The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Digital travel marketing: best practices

Digital travel marketing: best practices | The Insight Files | Scoop.it

In today's vast and increasingly complex digital marketing landscape, travel brands now have more ways than ever to target, reach and engage niche audiences. This is largely due to the abundance of data and the variety of strategies, channels and tactics available in the digital space. With so many options also comes the challenge for marketers of identifying and executing best practices in the digital market space, rather than merely trying to keep pace with industry trends. The steepest of these challenges is the rapidly evolving nature of digital travel marketing’s many platforms and channels, and how brands can best understand and synthesise the infinite amount of information they provide about their desired audiences and how best to engage them. This article outlines how to build a digital marketing platform on pillars of best practices - proven approaches, strategies and tactics to master some of the most critical areas in the space: native, video, social, mobile and email.

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Vagabond Lifestyles's curator insight, March 20, 8:35 AM
... and Tribal marketing biz model
 
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Travel brands spending more to advertise on social media

Travel brands spending more to advertise on social media | The Insight Files | Scoop.it

Many travel brands are loading their social media channels with user-generated content and influencers to inspire conversations with travellers, but they're also putting weight behind advertising on social - something becoming more common in general across those platforms. Some 46% of travel brands are advertising on social media this year, a 12.1% increase over 2015 according to market research company, eMarketer, and many that do say social media ads are effective at reaching the right travellers. Travel brands value both social advertising and user-generated and organic content and travellers are encountering more ads on social channels once reserved for friends and family. Find out more.

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Storytelling in virtual reality: The basics

Storytelling in virtual reality: The basics | The Insight Files | Scoop.it

As virtual reality enters mainstream, it is likely that the average consumer will not only navigate VR content with ease, but even begin to produce their own 360 degree content. Among the storytelling benefits of this platform include:

 

  • Immersion - the perception that you, the participant, are physically there.
  • Presence - at peak immersion, the audience experiences a sense of presence; the feeling of actively participating rather than passively watching.
  • Agency - to interact or react rather than simply perceive; the viewer chooses how to participate.
  • Empathy - you don't have to imagine what it feels like, you feel it for yourself. Empathy is generated through expert use of POV and perspective, and influencers.

 

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More travel companies testing the virtual reality water

More travel companies testing the virtual reality water | The Insight Files | Scoop.it

Virtual reality projects from YouVisit (Yosemite) and Tourism Australia show how the technology is progressing. Tourism Australia has produced a series of virtual reality clips which highlight wildlife and various destinations across the country. These advancements have contributed to positive predictions that there will be a virtual reality device in every home within ten years - assuming more attractive pricing and broadband accessibility. To find out more about the future of virtual reality, as well as the barriers to adoption, click here.

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How leisure travellers are researching and booking hotels

How leisure travellers are researching and booking hotels | The Insight Files | Scoop.it

Digital agency Fuel has compiled the results of the Leisure Travel Planning Study, its annual research on how leisure travellers are researching and booking hotels. According to the research, consumers are visiting an average of 4.6 unique sites prior to booking, spending an average of 26 days researching hotels. When it comes to making the decision, consumers say reviews on the hotel site, pictures on the hotel website and quality of the hotel website are more important and influential than review sites. Download the report.

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How to use the power of Instagram to market your brand

How to use the power of Instagram to market your brand | The Insight Files | Scoop.it

In this article, Jacqueline Bourke outlines how to use Instagram to its full potential for maximum brand engagement. It has been reported that articles with images get 94% more total views, so it comes as no surprise that Instagram was among the fastest growing social networks of the last two years. Australian brands fighting for attention on the Internet must first be seen in order to be heard. To ensure this is achieved, and to make use of the power of visuals, a strong visual strategy needs to be created - this means populating websites and social channels with images that represent the core values of a brand in order to engage and inspire the target audience. The article highlights Tourism Australia and Spotify Australia as two companies which have been able to use imagery to show their brand's key message in a way that resonates with their target audience. Find out more.

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The secret to connecting with travellers online

The secret to connecting with travellers online | The Insight Files | Scoop.it

With 49% of Australians accessing social media networks daily and 52% checking the internet more than 5 times per day according to the 2015 Sensis Report, the social media landscape isn't becoming an intrinsic part of marketing, it's already there. Social media has opened up numerous channels where consumers can conduct their own research from the comfort of their very own computer or device. It's also a platform where they can share their findings and experiences as well. Social media has a unique power that can connect friends and family members from across the globe, giving users a real-time opportunity to subscribe to someone else's life experience or journey. Studies have shown that users are more inclined to make decisions based on the experiences of others. According to Nielsen, 92% of consumers worldwide say they trust earned media, such as recommendations from friends and family above all other forms of advertising. Find out more.

