The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Speed, agility and openness: the new rules of product innovation

Speed, agility and openness: the new rules of product innovation | The Insight Files | Scoop.it

There's no excuses for marketers who uncover a high potential opportunity only to see a competitor exploit it first, says Nikki Davey on product innovation. The marketplace is rapidly evolving, channel choices are being disrupted and categories continue to fragment, providing consumers with more and more choices and making it harder than ever to compete. We're currently on the eve of the fourth industrial revolution, where digital touch points reign supreme - social media and digital are changing the way consumers learn and the ways they are influenced to try new things and adopt new behaviours. Now brands are expected to innovate faster than ever to keep pace with the rapidly evolving marketplace. This article outlines a few strategies on how to do so.

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Why travellers are returning to travel agents

Why travellers are returning to travel agents | The Insight Files | Scoop.it

A flood of data has travellers — especially Millennials — seeking out real people to help them find their way. People today want hand-picked ideas for their particular tastes and interests. So they are returning to travel agents, relying on their expertise to do the research, the comparing, the vetting, the suggesting of the right place, the right time, the right price and so forth. The travel and hospitality marketing firm MMGY found that in 2015, 18% of travellers worked with a travel agent, a 50% jump on the previous year. Based on a survey of 14,000 households, the American Society of Travel Agents reports that it is currently seeing the highest numbers in three years for consumers booking through travel agents. Find out more.

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Where did Australia place on Asia-Pacific’s most connected airport?

Where did Australia place on Asia-Pacific’s most connected airport? | The Insight Files | Scoop.it

Indonesia's capital, Jakarta International Airport has been voted as the Asia Pacific's most connected airport, following the release of the OAG Megahub Index. The airport was joined in the top 50 list by 16 other contenders from the Asia-Pacific region. The top ten Asia Megahub airports were:

 

  1. CGK, Indonesia.
  2. HND, Japan.
  3. SYD, Australia.
  4. DEL, India.
  5. SIN, Singapore.
  6. BOM, India.
  7. HKG, Hong Kong.
  8. MEL, Australia.
  9. KUL, Malaysia.
  10. PEK, China. 
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Travel makes us as happy as getting married

Travel makes us as happy as getting married | The Insight Files | Scoop.it

According to a global study commissioned by Booking.com, more people look to holidays when they're in need of a happiness boost than anything else. Polling 17,000 people from 17 countries, the study found that 70 per cent of respondents were happier travelling than obtaining material things, 50 per cent were happier hitting the road than landing a new job, 49 per cent derived more happiness from holidays than their own weddings and 45 per cent were happier travelling than getting engaged. Three in ten respondents even said travelling made them happier than having a baby. The study also revealed the emotional life hit at each stage during the travel process, from planning through to being away. 

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Where we'll be travelling to in 2017

Where we'll be travelling to in 2017 | The Insight Files | Scoop.it

Australians are heading to Cuba and Iceland, looking for adventure in Antarctica and South Africa and honeymooning in the Maldives. Revealed in the 2017 Virtuoso Luxe Report Australia, these are the luxury trends being seen by the network’s Australian based advisors for the coming year. The annual report, which for the first time included a breakdown from the Australian market, is the leading predictor for luxury and experiential travel globally. For the first time, the report also looks at destinations which are rapidly changing or at risk of disappearing in the coming decade. Find out more.

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State of the travel tech nation - in the year 2040

State of the travel tech nation - in the year 2040 | The Insight Files | Scoop.it

We live in a fascinating - if uncertain - period for travel tech, as intermediaries, suppliers and, indeed, consumers evolve at an unstoppable rate. As the number of people travelling is expected to double in the next 25 years, the role and function of travel technology will be influenced whether those that use it like it or not. This article highlights other elements which are likely to change, including:

 

  • Customers will split into two - those who value low-cost holidays above all else and those who require bespoke, tailor-made experiences.
  • There will be a decline in dynamic packaging - OTAs and dynamic packaging tour operators will need to add considerable value to what they off if they are going to survive.
  • The demise of the GDS - many airlines and suppliers are now offering direct access to their stock via an API.
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The best days and times to post on five major social networks

The best days and times to post on five major social networks | The Insight Files | Scoop.it

The most effective days and times for brands to post on social media vary significantly by network, according to recent data from TrackMaven. Its report was based on an analysis of 17.5 million social media posts made by 17,737 brands on Twitter, Facebook, LinkedIn, Instagram and Pinterest. Brand posts made to Instagram garner the most engagement at 7pm EST on average, and on Fridays. In contrast, brand LinkedIn posts perform best at 9am EST and on Wesdnesdays; while brands' Twitter and Facebook posts both garner the most engagement on Thursdays. The best days and times to post to social media also varies significantly by industry. Find out more.

