Daily Adventure Readers Survey 2022

2022 Visitor Ireland Research
The Daily Adventure
Visitor Guides -
Readers Survey 2022
Insights from over 1,130 Readers
www.YourDailyAdventure.com

2022 Visitor Research
About our 2022 Daily
Adventure Readers Survey
2023 will be
the 22nd Year
of the Daily
Adventure!
1,138 readers responded to our 2022 survey - giving us very accurate
reader insights.
79% of our readers resided in Ireland, and 21% were visiting from
overseas. That 21% continues to grow (it was 2% in 2020!!) as overseas
tourism recovers.
Families and couples accounted for 79% of our readers.
74% were travelling by car, but the biggest uptick in 2022 was the
number of readers travelling by bus, train or tram (19%).
We continued our drive to distribute our guides to a wider range of
outlets - including accommodations, attractions, service stations, shops,
cafés, and visitor information points. The drive was so successful that we
had to reprint some editions to keep pace with demand (at no extra cost
to those featured in the guides). We are committed to serving the
interests of the visitor and those featuring in our Guides.
For 2023
Smart Marketers: For 2023, expect the
domestic market to be key again and for
overseas visitor numbers to grow. The best
way to command their attention will, once
again, be via 'Your Daily Adventure' - our 22nd
edition!

2022 Visitor Research
Readers were Mobile and on
the Move - Driving to
attractions and places of
interest
74%
of Daily Adventure Readers drove to the
attractions and the areas of interest they
visited during 2022.
For 2023
Smart Marketers: 'Drive-to' Visitors
will continue to support recovery in
2023. Visitors on the move by car are
also the number-one readers of our
'Daily Adventure' visitor guides.

2022 Visitor Research
Bus Tours, Trains and Tours
Picked Up Business in
2022 versus 2021
19%
of Daily Adventure Readers travelled by
Bus, Train, Luas or Dart. That's a big uplift
on 2021!
For 2023
Smart Marketers: Expect that recovery
to continue in 2023 - and for the Daily
Adventure to be an influencer of
travellers in cities and on tours.

2022 Visitor Research
Our Visitor Guides
Digitally Connected
Readers to Businesses
86%
Google Analytics
cannot tell you that you
were found first in our
guides. Ask 86% of our
readers who went
online - prompted by
the Daily Adventure!
of readers were prompted by what they read
in our Guides to use their mobile to find
out more or to book, buy, or visit.
For 2023
Smart Marketers: Daily Adventure
readers often discover you FIRST in our
guides. This influences them to either visit
you directly or to use their mobile to find
out more or to book or buy from you.

2022 Visitor Research
Family and Couples were
our two big business
segments in 2022
45% + 34%
45% of our readers travelled as a family, and 34% as
a couple during 2022. 9% travelled with friends,
and 8% travelled solo.
For 2023
Smart Marketers: It is 100% certain that
families and couples, our two biggest
reader segments during 2022, will again
be the drivers of your business in 2023 -
as tourism's recovery continues. Friends
meeting up will increase in share.

2022 Visitor Research
The Daily Adventure is Loved
and Valued by all
Visitor Segments
99% plus
Over 99% of readers found our guides valuable.
87% found them to be 'Extremely Valuable' or
'Very Valuable'. A further 11% found them to be
'Moderately Valuable' and 1% Slightly Valuable'.
For 2023
Smart Marketers: Our guides are highly
valued. Visitors gave us the same high
rating in 2022 as they did in 2021 -
reflecting the consistently high standards of
our guides, and how visitors treasure them.

2022 Visitor Research
Who Loved the Daily
Adventure the Most?
EXTREMELY
VALUABLE
43%
41%
40%
42%
VERY
VALUABLE
45%
46%
48%
46%
Moderately
VALUABLE
10%
11%
11%
11%
It turns out that everybody loves our Visitor
Guides. Couples, families, friends, and car
travellers. Families may just about shade who
loves them best, followed by car travellers!
For 2023
Smart Marketers: No matter what
category of visitors you are targeting for
2023, the Daily Adventure reaches them
and is loved and valued!

