The study shows CNN audiences to be affluent, frequent travellers for business and leisure, accounting for nearly 42 million international air trips and 63 million total nights in hotels for business annually, and liquid assets totalling US$1.7 billion dollars.
CNN, quoting the results of a media survey, says “no other international news media comes close in engaging with global business and leisure travel audiences”.
The inaugural Media GPS survey, conducted by international research consultancy BDRC Group, studied the trends of 9.9 million weekly international travellers.
By surveying international travellers as they book through online travel agencies (OTAs), traditional travel agents and corporate travel management companies (TMCs), the Media GPS study found that more than 50% of all international travellers turn to CNN via TV and digital for news and information during their trips.
This is ahead of the BBC (43% reach), CNBC (27%) and all other international news brands.
The study shows CNN audiences to be affluent, frequent travellers for business and leisure, accounting for nearly 42 million international air trips and 63 million total nights in hotels for business annually, and liquid assets totalling US$1.7 billion dollars.
“This study is an interesting departure from traditional recall surveys as it uses the moment of booking a flight to understand the profile and habits of international travellers and combine that insight with data about their travel plans,” said Mark Sear, vice president, audiences and data, CNN International Commercial.
“It gives a robust picture and rich data points that we can use to further understand trends amongst influential and affluent audiences.
“However, you don’t need to be a data scientist to understand the two main findings - that CNN is by far the news source of choice amongst international travellers, and that our audience is upscale with spending power in both their professional and private lives.”