The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Web hotel reviews overwhelmingly from those sharing the love

Web hotel reviews overwhelmingly from those sharing the love | The Insight Files | Scoop.it

Nearly four out of five of all hotel reviews are from guests that have had a satisfactory experience, data from 70 million reviews has shown. The Global Hotel Reputation Benchmark Report from Revinate, analysing items of feedback over the last two years from review sites around the world, found that four and five-star reviews made up 79.6% of the total volume. Just 8.2% of all reviews came within the one or two star range. Revinate calculates that there is a general increase in the number of reviews to mid-range properties, with increases of 12%, 13.5% and 14.5% respectively in 2016 compared to the previous year. Find out more.

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Over half of all travel-related searches are for hotels

Over half of all travel-related searches are for hotels | The Insight Files | Scoop.it

Travellers are mostly looking for information and inspiration about hotels and destinations, rather than air tickets, when using search engines such as Google. Research from guest feedback platform TrustYou found that 57% of consumers search for hotels, 49% are looking for a destination, and almost a third are searching for a combination of both. But the power of a brand is less strong than what hotels are hoping for, with just 20% of consumers saying they are likely to click on a hotel's website link when it appears in a hotel listing on Google. The survey results for US consumers showed that hotels remain the primary accommodation type for users of search engines, at least initially. Find out more.

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The click is dead - all channels lead to mobile

The click is dead - all channels lead to mobile | The Insight Files | Scoop.it

Airlines, hotels, tour operators and rail providers, among other segments of the travel industry, are focusing on having the right presence across multiple channels. More importantly, they are looking at how they can deliver a consistent and seamless user experience across their websites and mobile apps so that travellers can view, search and book their trips seamlessly, even when those steps are performed on various devices. Clearly a responsive designed, mobile optimised website is the prerequisite mechanism to achieve this consistency. This article outlines four things to consider in your company's mobile strategy in order to fine-tune the customer's experience:

 

  1. Go for the swipe, pinch and tap.
  2. Location, location, location.
  3. Go further together.
  4. Purchase on the go.
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Global travellers are embracing alternative payment methods

Global travellers are embracing alternative payment methods | The Insight Files | Scoop.it

Credit cards and debit cards are the most popular payment method for travellers across the globe, but recent data proves that times are changing. Worldpay, a leader in the electronic payment services industry, recently surveyed 12,000 people in six different countries who have booked a flight or holiday in the past year to better understand why people pay the way they do. The findings revealed that global travellers are embracing alternative payment methods for travel more than ever - when booking holiday packages, travellers in the USA, Australia and Brazil overwhelmingly choose to pay with credit cards. Travel industry providers have no choice but to adapt to the growing trend, or risk alienating the technologically savvy traveller of the future. Find out more.

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65% Of Aussie business leaders not ready to adopt mobile, AI or VR

65% Of Aussie business leaders not ready to adopt mobile, AI or VR | The Insight Files | Scoop.it

According to survey findings by Squiz, the vast majority of business leaders are not ready to adopt mobile, AI or VR technologies. 65% of Australian business leaders are not prepared or have no plans to address either Artificial Intelligence (AI) or VR (Virtual Reality) technology, according to a recent survey of Australian business leaders. Of the 93% who do not currently use either technology, 27% plan to adopt AI and 28% plan to adopt VR within the next 12 months. When asked to identify the perceived advantages of the emerging technologies, Australian business leaders claimed that AI would help reduce human error and automate tasks. For VR, the advantages included improving customer experiences and assisting with marketing and events. Find out more.

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Understanding Instagram and Snapchat user demographics

Understanding Instagram and Snapchat user demographics | The Insight Files | Scoop.it

In this report, Skift examines the new breed of social networks build upon heavy content. Instagram and Snapchat have amassed just short of 500 million daily users combined, with a clear demographic preference - Millennials and Gen Z. Instagram has 500 million monthly users, versus 313 million for Twitter and 1.7 billion for Facebook according to each company's numbers. The demographics of these two networks are different from the others, and their users have different expectations for how they communicate with each other and with brands. Find out more.

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Think with Google: Mastering mobile

Think with Google: Mastering mobile | The Insight Files | Scoop.it

By 2021, an expected 6 billion people will have access to the internet and most of them will be accessing it through a smartphone. Every day around 3.4 million people get their hands on a new internet-connected mobile device. To help advertisers better understand the best practices in mobile UX and site speed, Google undertook a project to benchmark 316 mobile sites in the travel, retail and finance verticals across Europe. Usability and speed are essential to a positive customer experience, with 30% of consumers expecting a one second or less page load, with 18% expect instant page load. Find out more.

