BDRC Launches Global High Value Traveller Omnibus

London-based full service insights firm BDRC has launched the Global High Value Traveller Omnibus (GTO), comprising 5,000 interviews every quarter with verified frequent flyers intercepted at the point of ticket purchase.

BDRC says the sample source is not reliant on either access panel or respondent claimed behaviour, but taps into a unique partnership with a travel technology provider. The methodology for the omnibus was used in the Media GPS study run by BDRC last year for clients including CNN, BBC Worldwide and Bloomberg.

Net arrivals and departures will deliver regional sample sizes of 2,000 for both Europe and Asia, 1,500 for North America, and 1,000 each for Latin America and Africa / Middle East - representing the c.10 million international flyers travelling every week. Sample profile focuses on high value, regular travellers with a global average income of $100k and making an average of 8 international flights a year. Around half the sample will be flying on business at the time of the intercept.

Data will be collected over a one month period every quarter, and an introductory '3 for 2' question offer applies to the first wave, kicking off in April.

The GTO 'will appeal to both global and regional brands that are interested in what high value international travellers think of them and their communications', according to Director James Myring (pictured). 'This is a notoriously difficult audience to reach, but our unique sample source achieves this and it does so 'in the moment' of the consumer's journey'.

The firm also has offices in three countries in Asia, in Australia, South Africa and the USA, and is online at www.bdrc-group.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.