The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Australia tops the list of dream destinations 

Australia tops the list of dream destinations  | The Insight Files | Scoop.it

Australia has once again been ranked as the number one destination in Virtuoso's Travel Dreams survey, with Sydney, Tasmania and Kangaroo Island coming out on top. The most popular trip styles were beach (46 per cent), adventure (37 per cent) and cultural/historical (29 per cent). The 2016 survey asked respondents about their fantasy trip choices as well as their dream destinations and preferred travel styles. Over 1,200 travellers from 26 countries submitted entries with a panel of Virtuoso judges selecting the winners based on criteria including content, style and creativity. 

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Digital transformation in government: Tourism Australia case study

Digital transformation in government: Tourism Australia case study | The Insight Files | Scoop.it

Getting public sector digital transformation right requires two things:

 

  1. A partnership-oriented approach to embracing disruption.
  2. A focus on inclusiveness of digital citizenship.

 

This article details Tourism Australia's digital transformation journey which began in 2014, making splashes with the relaunch of Australia.com in 2015 and the launch of a virtual reality campaign focused on Australia's beaches and coastal regions in 2016. The results: record setting years for number of travellers, total visitor spend in Australia and number of jobs in the tourism sector. The global travel industry has been highly prone to disruption. Ensuring Australia is continuously positioned to benefit from these disruptions has been a key area of focus.

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TRA: Tourism Forecasts 2016

TRA: Tourism Forecasts 2016 | The Insight Files | Scoop.it

Strong gains in international tourism will help Australia continue to move towards attaining the lower bound of its Tourism 2020 growth target for overnight visitor expenditure by the end of the decade. Key messages of TRA's latest publication include:

 

  • Key tourism industry targets are being met.
  • International visitors to drive growth in total spend.
  • Australian residents continue to trade overseas travel for domestic travel.
  • China to overtake New Zealand as Australia's largest international tourism market.

 

Click here to download the full report.

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The world's best tourism websites in 2016

The world's best tourism websites in 2016 | The Insight Files | Scoop.it

The most significant trend in front-end design and content management of tourism websites over the last few years is the shift from static 'bilboard' websites - promoting tourism and hospitality partners with lots of banner ads and generic descriptions - to more organic story-driven portals that resemble travel media websites. According to Skift, the best tourism storytelling prioritises three things:

 

  1. Developing proprietary mobile friendly maps customised to the destination versus relying on Google Maps's limited functionality in terms of design.
  2. Diving deeper into consumer segmentation profiles and developing more nuanced content based on that intelligence.
  3. Surge towards longer-form videos profiling local residents who are proudly promoting their destination in a more natural, authentic voice.

 

Find out which tourism websites rank in the top 25 here.

 

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More travel companies testing the virtual reality water

More travel companies testing the virtual reality water | The Insight Files | Scoop.it

Virtual reality projects from YouVisit (Yosemite) and Tourism Australia show how the technology is progressing. Tourism Australia has produced a series of virtual reality clips which highlight wildlife and various destinations across the country. These advancements have contributed to positive predictions that there will be a virtual reality device in every home within ten years - assuming more attractive pricing and broadband accessibility. To find out more about the future of virtual reality, as well as the barriers to adoption, click here.

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U.S. travellers will dominate tourism spending in Asia-Pacific through 2020

U.S. travellers will dominate tourism spending in Asia-Pacific through 2020 | The Insight Files | Scoop.it

U.S. travellers are the top spenders on travel in the Asia-Pacific region, having spent some $231.6 billion there in 2015, and it appears their lead position will remain the status quo for the foreseeable future. That's according to a report from PATA, which projects that U.S. travellers will spend more than $257 billion in the region by 2020, taking 28.1% market share. Compare that to Chinese travellers, the world's largest outbound market, that spent about $60 billion on travel in Asia-Pacific in 2015 and will spend about $72 billion by 2020 and account for nearly 8% market share. Find out more.

