The Insight Files
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Consumer trends and news curated by Tourism Australia
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5 social media and tech trends you need to know about

5 social media and tech trends you need to know about | The Insight Files | Scoop.it

Travel PR specialists Klick Communications deliver the latest in travel technology and the ever-changing social media scene. Among the highlights:

 

  1. Taco Bell's Snapchat lens shatters record.
  2. Twitter says users now trust influencers nearly as much as their friends.
  3. 360 photos are coming to your Facebook news feed.
  4. Items from your shopping cart may start showing up in your Instagram feed.
  5. Instagram's analytics will offer audience demographics, post impressions, reach and more.

 

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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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Five things to know about cross-channel marketing in travel

Five things to know about cross-channel marketing in travel | The Insight Files | Scoop.it

Customer experience and continued engagement have always been a pre-requisite in the global airline industry. While in the past, airlines have accomplished customer delight through loyalty programs, the digitally connected world today presents manifold opportunities to maximise customer so-called "lifetime value." With a maze of online and offline touch points and personalised experiences that customers have grown to expect, customer delight has taken on a whole new meaning and hence the need for a renewed cross-channel marketing strategy with data at the crux. This article lists five things to remember about cross-channel marketing for airlines:


  1. Where is the data?
  2. Targeting.
  3. Social focus.
  4. Better tracking.
  5. Advertising coverage.


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Mobile devices generate 25% of U.S. digital travel transactions

Mobile devices generate 25% of U.S. digital travel transactions | The Insight Files | Scoop.it

According to ad tech company Criteo's latest quarterly "State of Mobile Commerce" report, mobile now comprises 29% of e-commerce transactions in the U.S. and 34% globally. By the end of 2015, mobile share is forecast to reach 33% in the U.S. and 40% globally. Travel is one of the early adopter sectors in mobile e-commerce, and the third largest sector in the U.S. according to Criteo data. Mobile accounts for about 27% of all digital consumer travel transactions. In all of mobile retail commerce, smartphones have become the bigger platform, and in the U.S. they are the majority. While the conversion rates on smartphones are lower than desktop or tablet, smartphones generate more transactions due to significantly higher traffic.

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Eve-Line Boulle's curator insight, May 19, 2015 9:36 AM

"According to the latest report from Q1 this year, mobile commerce (including tablets) is growing like weeds, everywhere. Mobile is now 29% of e-commerce transactions in the U.S. and 34% globally. By the end of 2015, mobile share is forecast to reach 33% in the U.S. and 40% globally."

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How to protect your business from joining the plague of forgotten travel apps

How to protect your business from joining the plague of forgotten travel apps | The Insight Files | Scoop.it

Forgotten travel apps are a blot on the landscape of the travel and holiday sectors, according to the latest Ipsos UK research. The research included a survey of 400 users online in each of the three verticals: Restaurants and Takeaways, Travel and Holiday and Shopping. The number of users forgetting at least one app in the category sits at 49% for travel and holiday, the highest of any sector. This makes sense given the periodic and temporary nature of travel. However, this also highlights a challenge for those travel apps seeking to inspire consumers to make an actual travel purpose. Travel has the highest number of apps forgotten, at 33% which again points to the one-off nature of the vertical. Users download an app for a specific use, trip or function and then it slips their mind without ongoing engagement. This article lists different re-engagement strategies that businesses can use in order to address these challenges.

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How to build a perfect digital marketing team

How to build a perfect digital marketing team | The Insight Files | Scoop.it

Building the perfect digital marketing team is crucial to online success, but it's not an easy task. Investing time and energy into building a perfect marketing team is essential because the right team will carry your online marketing in the best direction possible. The question becomes, what positions do you need to fill and what exactly will their responses be? There are several structures that could work well - and in some cases, people may be able to handle multiple roles if they have the time and talents to do so. Here is an outline of your digital marketing dream team. 

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Hotel marketing trends to watch in 2015

Hotel marketing trends to watch in 2015 | The Insight Files | Scoop.it

The new eBook, “Show, Share, Stand Out: The Most Important Hotel Marketing Trends to Watch in 2015,” looks at the core topics that will define 2015 that your hotel can’t afford to miss out on.


