The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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65% Of Aussie business leaders not ready to adopt mobile, AI or VR

65% Of Aussie business leaders not ready to adopt mobile, AI or VR | The Insight Files | Scoop.it

According to survey findings by Squiz, the vast majority of business leaders are not ready to adopt mobile, AI or VR technologies. 65% of Australian business leaders are not prepared or have no plans to address either Artificial Intelligence (AI) or VR (Virtual Reality) technology, according to a recent survey of Australian business leaders. Of the 93% who do not currently use either technology, 27% plan to adopt AI and 28% plan to adopt VR within the next 12 months. When asked to identify the perceived advantages of the emerging technologies, Australian business leaders claimed that AI would help reduce human error and automate tasks. For VR, the advantages included improving customer experiences and assisting with marketing and events. Find out more.

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Asian visitors fuel $38.8 billion tourism boom in Australia

Asian visitors fuel $38.8 billion tourism boom in Australia | The Insight Files | Scoop.it

Jut three Asian countries account for almost a third of all tourist expenditure in Australia, led by cashed up Chinese visitors. The latest IVS compiled by TRA has revealed China, Korea and Japan are now worth a combined $12.3 billion to the Australian economy. In total, visitors to Australia spent a record $38.8 billion in the year to September, up $4 billion or 11.5% in the space of one year. Although China is the clear market leader contributing in excess of $9 billion, visitors from Korea and Japan each spent $1.6 billion in the year to September. Find out more.

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International Tourism Snapshot: September 2016

International Tourism Snapshot: September 2016 | The Insight Files | Scoop.it

Tourism Australia has collated its International Tourism Snapshot, for the year ending September 2016. International arrivals and spending are both at record levels. Australia welcomed 8.1 million international visitors as at year ending September 2016. These visitors injected $38.8 billion into the Australian economy. Total international aviation capacity to Australia grew by 9%. Click here to download the snapshot.

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Australia’s best kept beach secret is out

Australia’s best kept beach secret is out | The Insight Files | Scoop.it

An unknown beach has taken out the top spot in a new list that ranks the cream of the country’s spectacular coastline. The top-ranked spot on Brad Farmer's list of Australia's 101 Best Beaches for 2017 is a four-and-a-half hour flight from Perth in the Indian Ocean. The founder of Ocean Care Day and the Surfriders Foundation, Mr. Farmer spent five months researching Australia's 11,761 beaches to compile his list with the help of Sydney University coastal studies expert Professor Andrew Short. He said the key criteria for making the list was the location had to possess "authentic and compelling attributes" along with a beach one would recommend to a friend." Find out more.

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Understanding Instagram and Snapchat user demographics

Understanding Instagram and Snapchat user demographics | The Insight Files | Scoop.it

In this report, Skift examines the new breed of social networks build upon heavy content. Instagram and Snapchat have amassed just short of 500 million daily users combined, with a clear demographic preference - Millennials and Gen Z. Instagram has 500 million monthly users, versus 313 million for Twitter and 1.7 billion for Facebook according to each company's numbers. The demographics of these two networks are different from the others, and their users have different expectations for how they communicate with each other and with brands. Find out more.

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Skift Global Forum 2016 recap – future trends to watch

Skift Global Forum 2016 recap – future trends to watch | The Insight Files | Scoop.it

In September 2016, the Skift Global Forum took place in the Lincoln Centre in New York City. Underpinning all sessions was technology - undeniably the future path of the travel industry, which is turning ever more mobile-centric, moving to voice recognition and unstructured search queries. Artificial Intelligence will shape the future of the industry as chatbots and virtual assistants like Siri will increasingly become part of our daily lives as we move to a 24/7 connected world. With the ever-increasing ability to harness data from disparate sources to understand consumer behaviour and improve targeting, the travel industry is facing a future of personalisation through automation. Find out more.

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Chinese travel set to reach record highs in 2016 despite a slower economy

Chinese travel set to reach record highs in 2016 despite a slower economy | The Insight Files | Scoop.it

Claims that a weaker Chinese economy has negatively impacted travel demand in China have jockeyed with financial headlines across Asia this year. But it always helps to check the numbers - the latest data shows that not only is the Chinese travel industry alive and well, it's also having its best year ever and 2017 is on track to be even better. Some 589 million Chinese travellers took domestic and international trips during this year's Golden Week in China, according to data from Ctrip. That's a 12% year-on-year increase in the number of Chinese travellers that travelled around China or abroad compared with last year's Golden Week and a 24% increase from the 2014 holiday. Find out more.