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Travel apps lag behind mobile web for finding travel information

Travel apps lag behind mobile web for finding travel information | The Insight Files | Scoop.it

A major study of search and booking behaviour has found that applications come second best when it comes to how consumers access travel info on devices. The Expedia Media Solutions examination of consumer habits in the UK found 92% of tablet users favoured mobile websites compared to apps. The world of apps have a better showing on smartphones but are still not the primary method at 47%. Some of the headline findings of the report include:

 

  • 3/4 digital UK users are regularly consuming travel content.
  • Some 2.4 billion minutes is spent every year in the UK on digital travel content.
  • 49% claim they use both mobile and desktop for finding travel information last year, compared to 34% the previous year.

 

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Guiding the journey for Chinese travellers

Guiding the journey for Chinese travellers | The Insight Files | Scoop.it

By 2020, an estimated 200 million Chinese people will travel overseas for leisure every year, more than double the number that do so today. To be successful, brands need to market effectively throughout the travel journey, targeting all the key moments involved in planning and experiencing a trip abroad:

 

  • Inspiration: I want to get away.
  • Research: Where do I want to shop?
  • Experience: How do I make the most of my trip?
  • Sharing: How can I impress others?

 

Understanding the New Chinese Traveller, a study from TNS, reveals that China's travel routes are in the process of being redrawn. Download the report to find out more.

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Ranting online about travel more popular than trying to get a refund

Ranting online about travel more popular than trying to get a refund | The Insight Files | Scoop.it

Research has shown that venting one's anger online about a poor travel experience is proving a more popular pursuit than taking it up with an official body. The study by MarkMonitor of almost 3,300 travellers in the UK, US, Germany, France, Italy, Denmark, Spain and the Netherlands found that 42% would post a grumble on the web in the first instance while only 40% would try to get  a refund from the product seller. Just over one-third would be sufficiently angered by the poor experience to take it up with an official trade organisation or licensing body. Find out more.

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U.S. travellers on sustainability and brand transparency

U.S. travellers on sustainability and brand transparency | The Insight Files | Scoop.it

Some 105.3 million U.S. leisure travellers, or 60 percent of all leisure travelers in the U.S., say that they are "sustainable travellers" — those concerned with how their travel impacts everything from a destination's local economy to the environment. This is according to a new study from Mandela Research, a firm that studies unfamiliar or controversial data and trends in the travel industry. The study also found that, ironically, 64 percent of its survey respondents were unsure of what sustainability means when unaided by destinations. Find out more.

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Sojern's Global Travel Insights Report - Q1 2016

Sojern's Global Travel Insights Report - Q1 2016 | The Insight Files | Scoop.it

Through a rigorous analysis of more than a billion travel intent data points, Sojern, the world's leading performance marketing platform for travel brands, has released its quarterly report of global travel insights. Sojern analysed travel behaviour worldwide in five regions: North America, Latin America, Europe, Middle East and Africa and Asia Pacific, in order to understand travel intent within the first quarter of 2016 and beyond. The first half of the report offers an overview of the global travel trends for the major regions, as well as specific travel events during the quarter. The second half of the report looks forward to travel beyond the quarter. Using data based on search and booking behaviour provided by major airlines, online travel agencies, meta-search and other travel service providers, Sojern looks at travel intent into the summer of 2016. Looking ahead and knowing when, where and how people are planning their travel allows marketers to better understand their markets and strategise effective, targeted campaigns. Click here to download the full report.

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Here comes the modern Chinese consumer

Here comes the modern Chinese consumer | The Insight Files | Scoop.it

Despite concerns about economic growth, China's consumers keep spending. Yet McKinsey & Company's latest survey reveals changes in what they’re buying and how they’re buying it. Reflecting 10,000 in-person interviews with people aged 18-54 across 44 cities, McKinsey's report, The Modernisation of the Chinese Consumer, found that the days of broad-based market growth are coming to an end. Consumers are becoming more selective about how they spend their money, shifting from products to services and from mass to premium segments. They are seeking a more balanced life where health, family and experiences take priority. The popularity of international travel is astounding among Chinese consumers, as is their adoption of trends such as mobile payments. And despite many similarities, consumer behaviour can vary significantly among the country's 22 city clusters.

