The Insight Files
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Consumer trends and news curated by Tourism Australia
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TripAdvisor delves into traveller types and booking trends

TripAdvisor delves into traveller types and booking trends | The Insight Files | Scoop.it

TripAdvisor is the latest to put travellers into groups according to behaviour. As part of the company's ongoing TripBarometer, it commissioned Ipsos to identify different traveller profiles. The research came up with six:

 

  • Value seekers are predominantly aged 25 to 34, often travelling with children and like beach holidays.
  • Luxury travellers spend big, are mostly aged 25-49 and like beach holidays and city breaks.
  • Social travellers (25-49) often go away with others. The income for this segment is medium to high and they are influenced by word of mouth and recommendations.
  • Independent travellers like to travel alone and are looking for adventure.
  • Researchers devote a lot of time to researching where to go, where to stay and what to do in a destination.
  • Habitual travellers can be aged anywhere between 35 and 64; they return to the same place again and again and want things easy.

 

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Digital competence is now determining hotel winners and losers

Digital competence is now determining hotel winners and losers | The Insight Files | Scoop.it

For hotel brands, understanding technology and the surrounding ecosystem is not an upgrade, but a requisite. Firstly, the desktop revolutionised travel bookings and now mobile is revolutionising bookings, forcing brands to develop a strategy. A quarter of travellers who use smartphones during the booking process complete the transaction on a mobile device versus 75% who book via other devices. In an economy where digital escalates the culling process and creates a winner-take-all economy, online competence may be the point of variance that enables a hotel brand to outperform peers. Loyalty programs that use digital as connective tissue, robust digital marketing, and new devices that enhance guest stays will likely be the signals of winners in an increasingly digital market. Click here to download the full report.


Via Olivier P. Soares
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Olivier P. Soares's curator insight, December 8, 2014 6:47 AM

"For hotel brands, understanding technology and the surrounding ecosystem is not an upgrade, but a requisite"

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Mobile travel bookings quadruple since 2011

Mobile travel bookings quadruple since 2011 | The Insight Files | Scoop.it

The number of Australian travellers who booked any part of their last holiday via mobile internet last year (511,000 people, or 3.8% of Aussies 14+ who took a trip) was more than four times the number (121,000) who booked by this method in 2011. While it has a long way to go before it comes close to booking online via a computer, the latest findings from Roy Morgan Research suggest that booking part or all of your holiday via mobile phone is only going to become more common. Younger Australians are more inclined to use the method than those aged 50 or older: 7.2% of travellers aged between 18 and 24 and 6.3% of 25-34 year-old travellers booked at least part of their last trip via mobile internet, making them dramatically more likely than the average Aussie holiday-goer to do so. In contrast, just 2.6% of the 50-64 year-old bracket and a paltry 1.3% of the 65+ group booked their last trip via mobile internet.

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The state of mobile booking 2015

The state of mobile booking 2015 | The Insight Files | Scoop.it

How do top executives and mobile gurus in travel view the dramatic shift toward mobile that's under way and what does it mean for lookers, bookers and the bottom line? This Skift Trends Report traces some of the seminal shifts of 2014, from the dramatic rise in mobile bookings to same-day hotel booking trends and marketing trends that impact mobile development. This report features extensive Q&As with the respective mobile leads at Expedia.com and Trip Advisor who talk about topics ranging from app development and mobile payments to push notifications and conversion trends. Click here for more information.

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