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Smart Travel Asia Media Kit

Launched in January 2003, premium online travel magazine Smart Travel Asia helps you reach a targeted quality audience . Worldwide . Without Wastage. We help build brand aspiration and help customers choose intelligently in the research space.

Contact Us | Download Media Kit | Quality vs Quantity | Consumer Purchase Decision | Brand vs ROI | Reader Tracking | Advertisers | Banner Templates

JUMP TO Reader profile | Advertising products | Advertising positions & rates

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Why Smart Travel Asia?

1.2 million readers - affluent frequent fliers

Our global audience has one thing in common: frequent travel (12 air trips a year) and high income (US$160,000 per household).

Travellers are online. With paying subscribers leaving print publications, up to 95 percent of their circulation is now idling in hotel rooms where copies simply do not get read due to lack of time and language issues. The wastage is enormous. Check circulation audits at the Hong Kong Audit Bureau of Circulation, HKABC, to view distribution breakdown in detail.

Our readers tend to be drawn from banks and financial institutions, government, fashion houses, academia, I.T companies, and multinational corporations. These are people who spend more on travel and therefore take more time on research to seek quality information.

Global influence

A worldwide circulation with 70% of readers based in Asia (key concentrations in China +Hong Kong (25%), Singapore (15%), India (8%), Japan, Korea, Taiwan, Malaysia, Thailand, Philippines); 15% in USA and North America, 15% in UK and Europe (with 8% in UK alone and key concentrations in Germany, France, Switzerland, Netherlands, Scandinavia, Portugal, Spain). As many as 10% of our readers are from Australia (included under Asia). South Africa, Russia and the Middle East + Iran and Turkey, are fast growing markets.

{93% of readers say Smart Travel Asia helps them make travel decisions; 42% book through their travel agent, 43% through an OTA, 15% through a hotel site

Trusted professional reviews

With a confusing number of choices online where a no-star and five star hotel may look equally attractive, readers come to us for credible editorial reviews of hotels, spas, airlines, shopping and nightlife. We help them narrow brand choices and make intelligent decisions. We are in the research space (before retail) where consumer purchase decisions get made. Readers are tracked through third-party companies to provide an accurate map of interest and origin.

Brand evaluation (not clicks) and booking

As many as 93% of readers say Smart Travel Asia helps them make travel decisions after which 42% book through their travel agent, 43% through an online agent (OTA), and 15% through a hotel website. High end and luxury product bookings do not commonly happen through a banner click. Travellers tend to use their own trusted booking channels.

Smart Travel Asia’s professional editorial insights are entirely different from crowd-sourced rankings that can be misleading despite the best efforts of various platforms to deal with manipulation, fake reviews, and the inadvertent impact of youthful inexperience.

Think of crowd-sourced ratings - like TripAdvisor - as a ‘bus stop test’. If you are seriously ill, would you visit a doctor or visit the nearest bus stop to ask 20 random strangers their opinions? Top drawer travellers need professional opinions. It is a function of price. The more expensive a product the more likely the consumer is to seek professional advice and opinions. This is our space.

{OTAs are like department stores. They sell stuff but do not build brands. Consumers need to be influenced on brand before they step into an OTA store

We are about quality not quantity. Our focus is on building brand equity for our partner advertisers, not just generating clicks. Research shows that pursuing clicks can be a wasteful and costly exercise. Masses of fake clicks are generated by "Click Farms" that pay bored housewives and students to earn money by clicking on advertising banners and links. Kids are clicky, mature bankers are not.

High search rankings

Smart Travel Asia and all individual articles on the site have high natural search engine rankings. We do not pay for links or visibility.

Referrals from publications, airlines

A great many readers are referred to us from international publications, airlines, and corporations. Our syndicated columns and reprints also appear in top newspapers and magazines around the Asian region with our URL prominently displayed.

{Luxury travellers do not simply click and book. They do their research online and book later using their own trusted channels

Reader Profile: Travel and Purchase Preferences

According to our annual surveys May-June, Smart Travel Asia readers get their primary brand information online (97%). They are looking for trusted editorial reviews and research. As many as 93% of readers say Smart Travel Asia helps them make travel choices after which 42% book through their travel agent, 43% through an online agent (OTA), and 15% through a hotel site. High end travellers tend to use their own trusted booking channels.

