The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The rise of experiential travel

The rise of experiential travel | The Insight Files | Scoop.it

The marketing of products as authentic and experiential has become incredibly pervasive. So how are tour operators, who actually design and sell the holidays that take travellers to distant destinations and communities, capitalising on this trend? Instead of highly controlled and densely packed itineraries, tour operators are giving holidaymakers and tour guides time to breathe on the ground, creating the space for impromptu activities to take place. Travellers are increasingly looking for a personalised holiday which allows for the ability to make choices and balance options with support and export assistance. The UNWTO projects that tourism in emerging economies will grow to 57% of the global market by 2030, an increase form 47% in 2010.  According to this Skift article, top emerging destinations include Iran, Burma and various countries in South America.

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How to tell an authentic, effective travel brand story

How to tell an authentic, effective travel brand story | The Insight Files | Scoop.it

Thirty seconds or less - the average length of time that consumers spend reading or listening to online marketing communications. This article collates a list of tips on how to hone your brand's storytelling techniques to rise above the background noise. These include:


  1. Leveraging cross channel integration - getting your message across all channels.
  2. Social content should be channel specific - each channel allows a different segment of visitors to experience the destination in a different way.
  3. Professional photography isn't dead but user-generated content has a place.
  4. Copy is another way to be compelling via a variety of mediums.
  5. Be authentic: operate from the heart. Being authentic is about using gut instinct to respond in a human way.
  6. Colour adds charisma: TripAdvisor is associated with green, Virgin with red and Facebook with blue.
  7. Video: a great conversion tool that doesn't have to break the bank.


Find out more.

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