The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Are your customers millennials or just highly evolved?

Are your customers millennials or just highly evolved? | The Insight Files | Scoop.it

In this Marketing mag article, Anjali Lai explores the nuanced picture of consumers beyond traditional demographic categories such as generation. The first step on a company's path to thriving in this environment is understanding customers accurately - specifically, identifying how consumer expectations are changing and how quickly. Forrester has analysed its years of consumer data and found that, globally, consumers are evolving in five important ways:

 

  1. Willingness to experiment.
  2. Self-efficacy.
  3. Digital/physical integration.
  4. Information savviness.
  5. Device usage.

 

These five key shifts explain changing consumption trends and lead to a sense of customer empowerment: consumers are willing to experiment, reliant on technology, inclined to integrate digital and physical experiences, able to handle large volumes of information and determined to create the best experiences for themselves. Find out more.

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Vagabond Lifestyles's curator insight, April 18, 9:38 AM
So what is the trend?
 
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Inside Expedia’s Usability Lab - consumer insights

Inside Expedia’s Usability Lab - consumer insights | The Insight Files | Scoop.it

When booking hotel rooms, French travellers want to know if breakfast is included. Asian travellers are concerned about closet size and US travellers tend not to sweat the small stuff. These insights reveal patterns that property managers can use to their advantage - if you know which amenities potential guests care about, you can use that information to highlight the fact that you offer them. Expedia's Usability Lab has been designed to explore consumers' path to purchase - and to see how online design elements facilitate or hinder the process. Find out more.

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Travel Trends 2016: Hot spots and new consumer insights

Travel Trends 2016: Hot spots and new consumer insights | The Insight Files | Scoop.it

As more travellers turn to Google and YouTube, marketers now have greater access to consumer insights - who are they? Where do they want to go? How do they make decisions? While the reasons people travel haven't changed considerably from year to year, the paths people travel before they travel have been transformed. Consumers increasingly turn to mobile to get itinerary ideas, compare flight fares or reserve experiences. To build a complete view of path to purchase trends, Google partnered with Sojern to layer on the company's booking data from 350 million anonymised traveller profiles. The result: an unprecedented look at the traveller customer journey based on intent signals across online, mobile and video channels. Find out more.

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Consumer demand research to help Australian tourism reach its potential

Consumer demand research to help Australian tourism reach its potential | The Insight Files | Scoop.it

Tourism Australia has unveiled the findings of a major international tourism research project into how global consumers view Australia and what motivates them to visit. The research is updated periodically with new consumer insights for 15 of Australia’s key tourism markets. Discover fast facts about the Australian tourism industry, the value of tourism and our niche markets.

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