The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Before you take the trip: how about a virtual ‘test drive’?

Before you take the trip: how about a virtual ‘test drive’? | The Insight Files | Scoop.it

Promotions featuring 360-degree videos have become an increasingly popular way for travel companies and tourism boards to entice clients. "With social media and distribution channels so fragmented, we have to appeal to the senses of consumers. Virtual reality allows consumers to interact with us in a way they never have before," said Tourism Authority of Thailand's Head of the Eastern United States. In January 2016, Tourism Australia introduced a series of 360-degree films depicting aquatic and coastal travel experiences including snorkelling in the Great Barrier Reef and watching the sun set over Sydney Harbour. "We have a very competitive landscape in destination marketing, with national tourist offices spending a lot of money. We need to be able to tell the story of Australia in new and engaging ways," Tourism Australia's Chief Marketing Officer said. Find out more.

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Fascinating map reveals tourism slogans from around the world

Fascinating map reveals tourism slogans from around the world | The Insight Files | Scoop.it

A new map reveals how countries around the world sell themselves - from ‘Visit Armenia, it is beautiful', and 'Yes, it's Jordan', to more gimmicky catchphrases like 'Ukraine – It’s all about U'. Tourism boards spend millions brainstorming the perfect slogan, with suitably differing results. As seen in this map, it's interesting to learn how various countries around the world sell themselves, with several war-torn countries retaining their inviting catchphrases despite currently being off-limits to tourists. There were 38 countries where tourism slogans could not be found, including North Korea, and surprisingly, Sweden. Popular tactics for tourism slogans include wordplay - ''Morocco, Much Mor", alliteration - "Epic Estonia", and geography - Portugal's "Europe's West Coast." Find out more.

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Eight things new destination marketing leaders need to know

Eight things new destination marketing leaders need to know | The Insight Files | Scoop.it

New leaders in a destination marketing organisation must prioritise collaboration, innovation and more essential skills that will create long-term success. This article focuses on the critical things a new leader at the DMO needs to understand and consider in order to avoid speed bumps and succeed in the industry.

 

  1. Don't underestimate the impact of external stakeholders.
  2. Review and understand existing strategies before adding your own ideas.
  3. Build consultation into almost everything you do.
  4. Dare to stop doing things.
  5. Create a culture of innovation.
  6. Think twice before going retail.
  7. Stay lean.
  8. Understand the business you're in.
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Andrea Rossi's curator insight, September 6, 2016 3:19 AM
1.Don't underestimate the impact of external stakeholders.
2. Review and understand existing strategies before adding your own ideas. 
3. Build consultation into almost everything you do. 
4. Dare to stop doing things. 
5. Create a culture of innovation. 
6. Think twice before going retail. 
7. Stay lean. 
8. Understand the business you're in.
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The future of destination marketing

In this SlideShare presentation, Rodney Payne - the CEO at Destination Think! - highlights how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism brands. Specifically, Payne outlines how "the only path to profitable growth lies in your ability to get your customers to be your marketing department. The path to profitable growth lies in your ability to get your destination's visitors and local residents to do your job for you." Among the presentation's highlights:


  • From broadcast to engagement - websites are typically visited by travellers in 9.5 sessions when researching a trip.
  • Authenticity is everything - people generally don't trust advertising, even if they do see the ads. Thanks to social media, we can now visualise word of mouth.
  • Mobile is key - consumers on average spend 25% of their waking time on their mobile. The number one influence on travel destination choices are friends and family.
  • The typical purchase funnel is broken - instead of trying to compete with word of mouth with paid media, the opportunity is for destinations to refocus and embrace all the word of mouth.
  • A destination's brand is the sum of all of the stories that someone hears about your destination combined with the experiences they have during a trip.


