The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. MMGY found that 37% of people make a travel decision based off of images. Here are a few ways destination marketing organisations (DMOs) can share their story:

 

  1. Identify the iconic - a destination must find its unique identity and then create content that tells the story of its individuality. A destination's brand identity often features overarching themes relevant to the area such as good, culture, heritage or outdoor adventure.
  2. Consider point of view - since travel is inherently personal, incorporating a first-person point of view can help potential travellers imagine themselves in the destination and visualise what they would experience on their trip.
  3. Add interactivity - interactive elements can engage potential travellers in a destination's story. Through interactivity, users can participate in an online experience, making the virtual experience even more personalised and real.

 

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How technology is affecting the way we travel

How technology is affecting the way we travel | The Insight Files | Scoop.it

New technologies have transformed the tourism and travel industry, affecting and changing every aspect of a trip, from how consumers choose a destination, to how they got there, and how they interact with their surroundings. Immersive video and virtual and augmented reality are making travel more enticing, and uncommon destinations more approachable.

 

  • Through VR experiences, destinations, hotels, airlines and other players in the hospitality space can entice travellers by letting them explore and deeply understand what they may experience.
  • Augmented travel has the potential to create increased exploration on a micro level.
  • Translation technology is creating new lines of communication and eliminating language barriers.
  • The ubiquity of sharing economy platforms is fuelling travellers' confidence and allowing them to be more exploratory.

 

Machine learning, VR, AR and the sharing economy are transforming the ways people move about their neighbourhoods, expanding the destinations that travellers seek to visit and enhancing the level at which they engage with their surroundings. Find out more.

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Ralph Delius's curator insight, March 24, 1:36 PM
Technology affects everything else so it makes sense that it affects the way we travel.
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Snapshot of the American Traveller

Snapshot of the American Traveller | The Insight Files | Scoop.it

Travel is a large - and growing - sector in the United States. In 2015 alone, American travellers logged 1.7 billion trips for leisure purposes. We know that Americans are travelling, but how are they consuming digital travel content, what influences their travel decisions and how can marketers best reach and influence them? Expedia's new research, conducted by comScore, analyses the path to purchase of American, British and Canadian travellers and shows when, where and how consumers in each of these countries book a trip. Expedia have developed an infographic, highlighting the travel behaviour of the American traveller. Find out more.

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Booking paths of American, British and Canadian travellers

Booking paths of American, British and Canadian travellers | The Insight Files | Scoop.it

A new report from Expedia Media Solutions identifies trends and behaviours of American, British and Canadian consumers in the 45-day digital journey leading up to a travel purchase. In all three regions, digital travel content consumption is one the rise. There are 806 million minutes spent on digital travel content in Canada, 2.4 billion minutes in the UK and 8.7 billion minutes in the US, a year-on-year growth in each. While the time spent on travel content varies, the study found that travellers in the three countries share some behavioural similarities when it comes to travel planning. Download the full report here.

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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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Mapping the traveller's path to purchase

Expedia Media Solutions, in partnership with Millward Brown Digital, has conducted a deep dive into the role that various travel sites play throughout each stage of the consumer path to purchase. The resulting report shares key insights into how the various phases throughout this journey – inspiration, research and purchase – provide valuable opportunities for travel marketers to influence consumers to ultimately book with them. For travel brands, it paints a clear picture of where to most effectively direct marketing budgets and strategic partnerships.

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Aussies are taking the most annual leave in seven years

Aussies are taking the most annual leave in seven years | The Insight Files | Scoop.it

Expedia’s 2015 Vacation Deprivation study has revealed that Aussies are taking the most annual leave in seven years. Now in its 15th year, the 201 Vacation Deprivation study surveyed 9,723 employed adults across 26 countries in Asia Pacific, Europe, North America and South America. Globally, the report found that the median number of paid annual leave days available to workers is just less than 25 days per year, in addition to public holidays. Collectively, workers take about 20 of them, leaving 20% unused. In Australia, employees are entitled to, on average, 20 days per year. While almost 63% of Australians take all their entitled annual leave, the average Australian has two days unused each year - the lowest amount in seven years - indicating that Aussies are increasingly keen to make the most of their time off work and value the benefits of taking annual leave. Find out more.

