The Insight Files
74.1K views | +13 today
Follow
The Insight Files
Consumer trends and news curated by Tourism Australia
Your new post is loading...
Your new post is loading...
Scooped by Tourism Australia
Scoop.it!

Tourism boards admit large effort needed for relevancy in digital world

Tourism boards admit large effort needed for relevancy in digital world | The Insight Files | Scoop.it

The role and operations of tourism boards have changed massively in recent years as they continue to figure out their position in the travel foodchain. In a recent poll and analysis of 61 tourism boards around the world by Trekksoft, nearly three-quarters claim it takes "a lot of effort to stay digitally relevant" in the industry. This is despite, according to the research, more than half of their budgets being spent on digital activities. Just 9 per cent claim to have a "cutting-edge digital strategy," with 9 per cent admitting to being behind the rest of the industry and 55 per cent stating that they "try their best." Experiences are considered by over half as a vital component of a digital strategy. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Effectively reach online travel shoppers in the UK

Effectively reach online travel shoppers in the UK | The Insight Files | Scoop.it

Like digital consumers everywhere, British travellers are flooded with content as they navigate the web to research, plan and book travel. When organising a trip, they turn to numerous sources to decide where to go, how to get there and what activities to pursue. Furthermore, like an increasing number of travellers across the globe, most travellers use multiple devices throughout the purchase process. The booking journey for online travel shoppers in the UK is complex. For travel marketers, understanding it can inform how, when and where to most effectively connect with British digital consumers. Download this free Expedia whitepaper to understand the complex British traveller booking path and how to effectively reach online travel shoppers in the UK. 

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Where consumers shop for travel online

Where consumers shop for travel online | The Insight Files | Scoop.it

This PhoCusWright white paper – sponsored by Expedia – examines how leisure travellers in eight global travel markets shop for and purchase their trips, with particular attention paid to online travel shopping and booking. Among the findings, the report forecasts that more than one quarter of online travel transactions in the U.S. will be conducted via mobile devices by 2017. In China, mobile devices are predicted to capture 60 per cent of the online travel market. Across all markets, more consumers are turning to smartphones and tablets for travel information, with online travel planning and booking beginning to overtake offline channels in some markets. Download the report.

more...
Panos Fotiadis's curator insight, September 27, 2016 3:00 AM
Latest report from Expedia and Phocuswright
Scooped by Tourism Australia
Scoop.it!

The most important video marketing trends for 2016

The most important video marketing trends for 2016 | The Insight Files | Scoop.it

Based on Forbes video marketing trends of 2016, Hyperfine have produced an infographic which breaks down the 5 most important trends that you must keep in mind when creating video content in 2016. Some of the top trends include:

 

  • Branded video content.
  • Video landing pages.
  • Use of GIFs.
  • Live video streaming.
  • Using videos in email marketing campaigns.

 

Video marketing has seen a huge rise in popularity of late - among the benefits of this tool include increased video interactions and conversions, as well as boosting your company's brand image. Find out more.

more...
Vagabond Lifestyles's curator insight, September 1, 2016 9:04 AM
Fresh look into video marketing
Scooped by Tourism Australia
Scoop.it!

The state of travel brands' targeted advertising

The state of travel brands' targeted advertising | The Insight Files | Scoop.it

Targeted advertising accounted for about 70% of travel ad displays in 2015 as brands attempted to learn more information about travellers. That's according to a new report from Adadyn and EyeForTravel, a marketing technology company and travel conference, respectively, which also found that targeted advertising comprised about 60% of all non-search adverterising at the end of 2015. Yet targeted advertising made up only 25% of travel brands' ad spending last year and fewer than half of brands surveyed for the report said they currently spend money on targeted ads. The two companies surveyed 1,000 U.S. travellers and found that while 68% feel targeted mobile ads relevant to time and place are useful while some 42% said they've never clicked on a mobile ad. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

How online travel is evolving in a mobile-first country

How online travel is evolving in a mobile-first country | The Insight Files | Scoop.it

There are a growing number of countries that be considered genuine recipients of the title "mobile-first". Google conducted a major project with research house GfK this year, diving into its own search query data to try and understand what is going on in the highly mobile powerhouse of Indonesia. The sprawling South East country has a population of 255.5 million but mobile connections over 305 million. Its growing consumer base spends over three hours or more every day using a mobile device. Indonesia's mobile landscape is giving travel brands some indication as to how they may have to rethink their marketing and engagement tactics when dealing with travellers from a mobile-first world. Find out more.

more...
Eve-Line Boulle's curator insight, December 18, 2015 6:46 AM

Such countries are not those that have a vociferous tech media that would have people think the country’s populace is just like its writers (like the US), but most likely those from so-called developing economies."

Scooped by Tourism Australia
Scoop.it!

Are OTAs doing enough to capture consumer attention early?