Via Wendy Forbes
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Free online booking tool to help tourism businesses grow

Free online booking tool to help tourism businesses grow | The Insight Files | Scoop.it

Tourism Minister Gary Gray today launched a new online booking tool to improve the capability of Australian tourism businesses to service customers online.

The Australian Tourism Booking Widget is a Government initiative for all sectors of the tourism industry to help them capitalise on visits to their websites by providing an easily accessible booking and payment facility.

The Widget will provide tourism operators with a basic system providing a real time booking and payment solution through the operators' own websites and Facebook pages, as well as helpdesk services.

Mr Gray launched the Widget while attending the Cradle Coast Regional Tourism Forum with the Parliamentary Secretary for Agriculture, Fisheries and Forestry and Member for Braddon, Sid Sidebottom.

"The challenge for the Australian tourism sector is converting potential visitor interest into a booking," Mr Gray said.

"This Widget aims to fix this by getting more of our tourism operators online for bookings and payments – and help them grow their businesses, particularly in regional areas where online facilities may be the only channel for operators to directly engage with their customers.

"The Australian Government provided $500,000 to the Australian Tourism Data Warehouse to fund the project. The initiative is part of the Tourism 2020 strategy to increase tourism expenditure from $70 billion to $140 billion by the end of the decade."

Globally more than 50 per cent of consumers use digital channels to research, plan and book holidays and this is expected to grow in the next decade. While 84 per cent of Australia's tourism operators are online, only a third of these have 'real-time' online booking and payment facilities.

"This is a first step in helping tourism operators transition to online services by providing a basic framework that is easy to install and use."

 

Read more: http://minister.ret.gov.au/MediaCentre/MediaReleases/Pages/online-booking-tool.aspx

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Google Glass – the Next Big Thing in the travel industry?

Google Glass – the Next Big Thing in the travel industry? | The Insight Files | Scoop.it

Google's suite of web and mobile-based services are continuing their penetration into travel industry. But with the launch of Glass, Google's most hi-tech product yet, the ramifications for the sector are huge.

 

Find out more here: http://www.tnooz.com/Google-glass-The-next-big-thing-in-travel-industry

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Marketers cannot simply tick off the mobile box, Google warns

Marketers cannot simply tick off the mobile box, Google warns | The Insight Files | Scoop.it

Google has urged marketers to prioritise multi-screen this year as the internet giant releases new research painting a picture of weekend smartphone use.

 

Mobile and tablet search queries have grown by 138% since last year and 74% of Australians with a smartphone will not leave home without it, according to Google data.

 

Read more: http://www.bandt.com.au/news/digital/marketers-cannot-simply-tick-off-the-mobile-box-go

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APAC travellers like social media to share experience

APAC travellers like social media to share experience | The Insight Files | Scoop.it

Travellers from the Asia Pacific region love to share their travel tales over social media networks, and they love their mobile devices whether it is a smartphone, a tab or a laptop. According to Text100’s Digital Index: Travel and Tourism study, Asia-Pacific consumers lead the way in using social media to inspire, purchase and share their travel experiences. This report was based on 4600 respondents in 13 countries in the region.


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iPad will dip below 50% tablet market share in mid-2013

iPad will dip below 50% tablet market share in mid-2013 | The Insight Files | Scoop.it

Android smartphones have already taken the sales crown with 75 percent share and 57 million shipped by Samsung alone last quarter. It seems that the tablet market will soon follow suit.

 

Read more: http://venturebeat.com/2012/11/12/analyst-ipad-will-dip-below-50-tablet-market-share-in-mid-2013/


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Quirky travel mapping application allows groups to visualize trip planning

Quirky travel mapping application allows groups to visualize trip planning | The Insight Files | Scoop.it

Go Pro Travelling has announced their new take on maps, an interactive mapping application that allows users to plot out trips and collaborate with friends, family and colleagues to build trips in a visually engaging way.