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Panos Fotiadis's curator insight, July 5, 7:00 AM
The Chinese market seems to mature...
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Travel sites are working on personalisation but do consumers notice?

Travel sites are working on personalisation but do consumers notice? | The Insight Files | Scoop.it

Elements of personalisation are creeping into online travel sites as demonstrated by a recent study by eDigitalResearch. The eTravel Benchmark looks at the digital travel experience across a number of criteria including first impressions, search, booking process and design and usability. Booking.com came out on top for the fifth time running for its performance across all channels - desktop, mobile and mobile application. According to the survey, personalised digital experiences are a growing trend although most consumers aren't really aware that content is personalised with only 20 per cent recognising these features. Click here to download the full study.

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Food tourism strategies to drive destination spending

Food tourism strategies to drive destination spending | The Insight Files | Scoop.it

Destination marketers face a new imperative to refine and align their culinary experience branding and marketing strategies to connect with today's digital savvy traveller. Even non-traditional tourist destinations must commit to smarter branding and marketing strategy, in order to capture sustained tourism in-flows. This Skift report outlines how stakeholders must work together to hone their content strategies and build local networks to bring out the best of what destinations can offer. The purpose of this report is to help destinations and their tourism partners develop better branding and marketing strategies around food, using Tourism Australia as a case study.

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Australia’s isolation is proving tourism’s greatest selling point

Australia’s isolation is proving tourism’s greatest selling point | The Insight Files | Scoop.it

Australia's image as a safe haven in an increasingly violent world is doing more for tourism than world-class attractions like the Great Barrier Reef. Research undertaken by Tourism Australia has found Australia is ranked one worldwide as a destination associated with safety and security. Safety and security was also rated the most important factor in selecting a destination by 54 per cent of people in key overseas markets, ahead of value for money and natural beauty and will help the tourism industry continue its strong growth. Find out more.

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Cruising boom continues to grow

Cruising boom continues to grow | The Insight Files | Scoop.it

Cruising has enjoyed a surge of 15 per cent in Australians taking an ocean cruise worldwide in 2015 to reach a record 1,058,781 passengers, according to an industry report. Domestic cruising jumped 42 per cent, contributing significantly to the record result. The growth in cruising in Australian waters saw local passenger numbers rise by more than 80,000 to 269,915 - a result which means one in four Australian cruise passengers took a domestic ocean cruise last year. Cruise Lines International Association Australasia's 2015 Australian Cruise Industry Source Market report reveals that Australia once again leads the global cruise industry in terms of market penetration. Find out more.

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Inside Expedia’s Usability Lab - consumer insights

Inside Expedia’s Usability Lab - consumer insights | The Insight Files | Scoop.it

When booking hotel rooms, French travellers want to know if breakfast is included. Asian travellers are concerned about closet size and US travellers tend not to sweat the small stuff. These insights reveal patterns that property managers can use to their advantage - if you know which amenities potential guests care about, you can use that information to highlight the fact that you offer them. Expedia's Usability Lab has been designed to explore consumers' path to purchase - and to see how online design elements facilitate or hinder the process. Find out more.

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Sharing economy to triple by 2020

Sharing economy to triple by 2020 | The Insight Files | Scoop.it

According to Juniper Research, the sharing economy is set to triple in value, to over $20 billion a year by 2020. This revenue growth will be driven by the sectors of transport, goods, services, music and video and space. Among its predictions, Juniper has identified that ride-sharing (largely led by Uber) will be worth $6.5 billion by 2020. Additionally, space rental, including the likes of Airbnb, is tipped to be worth more than ridesharing by 2019. Find out more.

