The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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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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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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Why visual content can damage a travel brand

Why visual content can damage a travel brand | The Insight Files | Scoop.it

Even beyond the debate over distribution, as a hotelier (or any travel brand), marketing your property to consumers is essential. One of the best ways to show off a hotel is to use visual content. While a picture is worth a thousand words, some hoteliers would be surprised to find that the photos they are using may be hurting their travel brand. This may be attributed to one or more of the following reasons:


  • Your photos are too small.
  • There are not enough photos.
  • Your photos are outdated.


Click here for more information.

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Travellers start picking brands based on mobile services

Travellers start picking brands based on mobile services | The Insight Files | Scoop.it

A study has found that one in five travellers would always pick a travel brand over another if it meant they could have a better mobile experience. The analysis, conducted by Apteligent, carried out by way of a global survey of travellers, found around 70% would sometimes select a company if it had superior mobile capabilities. Only 9% never considered the mobile prowess of a brand based on its mobile provision. These data points align with other recently releases studies, in terms of the expectations that many consumers now have, such as that from TripAdvisor which found that over one-third of travellers wanted a hotel to offer mobile check-in. Core to what constitutes a good mobile experience can be found in three elements: load times for content and functionality (86%), simple payment process (71%) and easy navigation (63%). Find out more.

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Measuring content from some of the world's best brands

Tourism Australia 's insight:

Content marketing is one of the highest priorities for today's marketers, with growth rates for content development and distribution skyrocketing. According to the Content Marketing Institute, 70% of marketers are investing more in content marketing, but most aren't satisfied with the effectiveness of their content. It was against this backdrop that Acrolinx launched this research initiative focused on measuring content quality. For this report, the company used its linguistic analysis software to evaluate the content from 340 companies spanning a variety of  industries, evaluating and scoring the content based on its quality and clarity, establishing benchmark targets based on best practices. Creating this index is the organisation's way of casting a light on a very important yet under-appreciated aspect of content marketing: the value of creating engaging, impactful content.

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Under the Influence: Consumer Trust In Advertising

Under the Influence: Consumer Trust In Advertising | The Insight Files | Scoop.it

Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens

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