Key Takeaways from Glance Visitor Research 2021

As you may know, Glance regularly undertakes visitor surveys within its guides. This gives an insight into who is picking up our guides and how we are influencing visitors. During 2021, we ran our visitor research survey in the ‘Daily Adventure’ Visitor Guides – Ireland’s number one visitor publication and hugely influential in guiding visitors. The big takeaways are below, and they are worth absorbing. You can also view the findings via our FlipBook at the end of this page – for sharing.

A few things to note about the 2021 visitor survey

• 1,155 readers took the time to respond to our survey. 98% said they loved and valued their guide, with 87% rating it extremely valuable or very valuable.
• 82% of our readers resided in Ireland, as we targeted the domestic market for obvious reasons during this pandemic. 18% of readers were visiting from overseas. In 2020, only 2% were from overseas because of travel restrictions – so 18% in 2021 represents the first signs of overseas business recovery. You can expect this progress to continue in 2022, and our guides will be there for them.
• 83% of our readers travelled to the attractions and areas of interest by car. ‘Drive-to visitors’ will continue to support recovery in 2022. They were and are a key target for us.
• Families and couples accounted for 81% of readers. 40% travelled as a couple and 41% as a family. 10% ‘travelled with friends’ (which was an increase when compared to 2020). 7% of our readers travelled solo.
• 86% of our readers were prompted by what they read in our 2021 guides to use their mobile phone to find out more about some they read – or to book, buy or visit.
• Our 2021 distribution strategy meant guides were picked up in a wider range of locations – reaching ‘best prospect’ domestic travellers. We will be extending our distribution even further in 2022.

View survey findings online as a Flip Book Here