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Mobile marketers should follow the lead of Asia Pacific brands

Mobile marketers should follow the lead of Asia Pacific brands | The Insight Files | Scoop.it

More than half of the world's smartphone users will be located in the Asia Pacific region by the end of 2016, according to eMarketer - and this share is expected to rise further over the coming years. Given that in much of Asia Pacific, 'digital marketing' equals 'mobile marketing', a strong culture of mobile innovation has emerged. As a result the eyes of marketers in other regions are turning to Asia to see what can be learned about inspiring consumers to interact and engage with their brand. Despite the rapid growth in content consumption on smartphones, consumers are less receptive to advertising messages delivered on mobile devices than via TV and online. As a result, it is important to undertake a strategic and creative approach to mobile. Find out more.

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How virtual reality is going to change the travel industry

How virtual reality is going to change the travel industry | The Insight Files | Scoop.it

Virtual reality is an exciting media form that creates an artificial environment for the user –whether it is part of a real or imagined world. It suspends the user in that specific environment, allowing them to be immersed in a world where they can interact with it in such a way as to create sensory experiences involving sight, sound and more. This article outlines five ways that virtual reality is changing the travel industry, including:

 

  1. Try before you buy.
  2. Inspiring people to travel.
  3. Accessible marketing.
  4. Expectations will rise.
  5. New opportunities.

 

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Travel apps lag behind mobile web for finding travel information

Travel apps lag behind mobile web for finding travel information | The Insight Files | Scoop.it

A major study of search and booking behaviour has found that applications come second best when it comes to how consumers access travel info on devices. The Expedia Media Solutions examination of consumer habits in the UK found 92% of tablet users favoured mobile websites compared to apps. The world of apps have a better showing on smartphones but are still not the primary method at 47%. Some of the headline findings of the report include:

 

  • 3/4 digital UK users are regularly consuming travel content.
  • Some 2.4 billion minutes is spent every year in the UK on digital travel content.
  • 49% claim they use both mobile and desktop for finding travel information last year, compared to 34% the previous year.

 

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Tasmania tracks tourists via their smartphones

Tasmania tracks tourists via their smartphones | The Insight Files | Scoop.it

In research which could reshape the multi-billion dollar tourism industry, select holidaymakers arriving in Tasmania are handed phones loaded with free data, than tracked via an app as they travel around the state. The result is detailed information on how long someone stands at a lookout, walks through a national park or browses an art gallery - potentially lucrative information for tourism operators. The project, undertaken by Sense-T - a research collaboration involving the University of Tasmania and the state government is the largest and longest of its kind in the world. So far 337 tourists have taken part in the project. Find out more.

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82% of marketers see social media marketing as core to their business

82% of marketers see social media marketing as core to their business | The Insight Files | Scoop.it

Salesforce have released their third annual ‘State of Marketing’ report, incorporating feedback from some 4,000 marketers worldwide to get a handle on how they see the evolution of the role of marketing, how teams are approaching data and customer experience and what digital marketing channels are drawing the most attention (and best results). The report contains a range of insights, with a particular focus on social and digital marketing trends which marketing view as important. Among the key findings include:

 

  • 82% of marketers agree that social media marketing is now core to their business.
  • 67% of marketers are looking to increase their social media advertising budgets in the next 12 months.
  • In 2016, marketers are set to spend more than two-thirds of their total budget on digital marketing channels.
  • 75% of respondents report that social media marketing is currently generating ROI.
  • More than three-quarters of respondents also agreed that content marketing is now core to their business, with high performers also making best use of user-generated content.
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Travel brands are missing out on Snapchat

Travel brands are missing out on Snapchat | The Insight Files | Scoop.it

With 100 million active users and seven billion daily video views Snapchat is already seen as a maturing platform by several brands from television networks to lifestyle publications. So far travel brands haven't taken the bait. Considering 45% of Snapchat's users are aged 18 to 24 years old, the highest percentage for that age bracket compared to any social networking according to ComScore, maybe brands are wary of spending time and money with an age demographic that won't convert to a lot of bookings. Instagram and Facebook's user demographics are more distributed in comparison; 23% of Instagram's users are in the 18 to 24-year-old group and 26% are between 25-34 years old, while for Facebook, 18% of users are 18 to 24 years old, 22% are 25 to 34 years old, and 19% are 35 to 44 years old. Some brands though see an opportunity in introducing themselves to these younger audiences and integrating their stories into those of Snapchat influencers they work with, even without an immediate expectation for bookings. Find out more.