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The future of international luxury travel

The future of international luxury travel | The Insight Files | Scoop.it

Amadeus' Shaping the Future of Luxury Travel report, prepared in conjunction with Tourism Economics, digs into booking data that shows Asia, North America, and the Middle East will see the biggest growth in luxury travel through 2025. Overall, the report projects a 6.2% growth in luxury travel over the next decade, compared to 4.8% for travel in general. While analysis shows the growth of Asia in luxury travel, the report is somewhat sceptical about continued expansion in China itself. Among the report's findings include:

 

  • Business class bookings are flat in Europe.
  • More North Americans are booking first-class.
  • Border and long-haul luxury is on the rise.
  • Luxury travel in South Asia is expected to grow the most.

 

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Visiting family and friends travel top priority

Visiting family and friends travel top priority | The Insight Files | Scoop.it

Family travel is still at the heart of getaways with nearly half (44%) of Australians planning to spend their next holiday visiting family and friends. According to research released by Travelex which tracks how Australian travel has evolved over the years, family and friends top the list for holiday destinations of choice. "With many Australians living abroad from their families, meeting up in real time instead of catching glimpses through a screen can often be more exciting than sightseeing or a luxurious getaway." Find out more.

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Out of the way tourists, Indians are exploring their own cities

Out of the way tourists, Indians are exploring their own cities | The Insight Files | Scoop.it

Indian OTA Cleartrip has found that most customers of its recently-launched activities channel are people looking to do more in their own city. See the infographic above for more detail. Download it here.

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International traveller spending rose to $1.4 trillion in 2015

International traveller spending rose to $1.4 trillion in 2015 | The Insight Files | Scoop.it

International tourism receipts in destinations around the world grew by 3.6 percent year-over-year in 2015 to total $1.4 trillion, in line with the 4.4 per increase in international arrivals (1.2 billion), according to the UNWTO. International spending receipts in the Americas, Asia Pacific and the Middle East all grew by four percent year on year while in Europe they grew by three percent and in Africa by two percent. The US, China, Spain and France continue to be the top destinations in international tourism receipts and arrivals. Spending by Chinese travellers increased 25 percent year on year in 2015 as total outbound travellers increased by 10 percent to 128 million. Find out more.

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UNWTO infographics for the tourism industry

UNWTO infographics for the tourism industry | The Insight Files | Scoop.it

The World Tourism Organisation (UNTWO) has produced a range of infographics for download at the following link. Topics covered include why tourism matters, international tourist arrivals and receipts, and the world's top tourism spenders. Among the key insights include:

 

  • Tourism comprising 10% of GDP, 1 in 11 jobs and 6% of the world's exports (US $1.5 trillion).
  • China, the USA, Germany, the UK and France constiting the top five markets in terms of international tourism expenditure for 2015.
  • In 2015, international tourist arrivals totalled 1184 million while international tourism receipts equated to US $1232 billion.

 

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The Good Country Index - a new way of looking at the world

The Good Country Index - a new way of looking at the world | The Insight Files | Scoop.it

The Good Country Index is pretty simple: a measure of what each country on earth contributes to the common good of humanity. Using a wide range of data from the UN and other international organisations, each country has been given a balance sheet to show at a glance whether it's a net creditor to mankind, a burden on the planet or something in between. The index comprises individual rankings for the following categories, in addition to an aggregate score:

 

  • Science and technology
  • Culture
  • International peace and security
  • World order
  • Planet and climate
  • Prosperity and equality
  • Health and wellbeing

 

Click here to discover rankings on a country basis.

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Airbnb encourages experiences, not just destinations

Airbnb encourages experiences, not just destinations | The Insight Files | Scoop.it

Airbnb has announched a new revamp that offers an alternative to mass produced tourism, encouraging people to travel with experiences in mind rather than detinations. Sydney and Melbourne will be included in a new innvoative matching system designed to understand travellers' preferences and then match them with the homes, neighbourhoods and experiences that meet their needs. In an online poll of US travellers commissioned by Airbnb, it becomes clear how much modern tourism misses the mark when it comes to globe-trotting. Respondents said they feel overwhelmed with the crowds at tourist attractions, with people finding it as stressful as going to the dentist (48%) or doing their taxes (52%). Only one quarter of travellers felt their last holiday exceeded their expectations. Find out more.

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