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Soriya Jamet's curator insight, January 4, 8:05 AM
Quand poster sur les réseaux sociaux pour toucher un maximum de public? Quelques réponses dans cet article en anglais.
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The world's best airlines for 2017 are...

The world's best airlines for 2017 are... | The Insight Files | Scoop.it

Airlineratings.com has announced its top ten airlines for 2017, with Air New Zealand taking out the top gong for the fourth consecutive year, followed by Qantas and Singapore Airlines. In order to be named in the top ten, airlines must have a seven-star safety and product rating and demonstrate leadership in innovation for passenger comfort. The annual ranking is fantastic news for Australian airlines, with both Qantas and Virgin Australia moving up two spots compared to last year; Qantas from 4th to 2nd and Virgin Australia from 7th to 5th. 

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How brands can tap into Australian and New Zealander emotions

How brands can tap into Australian and New Zealander emotions | The Insight Files | Scoop.it

Facebook and TNS Australia have researched Facebook and Instagram users to investigate the emotional drivers of behaviours. Turns out, there are six different types of consumer identities which creatives can use to really establish a connection. These include:

 

  1. Daring connectors (12% of Facebook users) - desire bold one-liners, non-conformist ideas and provocative content. 
  2. Assertive connectors (10%) - want confident and assertive content, thought-leadership and a strong point of view.
  3. Clever connectors (12%) - content should be succinct and minimalist, including discerning information and thought-provoking ideas.
  4. Security-seeking connectors (12%) - desire supportive and emotive content, encompassing feel-good stories and inspirational quotes.
  5. Friendly connectors (26%) - content should be straight-forward and social-focused, sharing stories and events.
  6. Playful connectors (27%) - want playful and cheeky content featuring new trends and up-to-date information. 

 

Find out more.

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Eight travel predictions for 2017

Eight travel predictions for 2017 | The Insight Files | Scoop.it

Inspired by a wealth of data, traveller endorsements, reviews, preferences and insights as well as industry leading understanding and innovation in technology, the experts at Booking.com have shed light on major travel predictions for 2017. Among the trends of what holiday makers and business travellers can expect to experience in the year ahead:

 

  • Technology is fuelling a more demanding and impatient traveller, with 44% of travellers already expecting to be able to plan their holiday in a few simple taps of their smartphone and over half expecting their use of travel apps to increase in 2017. 
  • The bleisure boom is well and truly underway, with 2017 set to see a further upswing in the blurring lines between leisure and business travel, in addition to the value attached to workplace travel opportunities. Of the 40% of global travellers who journeyed for business this year, 46% think they will travel even more for business in 2017.
  • 45% of travellers plan to be more adventurous in their choice of destination in the coming year, while 47% would like to explore corners of the globe that none of their friends have been to. 56% of travellers would like to do more independent travel in 2017. 
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Can Australia rise as the global leader in wellness tourism?

Can Australia rise as the global leader in wellness tourism? | The Insight Files | Scoop.it

Recent Global Wellness Institute (GWI) statistics reveal that Australia leads the charge amongst nations for percentage increase in wellness related trips with over 85% growth. As the niche sector of wellness tourism grows, it is becoming a trend for industry leaders to incorporate wellness components to their market, not just for the primary wellness traveller but also for the secondary wellness tourists or those who seek wellness experiences on top of their main purpose for travel. While the USA is at the forefront of this trend, other nations are catching up with countries like China performing strongly in the top 20 wellness tourism market ranked by revenue and Brazil entering the record for the first time, unseating Portugal. Find out more.

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Top travel trends from 2016's WTM

Top travel trends from 2016's WTM | The Insight Files | Scoop.it

This KarryOn article highlights the top trends and insights gathered at the world's largest travel show - World Travel Mart in London. Among these include:

 

  • Travellers choosing a holiday destination based on the environment and sustainability.
  • By 2018, mobile will be the number one method for travel bookings given internet usage is already nearing 75%.
  • Physital is the new buzzword for agents. Wholesalers are likely to provide agents with branded virtual reality headsets to assist them in selling their product. 
  • Within 5 years, Facebook will be 100% video content. Unless your business is producing immersive video or 360-degree video, you will be left behind. 
  • Not far behind are Chatbots, using artificial intelligence and machine learning to interact via an app with potential customers in a human like way without any direct human involvement. 
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Chinese airlines chasing Australian tourists

