Affirmed fans
A few thousand people who care enormously will do more for a hotel than a few million who do not. We have worked that way since 2009, back when it was simply how we wanted to do things, and the rest of the trade has spent the years since catching up.
Our readers are affirmed fans. They bond with the tone of voice and the visuals, they read the whole thing, and they go looking for the places afterwards. They are not an audience we rented, interrupted or chased. They turned up because this is the sort of thing they like, and they stayed.
Here is the part most people miss: the people who read us and the people we write about are largely the same people. The style leaders. Confident, educated, sophisticated, rooted, aesthetically astute, creative, sometimes earthy, maybe dreamers, worldly and free of the usual cultural divides. From interior designers to budding hoteliers waiting to create their next place, from travellers to those who simply enjoy the creative process.
And they are tired. Not of travelling, but of choosing; people are decision fatigued. Sorting the real from the staged has become a job in itself, and that is the gap we have always filled.
65% women, 35% men. 60% aged 25 to 45, 24% over 45, 16% under 25. Germany, Switzerland and Austria about a quarter of the readership, the USA and Americas a little over a fifth, the UK and Nordics a sixth, then Southern Europe, Australia and APAC.
3 min 49 sec average time a Sunday Edit reader spends with us per visit.
Nearly a third of newsletter readers come back, and they are four and a half times more likely to act on what they read than a search visitor.
Two in four go on to visit that hotel's own website.