Travel and lifestyle interests

Business Travel is, overall, one of the main factors influencing the huge total volume of travel. Shopping is a key pursuit for 53% of our high-spending audience (sharply impacting on visits to places like Hong Kong, Kuala Lumpur, Bangkok, Shanghai and Singapore). Top travel interest include Culture/History (68%), Spas (51%), Dining & Nightlife (46%), Child-friendly resorts (45%), Adventure/Nature (39%), Conference/Meetings (32%), Golf (21%), Cruises (18%), Diving (16%), Resort Weddings (12%), Casinos (11%).

Planned purchases

Smart Travel Asia readers are keenly interested in making quality high-end purchases. In percentage terms this purchase wish-list for the year includes Luxury Fashion (52% of readers), Duty-Free Alcohol (40%), Mobile Phone (38%), Medical Tourism Packages (36%), Flat/Holiday Villas (35%), Cars (31%), Laptops (24%), and Video/Cameras (19%).

What are they reading and for how long?

Reading times averages 3.5 minutes with visitors looking at an average 3 pages. See some Reader Tracking screen shots. Most time is spent on hotel surveys and airline seating pages. A top draw is our premium by-invitation Top Asian Hotels Collection, a novel branding section on elegant printable A4 online pages.

Contact Us | Download Media Kit | Quality vs Quantity | Consumer Purchase Decision | Brand vs ROI | Reader Tracking | Advertisers | Banner Templates

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Advertising products

Top Asian Hotels A4 page for St Regis Chengdu

Top Asian Hotels Collection page

A4 online page, brochure, news release for national tourist offices - Macau Tourism's historic walks

Macau Walks - 4-page pack

A4 online page, brochure, news release for airlines, NTOs, Hotels, Fashion, Cars - Hilton Corporate Discover Asia page

Hilton A4 'Discover Asia'

A4 online printable pages

With our long years of print magazine design experience, we are specialists at creating A4 html pages that download quickly, are elegant and visually eye-catching, and have the ability to print out easily on A4 paper anywhere in the world.

Get your message or brochure, into the bedroom or the boardroom where decisions get taken.

See a sample A4 page for the Qantas flat bed. This format is ideal for luxury fashion brands, cars, and property. This is direct marketing at its affordable best with no wastage. And this places your message directly in customers' hands. The A4 online pages are sold in combination with banners that click in to these pages or with a text link under the banner.

See a four-page package with video and music put together for a high-profile Incredible India campaign. See a 4-page version for Macau Tourism highlighting interesting walking tours. And see an elegant two-page format for Shanghai. Use this novel A4 format for fashion, cars, hotels, airlines, beds, tours, cruises, property, shopping…

Top Asian Hotels Collection

Display Box, rectangle, 300 x 250 pixels

If your business hotel, spa, or resort has a unique story to tell and is hand-picked by our editors - for service, style, beauty, location - you might receive an invitation to our Top Asian Hotels Collection. This unique branding platform features an exclusive collection of Asia's best hotel products. We encourage our readers to view these elegant pages with links (through our editorial stories) as well as through prominent signage on every page of our online magazine. Invited hotels get a rotating image that features on every page of our website along with a link on the dropdown menu. The pages print out in excellent quality on A4 paper.

This section is the biggest single draw on our web magazine highlighting once again the huge reader demand for quality, and independent, hotel information.

Display Box/ Skyscraper/ Banner/ Cinema Banner XL

Advertising Positions for Smart Travel Asia Inside PagesOpt for prominently placed Display Boxes (Display Banners, rectangle, 300 x 250 pixels) or Skyscrapers (160 x 600 pixels vertical), for stylish, eye-catching animated messages. An ideal shape for fashion and luxury products.

Any advertising product can be placed on any page on the site, subject to space availability. In addition to our Cinema Banners (600 x 160 pixels horizontal) is our new Cinema Banner XL (Extra Large) format at 600 x 240 pixels, which visually dominates the page top. There may be a surcharge for high-traffic premium pages. The Cinema Banner XL works brilliantly for destination marketing and product display. The format is large enough to carry strong visual information - or text - and its position at the top of the page, running the entire width, ensures the message gets seen. Use this for brand building or exciting images showing new rooms, a new hotel, a new property, a shopping mall, or a new car line.

