR 50,000-99,999 EUR 20,000-49,999 EUR 10,000-20,000 1% 2% 1% 7% 4% 7% 13% 12% AVERAGE INVESTMENT PLANS 11,300 Next 12 Months AVERAGE INVESTMENT PLANS 28,300 Next 12 Months EUR 5,000-9,999 10% 11% < EUR 5,000 13% 24% TOTAL 46% 58% DEPARTURES CENTURION

33 CENTURION & DEPARTURES B E A U T Y & W E L L N E S S

34 P E R S O N A L W E L L - B E I N G INVESTMENTS IN BEAUTY & WELLNESS SKIN CARE/COSMETICS/FRAGRANCES DEPARTURES CENTURION Amount spent (past 12 months) 1,300 2,100 Planned spend (next 12 months) 1,300 2,100 BEAUTY TREATMENTS Amount spent (past 12 months) 1,100 2,000 Planned spend (next 12 months) 1,000 1,900 WELLNESS TREATMENTS/MASSAGES Amount spent (past 12 months) 1,100 2,000 Planned spend (next 12 months) 1,100 2,100 PERSONAL FITNESS Amount spent (past 12 months) 1,200 2,400 Planned spend (next 12 months) 1,200 2,500

35 CENTURION & DEPARTURES O N L I N E S H O P P I N G

36 O N L I N E R E T A I L PERCENT OF READERS WHO SHOP THE FOLLOWING CATGEORIES ONLINE Travel/Hotels/Flights etc. 91% 85% Electronics 57% 60% Fashion/Apparel 42% 46% Accessories 30% 32% Delicacies/Wine 30% 40% Shoes Sport/Special Equipment 27% 24% 27% 31% DEPARTURES READERS 88% Shop Online Cosmetics/Fragrances 24% 32% CENTURION READERS Furniture/Interior Decor 18% 20% 87% Shop Online Art/Design Objects 11% 11% Fine Watches 7% 4% 5% 4% Fine Jewellery DEPARTURES CENTURION

37 O N L I N E R E T A I L ONLINE SHOPPING DEPARTURES CENTURION % Readers who shop online 87% 88% % Readers of total shopping budget spent online 27% 28% MOST SHOPPED CATEGORIES ONLINE Travel/Flights/Hotels etc. 91% 85% Electronics 57% 60% Fashion/Apparel 42% 42% Accessories 30% 32% Delicacies/Wine 30% 40%

38 CENTURION & DEPARTURES O T H E R P U B L I C A T I O N S

39 O T H E R P U B L I C A T I O N S N E W S & F I N A N C E PERCENT OF READERS WHO READ THE FOLLOWING Local Newspaper 68% 65% Financial Times 19% 34% Time 10% 12% DEPARTURES CENTURION Wall Street Journal 6% 8% International Herald Tribune 4% 7% Newsweek 4% 5% The Economist 14% 19% Forbes 4% 7% Business Week 4% 5% Fortune 3% 5%

40 O T H E R P U B L I C A T I O N S L I F E S T Y L E PERCENT OF READERS WHO READ THE FOLLOWING Vogue 11% 17% GQ 10% 12% Architectural Digest 6% 11% DEPARTURES CENTURION Vanity Fair 6% 8% FT - How To Spend It 5% 12% Elle 6% 6% InStyle 4% 7% Glamour 3% 3%

41 O T H E R P U B L I C A T I O N S T R A V E L PERCENT OF READERS WHO READ THE FOLLOWING National Geographic 16% 23% DEPARTURES CENTURION Conde Nast Traveller 12% 19%

42 CENTURION & DEPARTURES M E T H O D O L O G Y Readership Survey

43 METHODOLOGY R E A D E R S U R V E Y S U M M E R page printed questionnaire, 37 questions Mailed with the European Spring Edition 2012 Incentive: Contribution by DEPARTURES & CENTURION Magazine to Doctors Without Borders for every completed questionnaire received by 31 May 2015 Field: United Kingdom, Germany/Austria, Italy, France, Switzerland, Spain, Sweden, Netherlands, Finland, Denmark, Croatia, Field Time: March May 2015 Conducted by: Journal International Publishing, Munich, Germany Independently evaluated by: Freymann Research- und IT-Service, Nuremberg, Germany Sample Size Europe Total n = 3,260 DEPARTURES n = 2,684 CENTURION n = 576

44 M A I N C O U N T R Y O F R E S I D E N C E DEPARTURES RESPONDEES 0,2'% 0,4'% 3,2'% 2,8'% 0,4'% 0,9'% 3,8'% 1,8'% 24,9'% 5,8'% 8,5'% 8,3'% 22,8'% 16,0'% United Kingdom Germany Italy France Sweden Spain The Netherlands Switzerland Finland Austria Middle East Region Ireland Denmark Other

45 M A I N C O U N T R Y O F R E S I D E N C E 3,1'% 3,5'% 3,1'% 0,2'% 6,1'% 9,9'% 1,0'% 0,7'% 1,6'% 0,2'% 0,5'% 0,9'% CENTURION RESPONDEES 36,5'% 31,4'% United Kingdom Germany Italy France Sweden Spain The Netherlands Switzerland Finland Austria Middle East Region Norway Belgian Other