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San Francisco Travel CEO on using the Super Bowl to drive destination branding

San Francisco Travel CEO on using the Super Bowl to drive destination branding | The Insight Files | Scoop.it

San Francisco Travel is attempting to inject as much of the city's unique culture and brand identity into Super Bowl 50 as possible to leverage the big game as an integrated tourism promotion platform. Meaning, according to the tourism bureau, that it will be the greenest, most high-tech, gay-friendliest and most multicultural Super Bowl ever, with the most ride sharing, room sharing, social media sharing, community engagement and best local food and wine, too. For the week leading up to Super Bowl 50 on February 7, 2016, the Embarcadero District will be converted into Super Bowl City. This article features an abbreviated version of Skift's interview with the president and CEO of San Francisco Travel around the tourism marketing opportunities aligned with Super Bowl 50.

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Digital marketing trends hoteliers can’t afford to ignore in 2015

Digital marketing trends hoteliers can’t afford to ignore in 2015 | The Insight Files | Scoop.it

Many hotel brands get a steady stream of revenue from their digital marketing efforts. However, with consumers becoming increasingly sceptical, it is more important than ever for hoteliers to be aware of digital marketing trends and changes so they can grow their reach and revenue as much as possible. This article lists digital marketing trends that hoteliers can't afford to ignore, including:


  1. Mobile engagement
  2. The age of social conversions is upon us
  3. Adjusting your efforts for growth hacking
  4. Content, content, content
  5. Integrating SEO and social media marketing efforts


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How VisitBritain markets a mature brand to a new audience

How VisitBritain markets a mature brand to a new audience | The Insight Files | Scoop.it

In this Skift interview, VisitBritain's CEO Sally Balcombe speaks about marketing destinations to next generation consumers. VisitBritain is responsible for promoting travel to England, Scotland and Wales but it needs to do that in new ways to remain relevant for younger, digital-savvy audiences keen on exploring areas outside London and Edinburgh, especially. The biggest development is the new VisitBritain.com website launching in October, which will have more of a storytelling delivery and more robust content highlighting local experiences in the countryside and second-tier cities. That is representative of the shift among destination marketing organisations into something more resembling travel media companies, where the priority is the end user experience and user interface versus a billboard for destination partners. Find out more.

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The Big V: Victoria gets a $20m brand makeover

The Big V: Victoria gets a $20m brand makeover | The Insight Files | Scoop.it

Victoria, this is your new brand. "The Big V" was unveiled this week by the Premier as the unifying brand to sell Victoria to the world. The branding was designed by advertising agency Ogilvy Australia as part of a marketing and advertising campaign that Premier Daniel Andrews estimated could cost up to $20 million. The Premier said the branding was about finding a new way to sell Victoria's strengths, representing a fundamental shift in attracting investment, improving services and creating jobs. This will be the state's corporate brand, used when bidding for trade and investment, tourism and major events. Find out more.

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The 20 trends destinations need to understand to compete for tourists

The 20 trends destinations need to understand to compete for tourists | The Insight Files | Scoop.it

Destination Marketing Association International (DMAI) has collated 20 travel behavioural trends following its 100th annual conference in Las Vegas. The trends are based on the survey rankings of 65 tourism trends, completed by 327 Destination Marketing Organisations from 36 countries. Out of the top 20 trends, 13 relate to the adoption of technology, combined with social media and the implications of these on customer expectations. The top 5 trends are:


  1. Social media’s prominence in reaching the travel market (e.g., Facebook, Pinterest, Twitter, Weibo).
  2. Mobile platforms and apps becoming the primary engagement platform for travellers.
  3. Customers increasingly seeking a personalised travel experience.
  4. Smart technology (e.g., phones, bag tags, and cards) creating new opportunities for innovative new services and processes.
  5. Travellers demanding more information, control, interaction, and personalisation.
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The new way for tourism bureaus to measure their effectiveness

The new way for tourism bureaus to measure their effectiveness | The Insight Files | Scoop.it

DMAI has collected data from 327 tourism bureaus in 36 countries in early 2014 to collate the most significant travel consumer trends and the top DMO strategies designed to exploit these trends. The trends and strategies were culled into three opportunities that DMOs could embrace to elevate their effectiveness:


  • A shift toward two-way digital communications and social media execution.
  • Better destination-specific branding strategy and product development for both leisure and meetings markets.
  • More strategic collaboration with economic development organisations to pool intelligence and resources.


