The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The surprising truth of millennial marketing 

The surprising truth of millennial marketing  | The Insight Files | Scoop.it

Yahoo7 has rewritten the rules on marketing to millennials, revealing many of their digital habits are very similar to Generation X and Baby Boomers. In a new report drawing from a range of studies, data and proprietary Yahoo7 research, it showcased seven key themes in which the 18-34 year old generation was more similar than different in their use and engagement with digital media. Among the themes:

 

  1. Digital daily habits.
  2. Social media.
  3. Mobile.
  4. Brand reach.
  5. Video.
  6. Emotional reaction to creative.
  7. Effectiveness of advertising. 

 

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Vagabond Lifestyles's curator insight, March 9, 8:43 AM
The habits maybe the same but the time and mediums show a huge difference
 
Ariane Benard Mechler's curator insight, March 11, 10:52 AM

Pas si différents que cela les Millennials?

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Chinese outbound travellers confirm preference for mobile web over apps 

Chinese outbound travellers confirm preference for mobile web over apps  | The Insight Files | Scoop.it

Hotels.com's Chinese International Travel Monitor shows that online travel agents are the dominant booking channel for overseas trips from China. The results are based on the responses of 3,000 Chinese residents, aged 18-54 years who had travelled overseas in the past 12 months. OTAs are the favoured option for nearly three in four of Chinese travellers, according to the report, with hotel direct accounting for 16% and offline travel agents 10%. A further breakdown shows the dominance of mobile-enabled websites over apps for OTA and hotel bookings with desktop also outperforming apps. Find out more.

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What factors are most important to travellers when reading web reviews?

What factors are most important to travellers when reading web reviews? | The Insight Files | Scoop.it

An eye-tracking study of hotel search behaviour has revealed the attributes at the heart of decision making by leisure and business travellers. The research was carried out by online reputation management provider TrustYou in conjunction with the school of hospitality management at Pennsylvania State University. Respondents were asked to provide a snippet of hotel review on various websites and then select a property they would most likely buy based on the following factors: room, breakfast, service, wellness, WiFi, food, cleanliness, amenities and comfort. Based on their browsing behaviour, the report found that leisure travellers are mostly looking for indications of cleanliness and comfort in reviews, with comfort and amenities becoming more important to frequent trippers. Find out more. 

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The cities seeing the fastest rise of travel-related Google search interest 

The cities seeing the fastest rise of travel-related Google search interest  | The Insight Files | Scoop.it

Google has combined its data on travel-related search behaviour with data from Sojern, a performance marketing engine, to analyse traveller research patterns. It turns out that Reykavik, Havana, Toronto, Mexico City and Tokyo had the fastest rise of travel-related Google search in the first half of the year. Sojern has collected anonymised booking data from 350 million travellers. Google has overlaid its own data to reveal the demographics and psychographics of who is typically researching particular destinations. Google has the capacity to use its data to paint a broader picture of consumer behaviour than individual travel brands can. Find out more.

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Panos Fotiadis's curator insight, November 8, 2016 2:49 AM
Some unexpected findings...
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A look into the millennial generation travel trends

A look into the millennial generation travel trends | The Insight Files | Scoop.it

IMI has created an infographic highlighting the search and booking behaviour of the Millennial Traveller. Among the key insights include:

 

  • 87% will look are Facebook for travel inspiration prior to booking a holiday.
  • 85% of millennials check multiple sites before booking their travel to get the best deal possible.
  • 46% book travel through a smartphone or tablet.
  • 60% will upgrade their travel experience by purchasing in-flight wi-fi, early deplaning, etc.
  • They WILL post their experiences on social media. In fact, 97% will post while traveling, and 75% will post once a day. That’s a lot of social activity.
  • 68% will remain loyal to a program that offers them the most rewardsCash / Freebies.  

 

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Vagabond Lifestyles's curator insight, June 30, 2016 8:31 AM
Really cool look at the new trends in travel
Jacques Tang's curator insight, July 4, 2016 3:10 AM
La génération née entre 1980 et 2000 analysée en mode voyage dans cette infographie
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One in three airline boarding passes via mobile by 2019

One in three airline boarding passes via mobile by 2019 | The Insight Files | Scoop.it

More than 1.5 billion boarding passes will be delivered to mobile devices by airlines within four years, a new study has suggested. Juniper Research claims the 2019 figure will be double the number estimated for 2015 at 745 million worldwide. One and a half billion will be approximately one-third of the total number issued to passengers by carriers around the world. However, with smartphone penetration increasing, plus airlines and online travel agencies continuing to push their mobile services, perhaps one in three is a little on the conservative end of the forecast spectrum. Just over half of all carriers currently have the platforms in place to issue mobile boarding passes, according to SITA, with that number expected to rise to 91% within two years.

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