2022 Visitor Research
Where did Visitors pick up
our 2022 Guides?
Answer: Everywhere!
The chart above breaks out where visitors
picked up our 2022 guides. We put great effort
into widening our distribution base even
further this year, and it's reflected above.
This increases the opportunity for our clients
to be seen!
For 2023
Smart Marketers: For 2023, we will
continue to drive distribution and place our
guides where visitors and trip-takers
frequent. This reflects our commitment to
winning business for clients.

2022 Visitor Research
Our Guides were
ACTIVELY CHOSEN by
Trip-Takers. This is
Really Important!
100%
of our Guides were actively picked up out of
interest. That's a big deal. Visitor interest
converts into more businesses for
those featuring in the Guides.
For 2023
Smart Marketers: Because our guides are
selected out of interest (and don't fall out of
newspapers or into letter boxes) the
conversion rates from lookers to bookers,
buyers, and visits are far higher than any other
channel. They don't reach the uninterested!

2022 Visitor Research
Our Guides are STICKY -
meaning visitors just cannot
let them go!
86%
86% of visitors keep the Guides for the duration of
their visit. 7% keep it until they visit the place of
interest. 5% read carefully before discarding. The
other 2% do everything from passing to another
family to leaving it in their AirBnB for others.
59%
For 2023
keep their guide beyond their visit as a memento.
Smart Marketers: 'Sticky' is worth thinking
about! If you take an advertisement in most
media - the opportunity to see it is fleeting. Our
guides are chosen by visitors out of interest - are
ever-present throughout the year - plus they are
held by visitors for the duration of their trip and
often beyond for future use. They are shared too!

2022 Visitor Research
4 Ways The Daily Adventure
Visitor Guides Connected
Visitors to Businesses in 2022
The 2022 Guides provided details that gave visitors more ways to
connect to featured businesses than ever. We know from feedback
and comments this has had a great impact.
Visit in
Person Phone Website QR Code
For 2023
Smart Marketers: Our Daily Adventure Visitor
Guides are more than just words and pictures.
We provide several means to connect visitors to
featured businesses, including generating and
featuring a free dynamic QR Code for your
business.

2022 Visitor Research
1,135 readers told us what
they loved most in Ireland.
99.9%
of survey respondents told us of the ONE
THING they loved MOST during their trip.
When they nominate a business we
share the feedback.
For 2023
Smart Marketers: Most respondents named
places they loved, while some nominated a
business. When a business was nominated, it
was typically because of a very special
experience or extra thoughtfulness. Will your
business feature in their comments in 2023?

2022 Visitor Research
Nine Sample Reader Quotes
about the 2022 Edition
We live in Dublin, but are
using the guide to travel to
places we haven't been to or
have visited some years ago.
Very informative and a good
range of places to visit to
keep all the family happy.
With the help of the guide,
we were able to see most of
the places in Kerry, the best
one was the Derrynane
house, such a beautiful
house - and deep-rooted in
history. The beachside walk
was absolute bliss.
Visited the Blarney Stone,
the Rock of Cashel and
Fota Wildlife Park. We
would never have gone to
Fota if we hadn't got the
guide.
Barbara, Ireland
Rated the Guide:
Very Valuable
Anuja, Ireland
Rated the Guide:
Extremely Valuable
Catherine, Northern Ireland
Rated the Guide:
Extremely Valuable
I really enjoyed the time we
spent at Gravity Bar
(Guinness Storehouse). We
probably wouldn't have
known about this place
without the guide. The view is
absolutely fantastic, and
really made us feel like we
were on top of the world!
Diana, Romania
Rated the Guide:
Extremely Valuable
I loved everything, but
Fanad Lighthouse was my
favorite! Such lovely
people and I never would
have found it if not for the
guide!
Gracie, United States
Rated the Guide:
Extremely Valuable
I visited Kilkenny Castle.
The visitor guide helped me
to find the best places to
visit in Kilkenny. I was
amazed at the Castle and
Butler House.
Yacehelis, Ireland
Rated the Guide:
Very Valuable
Jameson Distillery in Midleton
was a wonderful tour. It is so
impressive that we went back
with a family that visited us
from Toronto in Canada. Your
Daily Adventure has been a
handy guide throughout the
summer. We have great
memories from a few
adventures at attractions
featured in the guide.
Martina, Ireland
Rated the Guide:
Extremely Valuable
I went to Sligo, Glencar
Waterfall, Donegal, Glenveagh
National Park and the Cliff of
Moher. These places are really
breathtaking. I have never seen
these spectacular views in my
life. My husband and I are very
grateful with the information
provided by Your Daily
Adventure.
Meng Fong, Ireland
Rated the Guide:
Extremely Valuable
Thank all Ireland for helping
Ukraine and Ukrainian
people. Ireland is soooo
beautiful and full of
beautiful, kind souls.
Prosperity, freedom and
peace for both countries!
Slava Ukraine!
Daria, Ukraine
Rated the Guide:
Extremely Valuable

