When you’re on an airplane what do you do? If you’re like most people, you take a look in the seat pocket in front of you and pull out the in-flight magazine. Those publications put forth by the airlines to entertain and inform us at 30,000 feet in the air.
Marketers love in-flight magazines, because in many ways flyers are the ultimate “captive audience.” Millions of flyers equals millions of readers, which is why we’re thrilled by the coverage in this month’s U.S. Airways Magazine. It contains a multi-page feature on Hilton Head Island’s great legacy as the ultimate golf destination, and the timing couldn’t be better. The April issue is just in time for the RBC Heritage presented by Boeing. The feature also covers where to stay, where to play and where to dine when your 18 holes are complete.
Hilton Head Island has also earned accolades in this month’s issue of Conde Nast Traveler in which readers ranked three of our area golf resorts among the best. The Inn at Palmetto Bluff, the Inn at Harbour Town and the Hilton Head Marriott Resort & Spa all made the list of the Top 25 Southern U.S. Golf Resorts.
Why does coverage like U.S. Airways Magazine and Conde Nast Traveler matter? In a word…credibility. It’s someone else tooting our horn and saying we’re a great place to spend your hard-earned vacation dollars, and in the minds of travel consumers…that makes a difference.
Research shows that this type of coverage has a high credibility factor among travelers. A YPartnership research study on what sources travelers found credible revealed that editorial media coverage ranked among the most credible sources of travel information in the minds of consumers.
Travel begins somewhere. Sometimes that somewhere is in the pages of a magazine. Someone who has heard about Hilton Head Island now has a better idea of our offerings, or maybe it’s the couple looking for a second home who decides to take a second look. Maybe it’s the golfer who’s been on-the-fence about where to take his foursome deciding that Hilton Head might be just the place. That’s good news for all of us.