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Social is more than likes, it is about dimensions

Social is more than likes, it is about dimensions | The Insight Files | Scoop.it

Growth strategy specialist agency Vivaldi has analysed the performance of 11 airlines in terms of their "social currency". This is a phrase the company introduced in 2010 in an attempt to quantify how effectively brands fit into how consumers manage their social lives in today's digital and mobile age. The theory behind social currency is different from other social indexes which tend to take a quantitative approach. Instead, Vivaldi's social currency score looks at seven different types of interaction or dimensions to come up with a single score. Find out more.

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Best travel sites and apps of 2017

Best travel sites and apps of 2017 | The Insight Files | Scoop.it

This Huffington Post article outlines twelve of the best travel sites of 2017, popular with travel bloggers and backpackers alike. These apps take care of every part of the travel process, from finding the cheapest flight to planning day-to-day activities. Among the examples include:

 

  • Sygic Travel - lays out attractions by city on a map. Click on each one for a description and a list of tours which can be booked on the spot.
  • Utrip - this site creates a day-by-day itinerary tailored to your interests, factoring in desired destination, budget and factors such as dining, history, shopping and saving money.
  • Roadtrippers - includes an interactive map of restaurants, attractions, hotels, natural wonders and 'weird stuff' along your road trip route.
  • TripIt - keeps details for your flights, hotels, car rentals, restaurant reservations and other travel plans in one clean, convenient place so they can be accessed with ease.
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Vagabond Lifestyles's curator insight, March 3, 8:23 AM
Awesome tools to plan your next trip around town or around the globe.
 
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Ground-breaking virtual reality study showcases strong emotional engagement for brands

Ground-breaking virtual reality study showcases strong emotional engagement for brands | The Insight Files | Scoop.it

YuMe, Inc., the global audience technology company powered by data-driven insights and multi-screen expertise, and Nielsen, has released a neuroscience-informed research report demonstrating how the unique power of virtual reality platforms present marketers with incredible potential, as well as new challenges, in delivering highly immersive experiences that can elicit strong emotional engagement. It has also reinforced the need to align content with the right platform to produce optimal consumer engagement. Click here to download the infographic of key findings.

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Research reveals the real reasons people abandon online purchases

Research reveals the real reasons people abandon online purchases | The Insight Files | Scoop.it

Behavioural marketing solutions company Salecycle has released the results of key reasons why people abandon their online shopping, including travel sales. Taken from a consolidation of over 500 global brands, the report looks at the top reason for abandoning online shopping was due to users just researching (34%), shipping costs or times not being acceptable (18%), prices being too high (18%) or them preferring to buy in-store (15%). The research revealed the travel sector continues to see the highest average rates of abandonment at 80.4%. This highlights the struggle for online retailers to stay price competitive in terms of their products and services as well as shipping costs in a very saturated market. Find out more.

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Panos Fotiadis's curator insight, December 15, 2016 3:01 AM
An interesting issue
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Travel app usage is soaring, but consumers are restless

Travel app usage is soaring, but consumers are restless | The Insight Files | Scoop.it

A new study and white paper from Neumob provides detailed and proprietary consumer research that shows how travel app users respond to poor app performance. According to the report, 90% of the minutes spent on a smartphone are within apps, as opposed to surfing on mobile browsers. Among the top ten travel apps for the USA, UK and Australia includes TripAdvisor, Uber, Airbnb and Trivago. 82% of the survey's UK and US respondents had in fact booked an airline ticket, train ticket or hotel using a mobile app over the last 12 months. What's more, 84% of respondents expected a travel app to load on their smartphone in 3 seconds or less, with 51% expecting 2 seconds or less. Find out more.

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Panos Fotiadis's curator insight, December 8, 2016 3:11 AM
The usual suspect
VIPJourneys's curator insight, December 27, 2016 2:45 PM
Love this story. Have you found any info on Axus app?  We at http://vipjourneys.com are testing it out.  Just asking. 
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How virtual reality holidays are moving to compete with the real thing

How virtual reality holidays are moving to compete with the real thing | The Insight Files | Scoop.it

A growing list of airlines and holiday spots are courting visitors with virtual experiences that offer options that nearly rival the real thing. If nothing else, VR can be a time-saver for travellers, as they can know what to expect and can allocate time to those activities they would like to visit at the destination. The technology's rising popularity is swelling the ranks of destinations telling their story with virtual reality apps growing. "For now, VR is the closest a traveller can get to the idea of physically being at a destination, but it can't replace the act of travel, it can only enhance it," CEO and Creative Director of Start VR. Find out more.