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Guido Colombo's curator insight, May 8, 2013 12:50 PM

Map my route, 

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Ranting online about travel more popular than trying to get a refund

Ranting online about travel more popular than trying to get a refund | The Insight Files | Scoop.it

Research has shown that venting one's anger online about a poor travel experience is proving a more popular pursuit than taking it up with an official body. The study by MarkMonitor of almost 3,300 travellers in the UK, US, Germany, France, Italy, Denmark, Spain and the Netherlands found that 42% would post a grumble on the web in the first instance while only 40% would try to get  a refund from the product seller. Just over one-third would be sufficiently angered by the poor experience to take it up with an official trade organisation or licensing body. Find out more.

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Engaging with India's tech savvy inbound market

Engaging with India's tech savvy inbound market | The Insight Files | Scoop.it

A jointly-published report from the Internet and Mobile Association of India and Indian Market Bureau International stated that India was expected to surpass the US as the second largest internet user base globally, behind China. The same report indicated that India had shown a year on year growth in Internet usage, from 2013, to 2014, of 32%. Much of this increase can be attributed to a decrease in hardware costs and the resulting increase in mobile penetration. According to Nielsen, 36% of Indian mobile phone users are now using smartphones. Amadeus estimates that 17% of Indian leisure travellers are using their smartphones for travel-related arrangements, while a significant 42% of Indian business travellers did so. Find out more of the study's results.

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Lessons learned from user testing hotel websites

Lessons learned from user testing hotel websites | The Insight Files | Scoop.it

To highlight how user testing can be useful in finding opportunities to improve, Tnooz examined three of the most popular sites when looking for a hotel: Hilton, Booking.com and Skyscanner.


Among the lessons learned from assessing these websites include:


  • Flexibility
  • Including search by attraction
  • Using attractive imagery
  • Powerful filtering
  • Considering localisation
  • Being instantly recognisable


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Panos Fotiadis's curator insight, May 26, 2015 2:45 AM

does your hotel's website follow above guidelines ?

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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.


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Tourism Australia marketing boss Lisa Ronson outlines strategy

Tourism Australia marketing boss Lisa Ronson outlines strategy | The Insight Files | Scoop.it

New Tourism Australia chief marketer Lisa Ronson has pledged to develop the digital and social marketing focus started by her predecessor as she revealed that coastal scenery would become a central theme to the agency's promotional activity. Other destinations including California and Hawaii have closed the gap on Australia in terms of their coastal offering and it is now time to step up the marketing of Australia's beaches and ocean attractions. Key to that has been Tourism Australia's partial funding of a three-part documentary on the Great Barrier Reef narrated by iconic natural history presenter David Attenborough. Digital marketing will be further developed and used to help drive conversions, another of Tourism Australia's key objectives in 2015. The focus on food and wine through Restaurant Australia will continue, while luxury travel to attract high yielding visitors and events will also be woven into the agency's 2015 marketing strategy.

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The 2014 state of digital transformation

Digital transformation is a formal investment in new technology, business models, and supporting systems and processes to change the way companies sell, market, operate and scale in an increasingly digital economy. This infographic communicates the state of digital transformation in 2014. Click here to download the full report.


Via Soraia Ferreira, Ph.D.
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Marketing and Technology Clashing in the C-Suite

Marketing and Technology Clashing in the C-Suite | The Insight Files | Scoop.it
For the past 20+ years, there may have been no two positions in an organization more disconnected than marketing and technology. Today that is all different. Now the two are working together every day as the tools and applications that drive marketing are being found in the cloud, on mobile devices and in pockets of an organization where the IT department has little to no awareness of their use.

Via Don Dea
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Don Dea's curator insight, September 7, 2014 3:14 AM

As the technology use case evolves, it has become almost impossible for the IT team to control the use of company assets let alone people’s own devices.

