Creative director, Faulds Advertising
I have, I’m slightly embarrassed to say, been a wild rover for many a
year and I’ve spent all my money on flights and duty free beer. All
because I got the Mawhinney clan’s wanderlust. I’d go almost anywhere in
the world and revisit most places I’ve been.
Maybe it’s because we’re Irish or because Vicky and I were seduced as
children by Elvis and Hollywood, that we keep going back to the US. We
love it, whether it’s Cape Cod, San Francisco, Las Vegas or L.A.
We watch holiday programmes and Sky’s holiday channel for entertainment,
not research, and always choose destinations on some romantic whim
rather than through a brochure.
I used to think Conde Nast was a chocolate bar, so it’s not surprising
we’ve never found a travel magazine that was as emotive or as seductive
as a film or a song. I always assumed Galveston, the country song, was
about a cowboy town, not a fishing village, until we got there. We’ve
also never found an inflight magazine that didn’t just make you want to
buy perfume, but quite frankly I love inflight mags because when I read
them I know I’m inflight.
My mum said to me when I called her from Australia that one day I’ll
fall off the edge, but she knows I’ll never ever admit that it’s no nay
never will I play the wild rover no more.
Pensioner and retired nurse
I’m a very active person who enjoys living life to the full, so when it
comes to travel media I’ve constantly got a sharp eye out for good
offers. Being a pensioner, cost is a major factor for me when booking
holidays so I am attracted to good deals, whether they are in the press,
on television or in magazines.
I find newspapers to be the best medium for special deals, as they never
seem to be short of two-for-one offers or cheap ferries to the
Being a hoarder, I collect tokens from the nationals for weekend trips
away out of pure habit, but don’t really know why I bother as most of
them go to my children anyway. I’d like to see travel offers with
concessions for OAPs in the travel media, as I think it is a market
which is as yet untapped and could be exploited.
If I’m going to treat myself to a holiday, I always watch television
programmes like Wish You Were Here ...? as I find them informative and
entertaining, offering an instant sense of their surroundings. Being
that bit older, I do tune in to the young waifs who present other travel
programmes like Rough Guide To ..., but I prefer Judith Chalmers who, as
a more ’mature’ presenter, is someone to whom I can more easily
Being a bargain hunter, I’m always drawn to the window displays of high
street travel agents like Thomas Cook or Lunn Poly. Even if I can’t
afford to be an impulse traveller, that doesn’t stop me window
I rarely get inspiration from slick, glossy titles like Conde Nast
Traveller, as I have no interest in designer swimsuits or knowing which
Italian city boasts the best nightclub of the moment. I prefer to watch
where I want to go. After all, seeing is believing.
Board account director, Leagas Delaney
Anyone who has children knows that no amount of polished advertising or
superlative editorial is going to convince an energetic eight-year-old,
who is hell-bent on skipping down Main Street with Mickey Mouse after
seeing Euro Disney’s ad on TV, that a week of doing nothing in the sun
is actually the zenith of travel chic.
After all, my eight-year-old doesn’t care about ’paradise’ unless it
happens to be the name of the latest toy doing the rounds.
A family holiday needs to have something in it for everyone. It’s a
simple equation: if the kids are happy, we’re happy and vice-versa. To
me, it’s about finding a happy medium. Two weeks at Center Parcs booked
through Thomas Cook would make the kids delirious with happiness but
leave us just plain delirious. So after browsing the internet or Sunday
supplements for ideas, I generally choose a safe environment for a
shorter break which lets the children feel adventurous while keeping
I never read the travel lifestyle magazines like Conde Nast Traveller as
I find them insipid, with little editorial variety. I only flick through
them if I’m stuck in the usual places like the dentist, where the only
alternative is to stare at the wall.
Holiday programmes such as Wish You Were Here ...? and magazines
concentrating on the exotic don’t interest me either. After all, a
poster of a beach on the Tube advertising some far-flung sunshine
destination is fine for escapism - the last thing you want to look at
after a hard day’s work is the disgruntled executive opposite shouting
into his mobile - but instead of motivating me to book an impulse
holiday, it just makes me think, ’I must go there sometime.’
Managing director, BMP interAction
Pistols at dawn. That’s what I’d be driven to if I had to spend my
coveted Saturday sardined in a high street travel agent. I’m not
interested in staring at a temperamental monitor that is either
interminably slow or perpetually on the blink.
In our fast-paced society, the web is a far superior alternative, and
I’ve found a wealth of informative, deal-driven sites including those
offering extra services beyond your average holidays.
Fancy a cybertrip to the edge of space courtesy of a Russian Mig? An
island holiday with a hot tub for 40? Or beating the winter blues by
knowing where in the world will be hottest tomorrow? This intuitive
information from lastminute.com is just the ticket, with bargains,
auctions and other quirky offers cementing its promise of exceptional
value and service.
Web users are fickle creatures, which is why it is important to give
incentives to return. Sir Bob Geldof made a royal mess of the launch of
his latest venture, deckchair.com, after extended PR hype encouraged so
much traffic that it jammed the site.
When I attempted to log in, I found the apology note: ’Imagine the M25
in rush hour traffic with two lanes closed.’ Rather an unfortunate
analogy, as it will only encourage people back on to the information
superhighway and off at the next junction.
You rarely get more than one chance to capture the hearts and minds of
web consumers and this apology did nothing to encourage a return.
British-airways.com - that great bastion of tradition - communicates its
core brand values well. But because it just replicates the press offers,
I found nothing extra to benefit me. And some, like Expedia.com, I find
impossible to fault - it’s just they lack personality.
Lonelyplanet.com has suitcases of the stuff but even with its travel
guides being cheaper if bought through the amazon.com website, I’m more
likely to visit simply for an insider tip rather than to buy its
I used to think booking a holiday was time consuming and fraught with
difficult choices. Now it is just a virtually pleasant experience.