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Aussies planning and booking travel across digital devices on rise

Aussies planning and booking travel across digital devices on rise | The Insight Files | Scoop.it

Australian travellers rely on digital devices more than ever before, increasing their use of smartphones, computers and tablets for researching travel options and purchasing flights and hotel rooms. In fact, nearly half of consumers use two or more digital devices when planning and booking travel, according to a new survey of 500 Australian consumers conducted by Signal. Key findings include:

 

  • The future of travel planning and booking is increasingly mobile.
  • Mobile-loving Millennials drive the trend.
  • Travellers want individual experiences.
  • Leverage customer data to understand the cross-device journey.
  • Be a resource to travellers by delivering seamless experiences across touchpoints.
  • Use profile data to deliver the personalisation and relevance travellers want.
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Building mobile strategy around existing customer interactions

Building mobile strategy around existing customer interactions | The Insight Files | Scoop.it

Tourism brands are losing business to mobile-savvy competitors, not only during the booking phase but also at the destination. While the average traveller spends 13 hours online planning a trip before they book, they spend more time on their mobiles upon arrival, researching tours, bars and restaurants. Travel brands which fail to optimise for mobile are missing out on this inceremental revenue. Travel marketers should look at how their existing customers are interacting with them on mobile and build their strategy around that. Find out more.

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Jaswinder Deswal's comment, October 5, 2016 7:41 AM
new year packages near delhi @ http://resortsneardelhi.co.in/NewYearPackages-5
Jaswinder Deswal's comment, October 5, 2016 7:41 AM
new year packages near delhi @ http://resortsneardelhi.co.in/NewYearPackages-5
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Build social relationships with influencer marketing

Build social relationships with influencer marketing | The Insight Files | Scoop.it

An influencer is someone who has an active following and can move their followers to take action. Influencer marketing involves connecting with these thought leaders to build a mutually beneficial relationship. Influencers can be social media experts, bloggers, YouTube users and celebrities. The benefits of influencer marketing include access to larger audiences, user-generated content and more credibility. The infographic above highlights why influencer marketing can be so effective. Find out more.

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Airbnb encourages experiences, not just destinations

Airbnb encourages experiences, not just destinations | The Insight Files | Scoop.it

Airbnb has announched a new revamp that offers an alternative to mass produced tourism, encouraging people to travel with experiences in mind rather than detinations. Sydney and Melbourne will be included in a new innvoative matching system designed to understand travellers' preferences and then match them with the homes, neighbourhoods and experiences that meet their needs. In an online poll of US travellers commissioned by Airbnb, it becomes clear how much modern tourism misses the mark when it comes to globe-trotting. Respondents said they feel overwhelmed with the crowds at tourist attractions, with people finding it as stressful as going to the dentist (48%) or doing their taxes (52%). Only one quarter of travellers felt their last holiday exceeded their expectations. Find out more.

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Which industries are the most digital and why?

Which industries are the most digital and why? | The Insight Files | Scoop.it

Recent research from the McKinsey Global Institute has looked at the state of digitisation in sectors across the U.S. economy and found a large and growing gap between sectors, and between companies across sectors. The most digital companies see outsized growth in productivity and profit margins. The technology sector - unsurprisingly - comes out on top, closely followed by media, finance and professional services, all of which have far more sophisticated digital capabilities than the rest of these economy. Companies in leading sectors have workforces that are 13 times more digitally engaged than the rest of the economy. Find out more.

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Vagabond Lifestyles's curator insight, June 20, 2016 10:30 AM
More important how are this industries spend there money and effort in reference to their digital capital.
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Using Snapchat for business in 2016

Using Snapchat for business in 2016 | The Insight Files | Scoop.it

Snapchat is a mobile phone photo-messaging app that allows users to take photos and short videos that remain viewable to recipients for approximately 10 seconds; after that, the 'snap' disappears into the dark tubes of the interwebs, never to be seen again. To expand its services, Snapchat has added live text, chat and video calls between contacts, which has helped increase use of the application among younger audiences -


  • Snapchat has roughly 26 million users in the United States.
  • 77% of college students use Snapchat daily.
  • 58% of college students would be likely to purchase a brand's product or service if they received a coupon on Snapchat.


This article highlights quick tips on how to get your business started with Snapchat, as part of your organisation's marketing strategy in 2016.

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