These three transformational opportunities revolve around social selling, experiential marketing and a more sophisticated business model. Find out more.

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Destination Marketing CEOs on the power of social media

Destination Marketing CEOs on the power of social media | The Insight Files | Scoop.it

Destinations' marketing strategies have transformed radically over the past decade as digital and social media completely change the makeup of their campaigns. Images, videos and stories can be shared around the world with the press of a button, putting pressure on these organisations to craft more creative, engaging content than ever before. As part of its recent interview series, Skift asked the executives of destination marketing organisations about the role that social and digital media plays in their overall campaigns. Click here to read the interview responses.

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What 9 destination marketing leaders would do with more funding

What 9 destination marketing leaders would do with more funding | The Insight Files | Scoop.it

Funding is a perpetual program for most destination marketing organisations worldwide. Many are wholly or partially funded by government and restricted to budgets that limit the scope of markets they can advertise in and the investments that can be made for creative, diverse destination content. As part of its ongoing interview series, Skift asked the leaders of destination marketing organisations around the globe what they would do if their funding was multiplied by ten overnight and found many similarities. Executives would reach out to more defined visitor bases, share their story in more markets and refine their brand in others. Click here to read the responses.

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TripAdvisor has a new analytics dashboard aimed at tourism boards

TripAdvisor has a new analytics dashboard aimed at tourism boards | The Insight Files | Scoop.it

After acquiring tours and activities provider Viator and a series of restaurant reservations platforms in Europe, TripAdvisor is doubling down on its ties with destinations as it quietly debuted an analytics dashboard for Destination Marketing Organisations. TripAdvisor offers destinations a variety of tools to display reviews and integrate TripAdvisor content, and two years ago launched a Property Dashboard for hotels replete with a weekly digest enabling hotels to track important visitors, competitors and market trends. Find out more.

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Panos Fotiadis's curator insight, July 16, 2015 8:13 AM

something good for tourism boards...

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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. MMGY found that 37% of people make a travel decision based off of images. Here are a few ways destination marketing organisations (DMOs) can share their story:

 

  1. Identify the iconic - a destination must find its unique identity and then create content that tells the story of its individuality. A destination's brand identity often features overarching themes relevant to the area such as good, culture, heritage or outdoor adventure.
  2. Consider point of view - since travel is inherently personal, incorporating a first-person point of view can help potential travellers imagine themselves in the destination and visualise what they would experience on their trip.
  3. Add interactivity - interactive elements can engage potential travellers in a destination's story. Through interactivity, users can participate in an online experience, making the virtual experience even more personalised and real.

 

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The trends redefining the next generation of food tourism

The trends redefining the next generation of food tourism | The Insight Files | Scoop.it

The biggest trend in culinary travel today is the growing diversity of food tourist profiles, and how travel companies are adapting to that increasing segmentation. A growing awareness of this trend is changing how new and existing companies are developing and reimagining their products and services. Some examples include:

 

  • The rise of meal sharing - Get Gone is an online platform that matches food tourists with local chefs, homeowners and tour leaders, much like Airbnb does for accommodations.
  • Demand for culinary storytelling - Indagare Travel is a member-based travel community combining both travel content and travel agents services to help clients choose between over 250 destinations.
  • Homecooking, Havana style - The culinary landscape in Havana has blossomed in the last few years, because it is now easier for Cubans to own their own businesses. Just 90 Miles culinary tours in Cuba is leveraging against this boom of local restaurants.
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Panos Fotiadis's curator insight, September 5, 2016 3:07 AM
Local cuisine is sometimes underrated as an element of the overall travel experience
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Destination marketing trends to look out for in 2016

