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Consumer trends and news curated by Tourism Australia
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Tourism Australia's 2016 Consumer Demand Fact Sheets

Tourism Australia's 2016 Consumer Demand Fact Sheets | The Insight Files | Scoop.it

In November 2012, Tourism Australia released the first tranche of a major international tourism research project into how global consumers view Australia, and what most motivates them to visit our country. Over the last five years, Tourism Australia has spoken to over 90,000 international long-haul travellers via online consumer research panels. In 2016, the following markets were integrated into the program: Brazil, Canada, France, Hong Kong, Italy and Taiwan. Insights from the Consumer Demand Project have been used extensively to inform the tourism industry of potential opportunities to build the value of Australian tourism.

The fact sheets have been updated with the latest consumer insights data from 2016 for Australia’s key tourism markets. Click here to download.

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Tourism Australia bet on food and wine and won

Tourism Australia bet on food and wine and won | The Insight Files | Scoop.it

Tourism Australia is driving a significant rise in annual visitation and visitor spend, thanks to the successful Restaurant Australia food and wine tourism campaign. Launched in December 2013, the global culinary promotion pivoted Australia's brand reputation toward the luxury segment by focusing on upscale and/or cultural foodies travel experiences throughout the entire country. This Skift interview with Tourism Australia's CMO, Lisa Ronson, tracks the evolution of the Restaurant Australia campaign - from research to content marketing and UGC - as well as what's in store for Tourism Australia's marketing strategy moving forward. Find out more about the Restaurant Australia campaign here.

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Get ready for the mobile traveller

Get ready for the mobile traveller | The Insight Files | Scoop.it

The internet and mobile technology have fundamentally changed the way in which travellers book their holidays. Euromonitor International forecasts mobile bookings to double from 12.5% of online totals in 2014, to 22% by 2019. That's an increase from $96 billion to $260 billion. Tours and attractions are set to be the next tourism sector to be impacted by consumers' preference to book their experiences via mobile. To stay on top of this trend, this article lists a number of tips, including:


  • Partnering with OTAs to increase your business's reach.
  • A good, mobile-friendly website attracts customers.
  • Book it right.


Find out more.

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Indian travellers want activities

Indian travellers want activities | The Insight Files | Scoop.it

According to Expedia's Indian business, nearly half of Indian travellers make their travel decisions based on the activities on offer rather than the destination itself. According to Expedia's sample of 520 Indian-based consumers, more than half (57%) prefer to book their activities online in advance, leaving a sizeable offline-to-offline potential - one in four book their activity at the site itself, with one in five buying from the hotel concierge. Inhabitants of Bangalore are most likely to buy their activity tickets in advance and least likely to buy from reception. For more city-by-city breakdowns, click here to read the release.

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Tourism Australia's Traveller Snapshots

Tourism Australia's Traveller Snapshots | The Insight Files | Scoop.it

Tourism Australia has created a suite of traveller snapshots - quick one page insights of the travellers we are targeting in each of our core markets. These insights include traveller motivations, information sources, their perceptions, barriers to travel and TripAdvisor performance. These snapshots can be used to specifically modify and shape product offerings and marketing activities to relevant markets. Click here to download a traveller snapshot for each of the following markets: China, Germany, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, UK and USA.

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Understanding Tourism Australia's International Consumer

Understanding Tourism Australia's International Consumer | The Insight Files | Scoop.it

Tourism Australia has collated consumer research across eleven international markets to represent the typical international consumer. The following document represents key information on how to best target your business and marketing activities to attracting the international consumer. For more specific information, fact sheets for each of Australia's key tourism markets - from the US to China to Germany - can be downloaded here.

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Kerala Ayurveda's comment, June 4, 2016 6:19 AM
Kerala holidays are the most sought after holiday plans in India http://goo.gl/QuBX8r
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Solo travellers are not who you think

Solo travellers are not who you think | The Insight Files | Scoop.it

Solo travellers don't go alone because they have to, they do it because they want to, a new QUT study has found. Solo travellers are choosing freedom, uncompromised fun and meeting new people over the desire to have a companion to share their experiences. In a study published in the International Journal of Tourism Research, Professor Bianchi looked at the drivers of satisfaction and dissatisfaction for solo travellers, given the growing numbers of holidaymakers travelling alone. "Research shows the fastest growing tourism segment and Australian figures support this with solo traveller numbers increasing by almost 20% between 2007 and 2011. Understanding tourist satisfaction and dissatisfaction will help tourism operators ensure solo travellers are not being ignored."

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Travel's curator insight, September 21, 2015 3:31 AM

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