Audience profile

Destinations attracts over 50,000* independent, discerning, affluent and passionate travellers across both the London and Birmingham Shows.

  • 89% of visitors are ABC1
  • 70% of Destinations London visitors come from London and the South East.
  • 80% of Destinations Birmingham visitors are from the East and West Midlands

Key ACORN Profiles For Destinations Visitors Include:

Educated Urbanites

  • High-income professionals
  • Spend significant amounts on travel and take frequent holidays. They are likely to take long haul trips, and will either ski or seek sun in the winter
  • Interested in theatre, the arts, classical music and eating out

Wealthy Executives

  • Mix of middle-aged families, empty nesters and wealthy retired
  • Take 2 or more holidays a year
  • High income, enjoy comfortable lifestyles

Flourishing Families

  • Wealthy families with mortgages
  • Take regular holidays including long haul, skiing and summer sun
  • Enjoy sports, playing golf, going to the gym
  • High income, balance life between jobs and families

Prosperous Professionals

  • Well-educated professionals
  • Love travel
  • Independent, adventurous and discerning
  • Interested in theatre, the arts, classical music and eating out

Affluent Greys

  • Empty nesters, retired couples
  • Go on regular holidays
  • Enjoy golf, gardening, walking, galleries/museums, theatre and food & drink
  • Money and time to enjoy life

"A worthy event to exhibit at for travel companies that wish to market to real travellers."

Cox & Kings