Destination marketing trends to look out for in 2016 | The Insight Files | Scoop.it

In this article, Destination Marketing Association International has leveraged the brain trust of resources available to it by partner DMOs and agencies to identify destination marketing trends to be on the lookout for in 2016. The insights highlighted are from some of the best and brightest minds in the destination marketing industry. Among the highlights include:


  • The expansion of social media advertising.
  • The growing role of DMO websites playing a more influential role inspiring prospective visitors. 
  • An evolution in how destinations express not just what they are as place-based experiences, but who they are as people, getting more personal in visitation to travellers. 
  • Content over campaigns - while campaigns are usually time-sensitive with starting and ending dates, content can add value.
  • Cultivating digital influencers for your destination.
  • Travel and technology becoming increasingly intertwined.
  • The incorporation of higher levels of technology interventions prior to, during and post visit the experience with travel destinations.


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Travel Portland CEO on acting like a first-tier destination

Travel Portland CEO on acting like a first-tier destination | The Insight Files | Scoop.it

Portland might not actually be a first-tier city in terms of population and urban infrastructure, but Travel Portland CEO Jeff Miller says the destination marketing organisation acts like it anyway. Part of that includes developing the city's international visitor base, with the DMO projecting a 21% increase in international arrivals for 2015. Portland is also contracting Airbnb to create destination guides with local neighbourhood content supplied by Airbnb hosts. From a tourism standpoint, Portland is one of those emerging U.S. cities hitting above its weight, with a very distinct identity and hip character, which embraces the iconic American Western spirit of individualism and self-reliance, updated with a Millennial mindset. Find out more.

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The future of food tourism goes beyond the restaurant experience

The future of food tourism goes beyond the restaurant experience | The Insight Files | Scoop.it

It's become a challenge to find a city, state or region that hasn't branded itself as a food destination to some extent, and some studies have found one in two millennials consider themselves foodies. There are however, differences between travellers calling themselves fair-weather foodies and those who visit destinations specifically to revel in exclusive and one-on-one experiences with chefs, farmers or craft brewers. Tourism boards caught in between realise that regardless of a traveller's passion point for food, they need to double down on the number of culinary experiences they offer to remain competitive with both types of food tourists. These travellers spend about 18-20% more in destinations for every age group and country of origin. Find out more.

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Carol Carini's curator insight, December 8, 2015 11:51 AM

Food Travel is a real experience  everyone can enjoy

American Australian Travel Magazine bit.ly/TravelMag

 

Maurice Couture's curator insight, December 16, 2015 4:27 PM

Cet article met en lumière un élément que notre créneau entend explorer davantage: le tourisme gourmand c'est plus qu'une expérience de restauration et concerne plusieurs aspects d'une destination et différents segments de clientèles.

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The impact of the Washington D.C. Cool campaign

The impact of the Washington D.C. Cool campaign | The Insight Files | Scoop.it

First-tier travel destinations like Washington, D.C. have the inherent benefit of attracting overnight visitors based on their iconic attractions embedded in the public consciousness over decades in the making, but there's always the danger of devolving into a collection of clichés. If a destination becomes a victim of its own success because it's too stuck to its legacy identity, the visitor economy flat lines and the average age of visitors grow older. The tourism tax base shrinks, hotel occupancy and rate stagnate, and it's harder to drive increased attendance at conventions. A decade ago, Washington D.C. had plateaued as a tourism destination known solely for its museums, monuments and memorials. Then a marketing collaboration presented itself that would have a significant impact on the city's identity for both leisure and group travellers. Find out more.