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Make room for mobile-friendly hotel review platforms

Make room for mobile-friendly hotel review platforms | The Insight Files | Scoop.it

Travellers use hotel reviews to make decisions. Reading them on a mobile device does not need to be a clunky, time-consuming endeavour says TrustYou. The WTM Global Trends report projects  that mobile bookings will account for 35% of online bookings by 2018, and this doesn't include the travellers who are driven to call by mobile search. A Google study found that 58% of respondents would be extremely/very likely to call a hotel if the capability were available on mobile search. Clearly, the revenue potential for bookings from mobile devices is extraordinary. However, the industry is struggling to keep up with demand, with only 45% of global hotels currently accepting mobile bookings according to TripAdvisor. In the meantime, travellers are increasingly using mobile devices to do their travel planning research, and Expedia is reportedly developing a way for travellers to begin a booking on a mobile device but transfer it to PC. According to a ComScore report, exclusive mobile visitors add an incremental 48% over desktop. Find out more.

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Panos Fotiadis's curator insight, May 19, 2015 3:20 AM

do you have a "call us" button on your hotel's mobile website ? Do you accept mobile bookings? If not, better think about it!

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What top travel sites looked like five years ago

What top travel sites looked like five years ago | The Insight Files | Scoop.it

Travel sites have seen significant redesigns during the past five years alone creating more simplicity for users. Simplicity best describes the overarching theme of how sites have evolved since 2010, moving towards showing users the search and booking fields first and then letting them scroll down to find out more. The messaging, or slogans, of these sites have changed along with how the sites grew during the past five years. Airbnb and Uber were still in their infancies in 2010, with their sites at the time certainly reflecting it. Uber's homepage illustrates how the sharing economy has grown in less than a decade. Skift has pulled desktop screenshots from 15 top travel sites using archive.org's Wayback Machine to see what a particular site looked like on a given day in 2010. Click here to view these examples along with links to the present-day sites for comparison.

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Improving customer experiences on social media

Improving customer experiences on social media | The Insight Files | Scoop.it

There is a reason why customer experience is so widely discussed and on top of every marketer's agenda - positive customer experiences keep customers coming back. There are many components to creating positive experiences. However, social media is often overlooked as an important aspect of a company's customer experience strategy. Social consumers are on the rise, and they expect companies to engage with them on social channels. Many consumers use social media for all aspects of customer service, from beginning to end. Notably, 67% of consumers have used a company's social media site for servicing, compared with 33% for social marketing. Furthermore, 33% of users prefer to contact brands using social media rather than the telephone. This article details tips on how to improve customer experiences on social. 

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The destination marketing live stream revolution begins with North Carolina

The destination marketing live stream revolution begins with North Carolina | The Insight Files | Scoop.it

Visit North Carolina is one of the first destination marketers to make an investment in the fast-emerging live stream arena. Periscope, Twitter's newly-acquired live streaming answer to Meerkat, has launched. Visit NC has chosen Twitter's version of live streaming, opting for the advantage of full integration with the Twitter's platform in addition to the ability to save recordings at a later date. The key is to still make it exciting and compelling to watch as it unfolds live, as live content always has a natural angle for consuming as-it-happens. The live streams are being announced on VisitNC's Twitter page, which can then be viewed only through the mobile app. The smart thing is that it basically creates a live travel show, with travel brands able to post a schedule and get everyone engaged in advance. Users can then interact with the live stream, posting comments and asking questions. Click here to learn more about the next evolution in travel shows.

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Tourism New Zealand CEO on Smarter Digital Marketing

Tourism New Zealand CEO on Smarter Digital Marketing | The Insight Files | Scoop.it

Long an infrequently visited country of untouched outdoor landscapes, New Zealand burst onto the international scene when the minds behind two remarkable movie franchises - the Lord of the Rings and Hobbit trilogies - decided to produce their films in the country more than 13 years ago. The series brought New  Zealand into the living rooms of viewers across the world, with the tourism board capitalising on it by making as many connections as possible between the real-life destination and fictitious Middle Earth in movie-goers' and travellers' minds. Tourism New Zealand's CEO knows that the time and money it takes travellers from most markets to travel to the country will forever be a challenge despite its recent rise in popularity. Skift recently spoke to Bowler about the country's unique and targeted messaging strategies, and how his and other destination marketing organisations can more effectively prove their value, as well as how he plans to build on the film's tourism lessons for future success. Click here to read the full interview.