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Travel mobile and Web apps for easy travel | Digital Trends

Travel mobile and Web apps for easy travel | Digital Trends | The Insight Files | Scoop.it

Google was poised to put an end to the legendary travel guide Frommer’s printed version, marking a brilliant new frontier of electronically-abetted travel. Plenty of apps making friendly locals more accessible sound like every traveler’s dream. The Internet has tools on how to get the most of your vacation itinerary, taking you far beyond the paper tour guide. 

Still, be warned. When you’re traveling somewhere with rampant roaming charges and spotty Wi-Fi, Internet apps can improve your experience up until, “Oh crap. Was it a right or a left at the intersection?” 

And fittingly, recent news says that Arthur Frommer, the creator of the series, seems to be buying the rights back from Google and keeping the print around (while also maintaining a website and selling eBooks). 

While no tool is a cure-all for travel pains, plenty of apps offer access to locals and customizability not available in the standard paper guide. All it takes is a little planning ahead.



Read more: http://www.digitaltrends.com/lifestyle/replace-your-paper-travel-guide-with-mobile-apps/#ixzz2RFONkEnr
Follow us: @digitaltrends on Twitter | digitaltrendsftw on Facebook
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50% of Ads Will Go Online in the Next Five Years

50% of Ads Will Go Online in the Next Five Years | The Insight Files | Scoop.it
Ads are part of the very fabric of our society, and have been for years. But ad execs want to stick with what works: It’s why the bulk of today’s industry ad budgets are still pointed at traditional mediums like television, print and the like.

Not for long, according to Google SVP and chief business officer Nikesh Arora, in conversation at the D: Dive Into Media conference on Tuesday.

“There’s currently about $800 billion in the global advertising market today. That’s a very large number, but online advertising accounts for less than $100 billion of that number,” Arora said. “There is a reasonable probability that over 50 percent of advertising goes online in the next five years.”

Ambitious, to say the least. We’ve been stuck in the same model for the better part of the past century, and companies like Google have spent the last decade trying to convince the ad industry that, yes, the Web can indeed make you money. That’s exactly what YouTube’s Robert Kyncl has been pitching with the online video arm of Google and its channels initiative, not to mention Google’s other potential ad businesses (which have indeed been successful).

Funny, considering Arora wasn’t about to say what online advertising would look like 10 years from now. He just knows that whatever it’ll look like, it’s going to be successful.

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Facebook Now Owns Over 25% Of Total Time Spent On Mobile Apps

Facebook Now Owns Over 25% Of Total Time Spent On Mobile Apps | The Insight Files | Scoop.it

 

Read more: http://readwrite.com/2013/01/23/facebook-most-popular-app-comscore

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The user experience revolution on mobile travel services: from mobile-first to mobile-only | Tnooz

The user experience revolution on mobile travel services: from mobile-first to mobile-only | Tnooz | The Insight Files | Scoop.it

Mobile devices are rapidly displacing the desktop as the primary means to access the web and interact with the world at large.

 

The penetration of these devices has surpassed all expectations and in fact, according to a May 2012 mobile research report from Google, 80% of people don’t leave home without their mobile device.

 

As widespread mobile adoption continues to skyrocket, so then do the expectations associated with the mobile experience.

 

The proliferation of smartphones and tablets across different mobile platforms, mobile web, native app and hybrid apps all add to the complexity companies’ face when it comes to delivering the mobile experience that consumers not only expect, but demand.

This becomes all the more important for travel-focused companies. Travel services really are the killer app for mobile devices. Consumers are using their smartphones and tablets to research and book travel services at a vastly increasing pace


Read more: http://www.tnooz.com/2012/11/22/news/the-user-experience-revolution-on-mobile-travel-services-from-mobile-first-to-mobile-only/#Y1uZOZL2ovUByFDU.99
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Combine In-Destination Marketing with Mobile Booking

Combine In-Destination Marketing with Mobile Booking | The Insight Files | Scoop.it

According to PhoCusWright research, over 30% of visitors who search for things to do in a destination use rack cards or brochures. In addition, 20%+ of visitors who are checking out your site are doing so on a mobile device.

 

Read more: http://www.tipsfromthetlist.com/43378.html


Via Wendy Forbes
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