2 minutes with: Ed Grenby Editor, Sunday Times Travel

You are going monthly – why is that? Because of consumer demand. Our readers have an average of six holidays a year and are spending an average of £2,600 on their main holiday. They can’t get enough of it.

What type of holidays?

Our readers are sophisticated, worldly and well travelled. They are interested in the lot. They take lots of different types of trips, whether they are weekends in Britain, a big adventure, luxury holidays or city breaks.

Who do you want to hear from?

It’s inspiration not aspiration, so it’s very much about ‘this is how you get there’. Information is just as likely to come from an airline as it is from a tour operator or tourist board.

What do you want to hear more about?

Travel covers a multitude of areas including fashion, style, gadgets and literature that we don’t necessarily hear enough about. For instance, Paul Smith recently created a collection inspired by Africa. Also, we’ve recently featured Jamelia and Tracey Emin. If PROs have a celebrity they want to send on a trip, we can put them in touch with a relevant travel PRO.

How is the mag different to the newspaper’s travel section?

There is a lot of crossover of readership but our readers keep the magazine for up to six months and graze on it. We always need photography for our Photographers’ Showcase and Take Me There sections.

When should PROs contact you?

We’re not too slavishly bound to the calendar. We don’t think ‘oh it’s summer, we’d better do Greece’. We’re working on planning for the April issue now, but basically they should just contact us asap.

What’s your ideal destination?

I’m a bit of a freak. I don’t think you can beat the UK. I’m not sure everyone shares my enthusiasm though, and the readers will decide what goes in the magazine.

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