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Demand for digital marketing specialists to increase in 2015

Demand for digital marketing specialists to increase in 2015 | The Insight Files | Scoop.it

Demand for specialised skills in digital marketing will continue to increase in 2015 as more companies optimise their websites for mobile and IT and marketing departments work more closely together. Recruitment company Hays has put together a list of the top 10 talent trends for 2015. As business confidence rises and more companies invest in full-time hires, technology will be a major area in demand. Hays Australia and New Zealand managing director Nick Deligiannis says: “Digital marketing will also be a big area of jobs growth. As the technology and marketing worlds integrate, mobile optimisation will continue to be a significant priority for  businesses." Click here to view the top ten talent trends for 2015.

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Generation Z wants to interact with digital ads

Generation Z wants to interact with digital ads | The Insight Files | Scoop.it

Kantar Millward Brown has released what it claims to be the first global research into how Generation Z - people aged between 16 and 19 - respond to advertising. The AdReaction study also compares and contrasts this group with Generations X and Y. While the study does not talk about specific verticals, it offers some insight for travel firms who are targeting this group or who want to start getting their brand into the orbit of these potential travellers. The topline takeaway is that Gen Z, despite being 'born with a mobile phone in their hand' are quire responsive to 'traditional advertising' - in fact, the study says that Gen Z are generally more open to outdoor and TV ads even though they spend more time online. Find out more.

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Top ten mistakes hotel websites make on design and usability

Top ten mistakes hotel websites make on design and usability | The Insight Files | Scoop.it

Hotel websites should be modern, aesthetically pleasing, inviting and show off your property. This article outlines a list of ten mistakes that can hurt your hotel website revenue with respect to both design and usability:

 

  1. Missing phone number.
  2. Fluffy homepage taglines.
  3. Music.
  4. Cannibalising your own traffic.
  5. Poorly embedded videos.
  6. Bad photography.
  7. Beware of press releases.
  8. The dreaded restaurant and spa menu PDF.
  9. One call-to-action.
  10. Bad booking engines. 

 

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Eve-Line Boulle's curator insight, October 17, 2016 8:28 AM
"This article outlines a list of ten mistakes that can hurt your hotel website revenue with respect to both design and usability:
Edwards of Gwynedd's curator insight, October 19, 2016 10:21 AM

Some tips from down under!

Fabien Quezel's curator insight, October 23, 2016 2:59 AM
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Required: one mobile app to rule them all

Required: one mobile app to rule them all | The Insight Files | Scoop.it

More than half of travellers would like a mobile app that covers every aspect of their transportation needs, a survey of consumers has found. The Priceline Group asked American travellers about their desires for travel services in a mobile world, with 54 per cent saying they want a single, integrated application that covers planning, booking and ticketing across all forms of travel. The study also found that four out of ten travellers wanted a virtual assistant to help with their travel selections by offering recommendations. 59 per cent of respondents said they would reconsider selecting a destination if it had lack of mobile access or Wi-Fi connections. Almost a half of those surveyed said they would use a virtual reality headset to preview a travel destination. Find out more.

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How to keep your marketing strategy out of the Stone Age

How to keep your marketing strategy out of the Stone Age | The Insight Files | Scoop.it

The future of marketing isn't technology for technology's sake - it's a finessed, consumer-centric approach that prioritises relevant and meaningful experiences. Naturally, technology will allow the experiences to exist in the digital world, but it's the combination of art and science - strategy and technology - that will separate the disruptors from the disrupted. This article explains how to become an experience-led business in order to stay ahead of the pack. In general terms, an experience-led business will use audience insights in order to determine who the consumer is and what they're looking for, and then pair that data with a map of the customer's journey - including common engagement touch points, frequency and device. Once the necessary data has been gathered, it's up to the marketer to craft and deliver the most unique and personalised conversion experience possible. Done properly, the strategy will improve conversion rates and build brand equity. Find out more.

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The biggest ways social media will change in 2016

The biggest ways social media will change in 2016 | The Insight Files | Scoop.it

This article details how the social media landscape will change in 2016, including advice on how to prepare for these advancements.


Among the major trends include:


  1. Live streaming to go mainstream.
  2. The opening up of on-platform content.
  3. Smarter use of Snapchat.
  4. Video to continue to beat static content.
  5. Virtual reality content to make its first appearance.


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The science behind the most popular infographics

The science behind the most popular infographics | The Insight Files | Scoop.it

Like a well-written article, a good infographic tells an in-depth story that elicits an emotional response. This article outlines elements that smart, shareable infographics should all have:


  • A clear angle
  • Accurate data
  • Scope
  • Flow
  • Logo


Additionally, the infographic above, produced by Siege Media, offers clear, useful data points about the 1000 infographics that had the most social shares over the last year. Find out more.