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Tourism bureaus need to stop thinking like tourism bureaus

Tourism bureaus need to stop thinking like tourism bureaus | The Insight Files | Scoop.it

The primary role of tourism bureaus is to choreograph the overall destination experience. Most DMOs are involved in some type of product and destination development, such as acquiring new airline routes, supporting meeting and convention infrastructure expansion, and developing large special events. The original DMO mandate revolved around driving economic development and quality of life for the entire destination, including both the local business community and local residents. In this interview, Skift speaks with Bill Geist, chief instigator at DMOproz to discuss the shifts in the DMO industry.

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Building digital assets in the tourism industry

Building digital assets in the tourism industry | The Insight Files | Scoop.it

It is now time for tourism marketing executives to shift tactical executions to focus more on building and creating content that is owned and to view social media as a means of distribution rather than an online marketing tactic in its own right. Strategies centred around creating a strong online presence for hotels are required. 


  • Content: At the centre of your owned media strategy is content - content should be informative, interesting and compelling.
  • Variety: There should be a variety of content in your owned media strategy.
  • Websites: Too much focus has been on factual and functional brand values rather than emotive brand benefits.
  • Blogs: Blogs with personal stories that talk directly to your personas and their trigger points can result in your brand making it to the consideration set in a competitive market.
  • Email lists: Implement a balanced combination of great stories, videos and imagery as well as genuine offers. 
  • Social media as a distributor to owned content: social media signals mean the search engines pick up on your authority and influence and you will be more likely to be connected with your customers in semantic search. 
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Visit Holland CEO on marketing the country as one big city destination

Visit Holland CEO on marketing the country as one big city destination | The Insight Files | Scoop.it

Skift recently interviewed Visit Holland's CEO on efforts to make Holland a city destination rather than a country destination. Between Holland's iconic tulips, its well-known canals and bicycle culture, this small European country certainly isn't unknown to international travellers. However Visit Holland must continuously reinvent incentives in order to move tourists beyond Amsterdam's charm and out into the countryside and other cities. In 2014, the country welcomed 14 million international visitors who spent 10.2 billion euro ($11.5 billion), about 40% of which was spent in Amsterdam alone, the Netherlands' largest city and arguably biggest attraction. Read the interview here.

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Visit California dives deep into traveller profiles

Visit California dives deep into traveller profiles | The Insight Files | Scoop.it

Visit California has launched its 226-page Dream Big Dividend Work Plan for the 2015/2016 fiscal year, constituting the most comprehensive marketing, communications and operational strategy framework for the organisation to date. Visit California's target audiences have been identified by a three-layer pyramid, beginning at the top with a 'broad global brand target' defined by age, income and desire to travel. The middle layer consists of 'opportunity brand targets' that hone in on key demographic and psychographic niches. The bottom layer describes 'passion-based targets' aggregating people by interest. Find out more.

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The secret to bigger destination marketing budgets

The secret to bigger destination marketing budgets | The Insight Files | Scoop.it

Although funding remains a constant challenge for destination marketing organisations, several industry leaders are learning that the key to a bigger budget lies in measurement. These executives are using analytics to try and quantify the returns of the marketing campaigns, Instagrammer trips and TV ads. As part of Skift's ongoing interview series, they asked the leaders of destination marketing organisations around the globe why it's so difficult to get funding even as the economic significance of travel becomes better realised in addition to what changes they see abreast for the future. Click here to read the interviews.

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How consumers choose a destination - an untapped opportunity for travel startups?

How consumers choose a destination - an untapped opportunity for travel startups? | The Insight Files | Scoop.it

Very few start-ups exist in the destination selection phase. While there may not be too many start-ups in this phase, every travel website designer or travel ecommerce project manager has been involved in a destination choice project. Travel bloggers are also active in this phase, writing listicle-type articles like 'where to go in January.'


This article lists opportunities for start-ups in the destination selection phase:

  • Social
  • Live social
  • Vertical/prior trips
  • Who to go with
  • Family decision making
  • Live video decision making with local destination experts
  • Psychotherapy


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