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The changing face of adventure travel

The changing face of adventure travel | The Insight Files | Scoop.it

Adventure travel was once the domain of adrenaline junkies and hardened explorers, but no longer. Now everyone is doing it – seniors, couples and even families. The simple flop and drop reigned supreme for decades, but now, it is no longer enough. People want culture shocks, unusual experiences and the thrills of discovery. They want to get under the skin of a destination in order to truly experience it. This article outlines a few of the trends which are set to characterise the adventure travel sector:

 

  • No longer roughing it.
  • Working sustainably.
  • Thinking outside the box.
  • Venturing further ahead.
  • More and more players.

 

 

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ACLeDiot's curator insight, November 29, 9:09 AM

Now everyone is doing it – seniors, couples and even families. People want culture shocks, unusual experiences and the thrills of discovery. It can also be less rough, sustainable, makes travelers think outside of the box, and allows to venture further ahead.

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International visitors help Australia hit the mark

International visitors help Australia hit the mark | The Insight Files | Scoop.it

TRA has reported that tourism now directly contributes $47.5 billion to Australia's GDP, employs 580,800 of Australians and accounts for 9.6% of Australia's exports. Figures released last week showed more than eight million international visitors for the first time ever visited Australia - an increase of 11% over the previous year. This milestone was achieved just 18 months after visitor numbers exceeded seven million annually. This is substantially faster than the ascent from six to seven million visitors, which took place almost two and a half years ago. Much of the changing demographic of international visitors to Australia can be attributed to emerging countries in Asia, such as China; in contrast to previous decades where the majority of tourist arrivals came from the USA, the UK, NZ, Japan, Canada and Europe. 

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How consumers use their devices

How consumers use their devices | The Insight Files | Scoop.it

In a mobile-first world, people expect answers at their fingertips. They turn to the nearest device to make a decision, learn something new or get accomplished. In a mobile world, it's critical to understand your customer's context. Here, Google has collated new mobile trends and insights into what people are doing across screens.

 

  • In a given day, 80% of consumers use a smartphone, with 57% using more than one type of device.
  • Only 27% just use a smartphone; and only 14% just use a computer.
  • Nearly 40% of people search only on a smartphone in an average day as they look to meet immediate needs.
  • As a result of this shift, more Google searches are happening on smartphones than computers.

 

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1 in 3 consumers say brand advertising influences their purchases

1 in 3 consumers say brand advertising influences their purchases | The Insight Files | Scoop.it

Some 35% of North American consumers say that ads from brands influence them to make purchases, according to a CMO Council study sponsored by Bazaarvoice. Once again, word-of-mouth outranks advertising as a purchase influencer, though, in keeping with MarketingCharts' own research into purchase influencers. MarketingCharts' study indicates that word-of-mouth outranks all paid media in stated purchase influence. In contrast to the CMO Council survey, however, MarketingCharts research indicates that TV advertising and social media ads are two of the most influential advertising media. Find out more.

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How virtual reality holidays are moving to compete with the real thing

How virtual reality holidays are moving to compete with the real thing | The Insight Files | Scoop.it

A growing list of airlines and holiday spots are courting visitors with virtual experiences that offer options that nearly rival the real thing. If nothing else, VR can be a time-saver for travellers, as they can know what to expect and can allocate time to those activities they would like to visit at the destination. The technology's rising popularity is swelling the ranks of destinations telling their story with virtual reality apps growing. "For now, VR is the closest a traveller can get to the idea of physically being at a destination, but it can't replace the act of travel, it can only enhance it," CEO and Creative Director of Start VR. Find out more.

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Understanding passenger expectations and requirements of regional airports

Understanding passenger expectations and requirements of regional airports | The Insight Files | Scoop.it

Tourism Research Australia (TRA) and Tourism Western Australia contracted Metrix Consulting to research the expectations and requirements or regional airport users in Sydney and Melbourne, and the likelihood of those airport users visiting the South West region in Western Australia. The findings will provide key Government stakeholders and industry with guidance on how to adapt to the needs and wants of potential customers. This will ensure conditions are optimal for the commencement of direct flights from Australia's east coast to the South West region of WA. Findings from this research will also be applicable to other regional airports in Australia. Find out more.