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Ten tips for travel search marketing

Ten tips for travel search marketing | The Insight Files | Scoop.it

Both leisure and business travellers use the web for researching travel plans. Therefore, search marketing plays a hugely important role in defining how and where travellers are going to learn about destinations and products. Yet in the maelstrom of recent years, when many have questioned how important Google can still be given its own entry into travel search through Hotel Finder and Google Flights, many of the tactics have fallen by the wayside. Hanapin Marketing, a UK-based agency which works with a number of travel and tourism brands, has produced a handy, back to basics guide to search marketing in the travel industry.

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Hotel loyalty programs can bring digital rewards in real life

Hotel loyalty programs can bring digital rewards in real life | The Insight Files | Scoop.it

Consumers are beginning to expect digital rewards as part of their loyalty to a hotel, airline or online travel agency brand. Simple rewards such as Twitter or Facebook mentions, responses to online messages and interacting with online content are becoming less of a reward and more of an aspect of online customer service. This article lists the advantages and disadvantages of incorporating digital rewards into your hotel's loyalty scheme. Among the advantages include cost-effectiveness, greater flexibility/more possibilities and speed. Examples of digital rewards may include badges, stickers and stamps, online-only offers, content-creation competitions and suggestion boxes. Find out more.

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Consumers more influenced by UGC than any other promotion type

Consumers more influenced by UGC than any other promotion type | The Insight Files | Scoop.it

Consumers begin dreaming about and planning trips as a result of content that captures an experience they would also like to have. Travellers have always responded to the potential within a well-chosen marketing image, but user-generated content (UGC) goes beyond presenting what's possible. According to the latest research conducted by Rivet, consumers are more influenced by UGC than any other type of promotion. While 47% of Americans trust paid advertising, 92% trust earned promotion, finding it more relevant to their purchasing journey. UGC can do more than pique interest in a destination; it can be part of a process that inspires bookings and creates qualified leads that companies can firmly assess. However, without the ability to calculate its impact, many organisations have been hesitant to rely on UGC. By integrating UGC into a company's marketing mix in the most affordable, repeatable, scalable and measurable ways, organisations can view the positive correlation between displaying experiential content and increasing the conversion of dreamers to bookers.

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Massimiliano Piergentili's curator insight, May 7, 2015 2:09 AM

I contenuti influenzano sempre di più le scelte degli utenti #internet

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Adobe Summit: The Digital Marketing Conference

Adobe Summit: The Digital Marketing Conference | The Insight Files | Scoop.it

The Annual Adobe Summit was held on the 9th to 13th of March in Salt Lake City, Utah and was attended by over 7,000 delegates from over 44 countries. The conference theme was that reinvention is a journey for marketing. Technology is evolving from the internet of things to the internet of experiences and companies are in the process of transforming to adapt to this rapid change. Watch and learn more about digital marketing trends with more than 135 sessions of in-depth knowledge in all areas of digital marketing from the summit.

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How top travel brands on social media perform on Pinterest, Vine and Tumblr

How top travel brands on social media perform on Pinterest, Vine and Tumblr | The Insight Files | Scoop.it

Any travel brand that expects to do well on social media has a strong presence on at least half of the Facebook, Instagram, Twitter and YouTube platforms. Skift took a look at the brands that drive the highest social activity within the most active social sectors, and compared what they are doing on image-dependent platforms like Pinterest, Vine and Tumblr. Of the top five airline, booking sites, destinations, hotels and media brands, Skift found that 75% are on Pinterest, 70% are on Vine, and 30% are on Tumblr. The top five destination travel brands by followers are:


  1. Walt Disney Resorts
  2. Tourism Australia
  3. Visit Philly
  4. U.S. Department of the Interior
  5. Tourism and Events Queensland


Click here to view the top media brands, airlines, booking sites and hotel brands by followers.

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Les immanquables du tourisme's curator insight, April 12, 2015 4:08 AM

L'importance des réseaux sociaux pour les organisations touristiques 

Olivier P. Soares's curator insight, April 13, 2015 4:12 AM

Some good examples of travel companies using social media channels for their own and rightful purposes.


What can we learn from this ?

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Marketing watch: Digital marketing trends for 2015

Marketing watch: Digital marketing trends for 2015 | The Insight Files | Scoop.it

The new year begins well-intentioned on the marketing front. Marketing plans, heavily crafted and finessed in 2014, begin to be implemented - only to discover that the landscape has shifted, making said plan obsolete. Cross-channel marketers at Signal have put their marketing tools to the grindstone of reality, with the result being some of the most important digital marketing trends of the year. From beacons to data cooperatives that allow a consistent higher-level understanding of the customers, these trends continue to push marketers to become technologists. Rather than simply creating strategies to leverage other people's platforms, the successful marketer must become a voice for marketing technology organisation-wide.

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