Contact Us | Download Media Kit | Quality vs Quantity | Consumer Purchase Decision | Brand vs ROI | Reader Tracking | Advertisers | Banner Templates

+Explore = Value Offer for Spas, Restaurants, Shops

Our new +explore... section is a great value, long term advertising option, perfect for a quick, entry-level, online launch. Build awareness of your brand fast and effectively. Buy a 200 x 100 pixel static image ad on a relevant page. Get a FREE image link to your site. Book at just US$1,000 NETT for the first month and continue FREE till 31 December, 2016 at this one unbeatable price!* Book ad spots on multiple pages. The earlier you book, the more exposure you'll get. This section is smartphone optimised.

*No placement on the home page. No statistics are available for the +explore section. One static image will remain in place for the duration of the campaign. No Flash advertising or GIF animation. Client to send us image Jpeg 200 x 100 pixels max file size 20kb and the desired link. Payment required prior to upload.

Download + explore offer details

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Advertising positions & rates (2016 Rates / US$)

Advertising Positions for Smart Travel Asia Home PageOur rates are nett. Any ad product can be placed on any page on the site, subject to space availability. There may be a loading fee for high-value pages with superior traffic.

Home Page Button: Left column, 130 x 130 pixels. US$3,000/ 30 days. Max file size 20kb.

Inside Page Button: Left column, 130 x 130 pixels. US$2,000/ 30 days. Max file size 20kb.

Home Page Banner: Home page Fixed Position, middle or bottom, 600 x 80 pixels, US$6,000/ 30 days. Max file size 40kb. Rotating Banner US$5,000, 30 days.

Inside Page Banner: PageTop Fixed Position, 600 x 80 pixels. US$5,000/ 30 days. Max file size 40kb. Rotating Banner US$4,000/ 30 days. Max file size 40kb. Second banner position US$2,000/ 30 days.

Display Box/ Display Banner: Home page, US$7,000 rotating/ 30 days. Inside Page, 300 x 250 pixels, US$6,000 rotating/ 30 days. Max file 50kb.

Advertising Positions for Smart Travel Asia Inside PagesSkyscraper/ Vertical Banner: Home page 160 x 600 pixels. US$8,000/ 30 days. Max file size 50kb. Inside Page US$7,000.

Cinema Banner: Max file size 50kb, Inside Page only/ horizontal, 600x160 pixels, page top, rotating US$8,000, 30 days. A Cinema Banner XL (Extra Large) format is available at 600x240 pixels. Call us for details on this visually dominant product with a page-top placement. The rack rate for a Cinema Banner XL is US$9,000 for 30 days but we'll provide an excellent package for this eye-catching product.

A4 Advertorial: A4 online format, single page, US$12,000/ 30 days. We do design and writing. We are limited or avoiding Flash objects and video on these pages to enable a smart-phone friendly format.

Creative Services: We can create quality web collateral for you in various formats. Call us to discuss.

Contact Us | Download Media Kit | Quality vs Quantity | Consumer Purchase Decision | Brand vs ROI | Reader Tracking | Advertisers | Banner Templates

PAYMENT DETAILS: Payment is expected in full within 15 days of uploading to our “live” sites of any particular product/ advertorial/ banner or button advertising. Bank Drafts or Telegraphic Transfers must be made payable to “DANCING WOLF MEDIA” at The Hongkong & Shanghai Banking Corporation Ltd, Hay Wah Building Branch, 71 Hennessy Rd, Wanchai, Hongkong, Account: 004-110-517331-001. Normal banner and button bookings/ cancellations 15 days prior to upload date. Special advertorial/ advertising bookings/ cancellations 30 days prior to upload or as specified in contract. All rates quoted here in Net US$.

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NOTE: Telephone and fax numbers, e-mails, website addresses, rates and other details may change or get dated. Please check with your dealer/agent/service-provider or directly with the parties concerned. SmartTravel Asia accepts no responsibility for any inadvertent inaccuracies in this article. Links to websites are provided for the viewer's convenience. SmartTravel Asia accepts no responsibility for content on linked websites or any viruses or malicious programs that may reside therein. Linked website content is neither vetted nor endorsed by SmartTravelAsia. Please read our Terms & Conditions.