Chinese airlines chasing Australian tourists | The Insight Files | Scoop.it

Chinese airlines and tourism officials are trying to lure more Australian tourists to China as two-way travel ramps up between both countries. China's national tourist office and six major Chinese airlines have joined forces with Tourism Australia to promote the two countries as part of the China-Australia Year of Tourism in 2017. While Australians rank 13th among international visitors to China, with more than 720,000 Australians visiting mainland China each year; more than one million Chinese visited Australia from July 2015 to June 2016 - up 23% from a year earlier. China is Australia's most valuable tourism market, expected to be worth more than $13 billion by 2020. Next year is set to be a record year for Chinese tourists coming to Australia, both in terms of visitor numbers and total spend. Find out more.

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Trending destinations for Australian travellers in 2017

Trending destinations for Australian travellers in 2017 | The Insight Files | Scoop.it

The data experts at Booking.com have analysed destinations based on growth in search to find the most aspirational places to visit in 2017. When analysed against wider trends, the patterns of growth highlight some interesting options. Among the trending domestic destinations for 2017 include Hayman Island, Hahndorf, Fraser Island, Mount Hotham and Cooma. Meanwhile, Seattle, Colombo, Banff, Vancouver and Portland made the cut in terms of trending global destinations. Find out more.

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Tourism Australia's 2016 Consumer Demand Fact Sheets

Tourism Australia's 2016 Consumer Demand Fact Sheets | The Insight Files | Scoop.it

In November 2012, Tourism Australia released the first tranche of a major international tourism research project into how global consumers view Australia, and what most motivates them to visit our country. Over the last five years, Tourism Australia has spoken to over 90,000 international long-haul travellers via online consumer research panels. In 2016, the following markets were integrated into the program: Brazil, Canada, France, Hong Kong, Italy and Taiwan. Insights from the Consumer Demand Project have been used extensively to inform the tourism industry of potential opportunities to build the value of Australian tourism.

The fact sheets have been updated with the latest consumer insights data from 2016 for Australia’s key tourism markets. Click here to download.

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Asian outbound travel boom to continue in 2017

Asian outbound travel boom to continue in 2017 | The Insight Files | Scoop.it

Asians travelled more than ever in 2016, with a surge in trips to destinations within the region and including many more beach holidays. After a double-digit rise in international trips in 2016, the outlook remains strong for 2017. These were some of the results of the 24th World Travel Monitor Forum in Pisa, Italy. These trends are also reflected in figures from the World Tourism Organisation, which show strong growth for many destinations in Asia and the Pacific. The region is leading worldwide inbound growth, with international tourist arrivals up 9% through September. IPK predicts a 6% rise in Asian outbound trips in 2017 based on its Asian Travel Confidence Index which measures travel intentions for the next year. 

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The social media posts working wonders for Australian tourism

The social media posts working wonders for Australian tourism | The Insight Files | Scoop.it

The social media posts from the Australian Reptile Park and Symbio Wildlife Park were judged by Tourism Australia and Qantas to be the best promotion for Australia in the past year. Judges looked for posts that best promoted Australia as a 'memorable and desirable destination' with entries ranging from a bare-chested Chris Hemsworth at Qualia on Hamilton Island to the Australian War Memorial's Roll of Honour in Canberra. Tourism Australia Chief Marketing Officer Lisa Ronson said the outstanding quality of entries demonstrated how enthusiastically and effectively Australia was embracing social media as a tourism marketing tool. Find out more.

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Aussie summer getaways to boom with January surge

Aussie summer getaways to boom with January surge | The Insight Files | Scoop.it

Nearly 70 per cent of Australians will be taking a break over the summer months with three in ten people (30%) packing their bags in January for a much deserved holiday, according to a national poll commissioned by TTF. The survey of 800 Australians by pollster Nielsen reveals that early January is one of the most popular times for Australians to set out on a summer holiday following the conclusions of the busy Christmas and New Year's celebrations, with 17% planning to load up the family car or board a flight or cruise ship. The mid-January period will also be action-packed with a further 13% of people planning to get away from it all, while 5% are waiting for Australia Day to come and go and schools to be back in session before taking their holiday.

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U.S. adults' interests in studying abroad and gap years

U.S. adults' interests in studying abroad and gap years | The Insight Files | Scoop.it

Getting more college students to travel is no doubt included in many travel brands' millennial marketing strategies and that's for good reason - global student travel is worth more than $200 billion. A study from hostel booking site Hostelworld show there's interest in taking extended time off - some 50% of respondents who were under the age of 30 said they hadn't taken a gap year but would consider doing so at some point before or after college. Hostelworld's study, which was fielded to 1000 US adults aged 18 and older online in September 2016, found nearly 26% of respondents have taken a gap year while about 74% said they haven't. Respondents included both college students, unemployed adults and full-time and part-time employed adults. 