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Mumbrella: how to fight survey fatigue

Mumbrella: how to fight survey fatigue | The Insight Files | Scoop.it

A study conducted by the Pew Research Centre found the response rate of a typical telephone survey has dropped from 36% in 1997 to just 9% in 2012 and was continuing to drop. Other anecdotal evidence has the response rate for market research surveys in general dropping from 20% to just 2% in the past 20 years. Effective management of customer experience requires an innovative approach to overcome this survey fatigue, avoid frustration and ensure the integrity of the data collected. With relevant samples, careful survey design and appropriate incentives, we can offer respondents a more tailored and attractive experience. Find out more.

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Travel app usage is soaring, but consumers are restless

Travel app usage is soaring, but consumers are restless | The Insight Files | Scoop.it

A new study and white paper from Neumob provides detailed and proprietary consumer research that shows how travel app users respond to poor app performance. According to the report, 90% of the minutes spent on a smartphone are within apps, as opposed to surfing on mobile browsers. Among the top ten travel apps for the USA, UK and Australia includes TripAdvisor, Uber, Airbnb and Trivago. 82% of the survey's UK and US respondents had in fact booked an airline ticket, train ticket or hotel using a mobile app over the last 12 months. What's more, 84% of respondents expected a travel app to load on their smartphone in 3 seconds or less, with 51% expecting 2 seconds or less. Find out more.

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Panos Fotiadis's curator insight, Today, 3:11 AM
The usual suspect
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Passengers want more technology and control along their journey

Passengers want more technology and control along their journey | The Insight Files | Scoop.it

Many airline passengers want to use technology to ensure they have more control over their journey, International Air Transport Association (IATA), the global airline industry group, reported in a recent traveller survey. The data mirrors the trend elsewhere, with passengers under age 45 generally preferring technological solutions over a human touch. IATA, which interviewed 7,000 travellers from 140 countries for its annual survey, found travellers younger than 24 value on-board Wi-Fi more than any other factor, while travellers between 25 and 44 are most interested in receiving timely e-notifications from airlines on flight and baggage status. Travellers older than 45 said they valued service from aircraft crews more than anything. Find out more.

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Why Australia has Korea starstruck

Why Australia has Korea starstruck | The Insight Files | Scoop.it

Tourism leaders are pinning their hopes on Korea's obsession with celebrity to deliver another year of record growth in visitor numbers to Australia in 2017. So far in 2016, visitors from Korea are up 28% on the same time last year after 276,000 citizens made the trek Down Under and spent $1.5 billion. The figure makes Korea Australia's most rapidly growing source of visitors, outstripping even China on 21%. After hosting the TV series Running Man in Australia and more recently K-pop sensation 2PM, Tourism Australia is confident of keeping the gains on a steep incline. Find out more.

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TripAdvisor's most beloved landmarks

TripAdvisor's most beloved landmarks | The Insight Files | Scoop.it

According to TripAdvisor's followers, Australia's most beloved landmark is the Australian War Memorial in Canberra, per a Yahoo7 report. The second spot was awarded to last year's winner, the Sydney Opera House, while the Sydney Harbour Bridge was voted as third favourite and Melbourne's Shrine of Remembrance came in fourth. Internationally, Machu Picchu was recognised as the world's top spot, followed by Sheikh Zayed Mosque in Abu Dhabi and Angkor Wat in Siem Reap, Cambodia. Find out more.

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Lonely Planet's best cities in the world for quality of life

Lonely Planet's best cities in the world for quality of life | The Insight Files | Scoop.it

London has topped the poll of 30 global cities in a PwC study of the best cities in the world for quality of life based on 40 different metrics. The study examined what 5,200 people from 16 countries thought about 30 global cities. The factors examined included well-developed infrastructure, innovation, leadership, influence in terms of economics/politics/culture, happiness, affordability, traffic congestion, strong public transport, entertainment and cultural attractions, income equality, safety, access to public education and public health, and great food. The top ten cities for quality of life were:

 

  1. London
  2. Paris
  3. New York
  4. Amsterdam
  5. Sydney
  6. Berlin
  7. Tokyo
  8. Toronto
  9. Stockholm
  10. Los Angeles
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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images. However, a beach sunset photo can look strikingly similar across many tropical locations and may not be enough to encourage someone to choose one destination over another - differentiation is key. Visually appealing images and other content must also tell a story about the destination to stand out from the competition and attract potential visitors. This Skift article outlines a few ways that destination marketing organisations can share their story:

 

  • Identify the iconic.
  • Consider point of view.
  • Add interactivity.

