The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Facebook's head of travel reveals how brands are winning on the platform

Facebook's head of travel reveals how brands are winning on the platform | The Insight Files | Scoop.it

The travel industry has been at the centre of Facebook's advertising growth during the past year and despite market concerns over Facebook's statements that the uptick in its advertising revenue will decelerate in the future, Facebook expects its investment in travel to keep trending up in 2017. Facebook has had a pivotal year in the travel industry - from its new ad products and video platforms to the company's continued foray into virtual reality. This Skift interview with Facebook's Head of Travel, Christine Warner, discusses Facebook's role in travel inspiration and planning, why it's important to get the 'brilliant basics' right when it comes to mobile and what the company has learned from its new products, in addition to where those are headed in 2017. Click here to read the interview.

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Olly Wheatcroft's curator insight, December 16, 2016 8:45 AM

Interesting article highlighting the demand for social advertising from the travel industry. 

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Time for airlines to rethink their social media marketing

Time for airlines to rethink their social media marketing | The Insight Files | Scoop.it

Marketers have long extolled the benefits of social media marketing. However, being on social networking sites is not the same as having a coherent social media marketing strategy. A typical way to illustrate this divide is by comparing Ryanair, that uses a mass marketing approach, with Southwest Airlines, which has adapted a social marketing strategy. Ryanair perceives its product as an absolute commodity, where price is the only factor that determines the purchase. Southwest Airlines, on the other hand, places a considerable emphasis on offering value for money while also highlighting its internal culture and giving back to the community. The airline strives to keep prices low while also offering excellent customer service. As a result, Southwest customers are more likely to build a long-term preference for the airline and develop an emotional attachment to the brand. On the other hand, Ryanair customers are only loyal to the lowest available price. Click here to learn more.

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Eve-Line Boulle's curator insight, April 24, 2015 9:08 AM

"Marketers have been banging the drum about social marketing and its benefits in recent years. However, now it seems that as the potential for organic reach fades, brands will be forced to invest in targeting their audiences on “social media.”

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Travellers say that brands don't know them like they should

Travellers say that brands don't know them like they should | The Insight Files | Scoop.it

More than 50% of business and leisure travellers don't want to share personal information with travel brands or have companies track their locations - yet some of these travellers also expect offers that are location-based and tailored to their interests and needs. Many travellers still feel that they're giving up their personal information rather than sharing it with brands because they don't see any valuable returns, evident in a marketing report from Boxever, a travel marketing company. The company surveyed more than 500 U.S. business and leisure travellers aged 18 and older, with 74% of respondents aged 35 and older. Leisure travellers accounted for 81% of respondents. About 56% of respondents said they don't want to share their information with brands, while 61% said they want offers targeted to where they are and what they're doing. Find out more.

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Panos Fotiadis's curator insight, August 3, 2015 4:19 AM

The contradictory behavior of travelers...

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Connecting with Millennials

Connecting with Millennials | The Insight Files | Scoop.it

In a recent study, NewsCred surveyed approximately 500 U.S. millennials, finding that 47% open up company communications most, if not all, of the time. Furthermore, 62% of millennials surveyed agreed that the content they read and see online - on websites, social media and the news - from a company makes them feel more connected and loyal to its brand. 64% of millennials respond more positively to brand messages that are tailored to their cultural interests, with 62% feeling similarly about messages that are useful and help them to solve their unique every day problems. The data underscores the importance of developing a relationship early with millennials so that they can grow to know and trust a brand. Authentic relationships come from thoughtfulness and treating millennials the way they want to be perceived: as unique, decisive and authentic. Click here to learn more.

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