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Virtual Reality is the next frontier - don't leave your consumers behind

Virtual Reality is the next frontier - don't leave your consumers behind | The Insight Files | Scoop.it

Virtual reality is being heralded as the next frontier in advertising, marketing and storytelling. Global search interest in VR grew nearly 4 times over the last year alone, according to Google data. However, there are still many consumers who are yet to try the technology. This article outlines for ways to ease consumers into VR experiences, along with recommendations for marketers looking to do the same:

 

  1. Experience with multiple entry points.
  2. Guide people through the experience.
  3. Crate simple mobile experiences.
  4. Don't forget about desktop.

 

The best campaigns invite people in with simple, compelling and engaging experiences that are easy to access and enjoy on multiple platforms.

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Qantas immerses travellers in Australian destinations with new virtual reality app 

Qantas immerses travellers in Australian destinations with new virtual reality app  | The Insight Files | Scoop.it

Qantas has launched a new virtual reality app, Qantas VR, giving customers an interactive way to discover and explore destinations before physically travelling there. Travellers who are curious about travelling to Australia can now experience a series of immersive 360 degree videos shot at places like Uluru, Hamilton Island and Sydney Harbour. A unique 'book now' button takes the user straight to the appropriate flight booking details page as the primary call to action. The application is designed to work for all smartphone users with a built-in VR mode for switching between 2D and a 3D mode for VR headsets. 

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Nefetrip's curator insight, December 31, 2016 11:56 PM
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Travellers who take selfies remember their trips better

Travellers who take selfies remember their trips better | The Insight Files | Scoop.it

Researchers who surveyed more than 700 travellers from 6 countries find that travellers who snapped photos and selfies on holiday recall their trips better. In fact, they are 40% more likely to remember their holidays well than those who don't. The study also finds that Instagram users were 24% more likely than Facebook users to have clear memories of how they felt during their holidays. The cost of a holiday did not have any effect on its memorability, regardless of whether travellers spent $100 or $5,000. Travellers from the USA, UK, France, Germany, Spain and Italy were surveyed before, during and after their holidays. Find out more.

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Fascinating map reveals tourism slogans from around the world

Fascinating map reveals tourism slogans from around the world | The Insight Files | Scoop.it

A new map reveals how countries around the world sell themselves - from ‘Visit Armenia, it is beautiful', and 'Yes, it's Jordan', to more gimmicky catchphrases like 'Ukraine – It’s all about U'. Tourism boards spend millions brainstorming the perfect slogan, with suitably differing results. As seen in this map, it's interesting to learn how various countries around the world sell themselves, with several war-torn countries retaining their inviting catchphrases despite currently being off-limits to tourists. There were 38 countries where tourism slogans could not be found, including North Korea, and surprisingly, Sweden. Popular tactics for tourism slogans include wordplay - ''Morocco, Much Mor", alliteration - "Epic Estonia", and geography - Portugal's "Europe's West Coast." Find out more.

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International Market Update - December 2016

International Market Update - December 2016 | The Insight Files | Scoop.it

Tourism Australia's International Market Update provides analysis and insights to industry on the current state of international tourism for Australia. The latest report contains Australian Bureau of Statistics data and the latest International Visitor Survey data up to September 2016, in addition to various other secondary sources which are referenced throughout. According to the latest update, 15 of Australia's top 20 inbound markets are at record levels. Click here to download the profile.

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The impact of emerging markets on corporate travel 

The impact of emerging markets on corporate travel  | The Insight Files | Scoop.it

There are a few emerging markets around the world already impacting on business travel, and there are big expectations on the role they'll play within the industry in 2017. In order to seize the opportunity to tap into these emerging markets, this article lists tips and advice on how travel managers can arm their employees and customers with the necessary tools to succeed. Among the predictions:

 

  • Reports forecast that India will reach $36.1 billion in business travel spending in 2017, becoming a top 5 market in corporate travel spending in the next 15 years.
  • China's business travel spending is expected to increase by 61% over the next 5 years. In 2015, China surpassed the USA as the biggest business travel market in the world. 
  • According to Asialink Business, Australian businesses in consumer markets such as design and product development, retail and online marketing and consumer finance have plentiful opportunity in Indonesia's emerging international marketplace. 
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