Are OTAs doing enough to capture consumer attention early? | The Insight Files | Scoop.it

OTAs must do more to capture consumer attention earlier in the travel purchase decision funnel, says new research by Millward Brown. Consumers spend a disproportionally larger amount of time shopping other travel products prior to booking a hotel. Of those consumers who book a flight on an airline supplier site, 80% would choose a supplier site for their hotel booking. Conversely just 50% of those who book a flight on an OTA would also use an OTA for their hotel booking. For those who start researching hotels on an OTA, 66% will complete that booking with an OTA. For hotel bookers who initiate flight/car research with an OTA, 58% will ultimately book a hotel with an OTA. Hotel suppliers see the most stickiness when it comes to research leading to booking. While advertising will continue to be an essential driver for inbound traffic and conversions for OTAs, the key takeaway is that OTAs should also consider the earlier weeks in a consumer's path to purchase. The opportunity to immediately capture a booking not only increases revenue but keeps it out of the hands of competitors.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Quick facts on U.S. online travel

Quick facts on U.S. online travel | The Insight Files | Scoop.it

The U.S. travel sector is fighting an uphill battle against geopolitical events, Brexit's effects on the stock market and the U.S. presidential election. However, American travellers' desire to explore and get away remains unabated, with growth in the 4-5 per cent range projected through 2020, bringing the total travel market to US$403.3 billion that year. Download this Phocuswright infographic to learn six quick facts about what you need to know about the U.S. travel market.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

The best travel experiences using virtual reality

The best travel experiences using virtual reality | The Insight Files | Scoop.it

As virtual reality technology develops and becomes more widely adopted, brands and content creators have the challenge of leveraging the format's freedom and perspective to create new ways to experience global destinations. So far, travel brands have had difficulty determining the best way to create engaging content in virtual reality. Convention and Visitor Bureaus like Visit Houston and Tourism Australia have also worked to integrate virtual reality promotional content into their mobile apps. Today's fragmented virtual reality ecosystem, strewn across a variety of headsets and storefronts, makes it hard to have an engaging experience despite a glut of content becoming available. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Which tourism and travel website gets the most clicks?

Which tourism and travel website gets the most clicks? | The Insight Files | Scoop.it

The rise of digital technology has changed the way travellers do their research, but where exactly are they going when they open their Internet browsers? New research shows that Qantas’ website receives the most visitors in the Australian tourism and travel industry, with an average of 2.7 million people per month. Jetstar and Booking.com are the second most visited sites with 9.7% or 1.9 million of the population clicking onto them in an average four weeks. Rounding up the top five are Virgin Australia, TripAdvisor and Webjet. User-review site TripAdvisor experienced the largest increase in visitors with a 45% increase (from 6.1% to 8.8%). Find out more.

more...
The Tailormade DMC's curator insight, September 7, 2016 6:45 AM
TripAdvisor experienced the largest increase in visitors with a 45% increase...maintining the position as the leader of online travel.
Scooped by Tourism Australia
Scoop.it!

How offline and online marketing can work together

How offline and online marketing can work together | The Insight Files | Scoop.it

Digital marketing is becoming increasingly important in the modern sales cycle, but traditional methods also still have their place. This infographic looks at some of the stats around offline and online marketing and outreach methods. Among the key takeaways:

 

  • Both offline and online channels have their value when it comes to promotion and advertising.
  • All promotional methods and tools need to be constantly reviewed for ROI.
  • It's not an online OR offline marketing decision, but how they support each other that matters.

 

Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

TripAdvisor dominates web visits

TripAdvisor dominates web visits | The Insight Files | Scoop.it

It is nearly three years since TripAdvisor started its shift away from being solely a review site (with lots of display and link advertising). With the launch of on-site booking capability, TripAdvisor's position has gradually morphed into that of an online travel agency. Tnooz has conducted three cuts of Hitwise data, covering traffic in the US, UK and Australia. The data is for October 2015 and does not include year-on-year comparisons, given that this is the first time that both desktop and mobile web traffic have been combined. The key finding - TripAdvisor dominates in terms of monthly visits across the US, the UK and Australia alike. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Three out of five travel businesses check reviews immediately

Three out of five travel businesses check reviews immediately | The Insight Files | Scoop.it

There are now very few in the travel industry who think reviews do not play a role in consumer choice - but how seriously do product owners take it? TripAdvisor says part of a recent survey of more than 100,000 travellers and business owners revealed the speed in which travel reviews are read by those on the receiving end. Some 60% of businesses claim they read a review as soon as it comes in, in contrast to just 12% who check their new reviews on a weekly basis and 19% daily. 82% of owners believe reviews have a positive impact on standards in the industry, leading 70% to make steps to improve a product after acting on the content contained in reviews. Only 6% of business owners believe online reviews do not have a positive impact on the industry. More than two-thirds of travellers leave their reviews within two days of a trip or experiencing a product. Travellers said the most important elements of a review are concentrating on facts (56%), detail (48%) and being concise (41%).

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Global digital, social and mobile in 2015

We Are Social's comprehensive new report covers internet, social media and mobile usage statistics from all over the world. It contains more than 350 infographics, including global snapshots, regional overviews and in-depth profiles of 30 of the world's largest economies. Among the report's insights include:


  • Canada has the highest national internet penetration, followed by the UAE, South Korea and Australia.
  • Singapore, Hong Kong and Argentina lead in terms of the number of active accounts on the top social networks.
  • Singapore, Hong Kong and Australia dominate with respect to the number of active accounts on the top social networks accessed via mobile.
  • With a population of 23.7 million, Australia has 21.2 million active internet users, 13.6 million active social media accounts and 30 million mobile connections.
more...
No comment yet.