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Consumer evaluation of direct mail in the travel and leisure sectors

HBH Partnership Ltd, Jo.Howard-Brown{at}virgin.net

This paper examines usage and consumer perceptions of direct mail in the travel sector and certain sections of the leisure industry. It builds on ten years of on-going research conducted by the Direct Mail Information Service which latterly has expanded to become sector specific, examining both sectors which are long term users of direct mail and those which are relatively new to the medium. By tracking consumer views the paper clearly highlights areas of opportunity for marketeers in both sectors.

Key Words: advertising • direct mail • direct marketing • loyalty • mailshot

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