2022 Visitor Research
Nine Sample Quotes
about Visitor Experiences
We received hundreds of similar quotes because our visitor guides direct visitors to the very
best experiences - enhancing holidays and great days out.
Fota Wildlife Park had
everything we wanted, We
found it very educational
for children and adults.
One of the BEST parks I
have ever been to.
Kylemore Abbey for its
fabulous setting, wonderful
architecture and fascinating
and romantic history! A true
jewel in Connemara!
The Hunt Museum in
Limerick stands out as a
brilliant surprise.
Wonderfully helpful and
friendly staff, a relatively
quiet place, and a fantastic,
eclectic collection to view. It
was the unexpected
highlight of my holiday!
Ellen, Ireland
Rated the Guide:
Very Valuable
Siobhán, Ireland
Rated the Guide:
Extremely Valuable
Brian, Ireland
Rated the Guide:
Extremely Valuable
The Cliffs of Moher is my
favorite place so far in visiting
Ireland as it is one of the
loveliest natural wonders I
have ever seen. Visiting the last
90 minutes before sunset
walking along the pathways
viewing the spectacular mistshrouded
cliffs took my breath
away!
The Lafcadio Hearn Japanese
gardens Tramore. We had
never heard about it before
and it was a wonderful
calming garden. The lady
working there on the day we
visited was welcoming and
enthuastic about the gardens
and we had lovely coffee and
cake on the terrace.
I loved every aspect of the
Chester Beatty Library from
the exhibition and the
gardens to the Silk Road
Café and the amazing staff
.
Yolanda, United States
Rated the Guide:
Very Valuable
Margaret, Ireland
Rated the Guide:
Extremely Valuable
Peter, Ireland
Rated the Guide:
Very Valuable
Spike Island is a microcosm
of 1,300 years of Irish history
set in one place on an island
in Cork Harbour, and with
Cobh and Fota on the
doorstep. What a great day
out!
Hook Head Lighthouse was
just the loveliest place. Loved
the history of it that we
learned on our guided tour.
And we found the scenery
around the place simply
breathtaking!
I absolutely loved Blarney
Castle and Gardens! Such a
pretty spot for a walk on a
sunny day and the castle is
steeped in history. I'm from
Cork City, but this little trip
inspired me to get a yearly
pass to visit the gardens for
walks and a bit of me time.
Brid, Ireland
Rated the Guide:
Extremely Valuable
Janet, Ireland
Rated the Guide:
Very Valuable
Nicola, Ireland
Rated the Guide:
Very Valuable

2022 Visitor Research
Contact Us
If you are interested in featuring in any Regional
editions of the Daily Adventure Visitor Guides 2023,
please contact us early. They book out each year!
Call: 061 338 588
Email: Valerie@Glance.ie
www.YourDailyAdventure.com
For 2023
Smart Marketers: 2023 will see Glance
produce the 22nd edition of our guides. We
will continue to place a big focus on
connecting print and digital - through the
publications, website, flipbooks, and use of
dynamic QR Codes. We hope to see you in it!