Who’s Searching for Ski holidays? Advice on Targeting and Because it’s Christmas, We’re Throwing in a Free Gift (UK Only)

It’s cold outside, the winter coats have been dug out from the backs of our wardrobes and its dark well before we’ve left work to go home. For most of us the idea of a holiday during the winter months just isn’t a possibility. Christmas expenditures, time spent visiting family who are spread across the country and perhaps making final payments on the holidays we took during those oh so distant summer months - that passed far too quickly.

So who are these people that jet off on ski breaks during the winter months just to get away from it all?

For those of you looking to advertise your winter breaks and holidays through Bing, knowing your target audience will no doubt have you well on the way to seeing a great ROI against your ads. So let’s get started, who should you be targeting your winter ski holidays and breaks to?

Who’s searching for a ski holiday?

Almost 50% of searches for Ski breaks and holidays in the last year have been from people between the ages of 25 and 34; they’re young, free and love to travel as much as possible! When advertising on Bing this age bracket is a key demographic for targeting your ski holiday ads to.

Ads

Remember to target your ad text as well, keep it fun, friendly & quirky to ensure you’re engaging with this young and savvy audience.

Gender split

When we look at gender it’s a fairly even split, with women (being the fantastic organisers of holidays that we are) taking more than 10% search share than men.

Who’s searching for a luxury ski holiday?

It’s also worth considering the kind of budgets different age groups have available for their ski trips. Those within our key demographic are likely to have a greater % of disposable income than those within the 35 to 49 bracket. They are less likely to have a mortgage, children and “shock horror”: some may still live with parents! With this in mind it may be of greater use to use price points within your ads for the age groups that consider cost a more defining factor.

The graph below shows the demographics related to ‘luxury ski breaks’ and it paints a revealing picture. 65% of all searches for luxury ski holidays within the last year on Bing have been from people between the ages of 25 and 34, significantly higher than those between 35 and 49.

Ads

So go ahead and make your ads cool and glamorous! And refer to price points for all other, age groups.

Getting Started

So now we know who they are we can feel confident we know who we’re speaking to when setting out to advertise through Bing. And to help you along in the right direction this festive season, or if you just want to test the waters, Bing is offering £30 free credit if you sign up before the 31st of January! This fantastic offer could see your account bring in up to 1,000 extra clicks! Be quick! To remain competitive you’ll need to have your ads ready for January as searches for Ski related holidays are likely to double from December to January so let’s start targeting!  To all of you heading off to ski in January…I envy you!