 

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Young Aussies aren’t such adventurous travellers after all

Young Aussies aren’t such adventurous travellers after all | The Insight Files | Scoop.it

The emmaTM Travel Trends & Insights Report has revealed that although nearly eight in ten (77%) Gen Y-ers say they prefer the exotic, most who have recently travelled or are about to do so, are choosing destinations with similar cultures and languages to their own. In fact, with the UK/Ireland, USA and New Zealand the top picks among millennials, and Japan and Thailand not far behind, their destination choices mirror those of baby boomers. Analysing Australian attitudes towards travelling, the report also found that while both generations said they preferred out of the way places, both preferred to travel in comfort. Find out more.

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What brands can learn from ads aimed at women

What brands can learn from ads aimed at women | The Insight Files | Scoop.it

Smart brands are waking up to the rise of women power, but it's not happening fast enough. Recognition of the value of diversity and the rise of women's spending power have meant that women have become the core decision makers in b-to-c transactions. However, despite making nine out of ten purchase decisions, women are still misunderstood and mis-sold to by many brands. Taking women seriously can create huge opportunities for brands, but 91% of women still feel misunderstood by marketers. New analysis drawn from neuroscience-based testing shows that overall, women have higher levels of engagement with advertising than men. The findings also revealed that women pay more attention to ads overall, and specifically to scenes with people and relationships in them. Find out more.

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Online video trends to inform your 2017 media plan

Online video trends to inform your 2017 media plan | The Insight Files | Scoop.it

Consumers are spending more time on more devices with more focus and passion for online video than ever. Here's the latest data from Google on YouTube's role in this landscape:

 

  • On mobile alone, in an average week, YouTube reaches more 18-year-olds during prime-time TV hours than any cable TV network.
  • For their favourite content, one screen isn't enough with 85% of adults aged 18-49 using multiple devices at the same time. In fact, two-thirds of YouTube users watch YouTube on a second screen while watching TV at home.
  • Half of 18- to 34-year-old YouTube subscribers would drop what they're doing to watch a new video by their favourite creator.
  • Advertisers on prime-time broadcast TV could have reached 56% more 18-49-year-olds by also advertising on YouTube.
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Insights into modern theme park strategies

Insights into modern theme park strategies | The Insight Files | Scoop.it

In this article, Skift has collated some of the key trends impacting upon the theme park industry, providing an insight into the strategies and marketing activities of modern day theme parks.

 

  1. Ticket prices are reaching a threshold - the price of tickets has gone up dramatically in recent years, with many families being unable to afford to visit on a regular basis. Theme parks may lean towards airline or hotel style pricing to maximise revenue.
  2. China is the big growth market in global tourism, including theme parks - China is still a new market for many travel brands and Shanghai Disney is in some ways blazing the trail. There's a lot of optimism about China, but it's more difficult than just landing there.
  3. Intellectual property is crucial, but only if it's strong - Experiences based on Harry Potter, for example, have been very successful for Universal, while SeaWorld  struggles with the fact that their IP, chiefly Shamu, is surrounded by negative publicity.
  4. The potential of virtual reality is questionable - Many travel brands are anxious to jump on the VR bandwagon, and theme parks recognise it as an inexpensive way to revitalise an existing ride.
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Less than half of activity suppliers distribute through online travel agencies

Less than half of activity suppliers distribute through online travel agencies | The Insight Files | Scoop.it

Trekksoft claims a survey it carried out this year revealed only four out of ten activity suppliers will use online travel agencies for sales. The study found a variety of reasons why OTAs fail to capture the attention of operators, with awareness of the model coming out on top as the main excuse. Trekksoft's survey solicited responses from a number of business types within the tours and activities sector, including outdoor excursions, multi-day trips, bike and walking tours, boats and cruises, coach tours and helicopter/balloon rides. It found that just over half (53%) of bookings are coming through online channels, but bookings on an operator's own website is deemed to be the most important to a business (39%). Find out more.

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