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It’s not on Instagram? It didn’t happen

It’s not on Instagram? It didn’t happen | The Insight Files | Scoop.it

Great photo opportunities are now one of the driving forces behind Australians’ choice of holiday destination. The annual 'State of the Nation' report by travel search site Expedia.com.au found 85% of the 5450 people surveyed consider social media potential before booking a holiday. Enhanced photo capabilities of smartphones are helping to drive the trend, and 56% of those surveyed said a digital camera was now a travel essential." Travel is a key part of the Australian way of life and it's not surprising Australians are inspired to keep a bucket list when they're surrounded by inspiring travel stories on social media, TV and in magazines," said Expedia Managing Director Australia and NZ. Find out more.

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Digital Communication Students's curator insight, December 4, 2015 7:19 AM

¿Si no está en Instagram, es que no ha pasado? Actualmente el pensamiento común es inconscientemente muy parecido al de la cuestión mencionada. ¿Por qué de repente tenemos que hacernos una foto en cada sitio que visitemos? ¿Por qué la necesidad de compartirla? ¿Dónde van esas fotos luego? 

Guardamos millones de fotos al año en nuestro ordenador o móvil y, sin embargo, ¿Dónde van? Son tantas que es casi imposible que unos años después las visualices. 

Y hacemos tantas que ya no disfrutamos de lo que tenemos delante. En un concierto preferimos hacer fotos o grabar videos que estar disfrutando de la música. 

Observa la fotografía del siguiente enlace: http://www.guioteca.com/virales/quien-lo-esta-pasando-mejor-en-esta-imagen-la-gran-leccion-de-una-abuelita-que-se-volvio-viral/

 

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Tourism Australia and Expedia join forces to promote Australian tourism

Tourism Australia and Expedia join forces to promote Australian tourism | The Insight Files | Scoop.it

Tourism Australia and the Expedia group have signed a multi-million dollar three-year marketing partnership aimed at developing campaigns and content to increase international travel to Australia. The three year MOU represents the first formal agreement which Tourism Australia has entered into with a global online travel agency. The new commercial agreement is a deliberate move to focus on strategic partnerships which increase travel bookings and drive yield. Tourism Australia Managing Director, John O'Sullivan, said "our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped Australia.com website."

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Why Australians are the worst at taking holiday leave

Why Australians are the worst at taking holiday leave | The Insight Files | Scoop.it
Australians on average have more days of unused holiday leave compared with Americans and the British, according to a new global "vacation deprivation" report from online travel group Expedia. Many Australians did not take leave because they felt unable to plan it due to work commitments. Others said their employer did not let them take all of the leave they wanted and some stockpiled leave to take the next year. Furthermore, 11% of Australians took no annual leave last year. Some may have been among the 48% of Australians who believe they needed to be in a job at least a year before asking for annual leave, despite it accruing daily. Increasingly, the trend is toward short-haul trips including Melbourne, Sydney, Bali, the Gold Coast, Auckland and Singapore, with bookings growing at twice the rate for long-haul destinations.
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Holidays make people happier than money

Holidays make people happier than money | The Insight Files | Scoop.it

Expedia has released the results of the 2014 Vacation Deprivation study, an annual study of holiday habits among 7,855 employed adults across 24 countries in Asia Pacific, Europe, North America and South America. This is the study's 14th year. It continues to show a sharp disparity in holiday behaviour across continents.  Europeans, by far, enjoy more holiday time than their peers in the Asia Pacific and North America, earning nearly twice as many paid holiday days every year. Click here to view the rest of the study's findings.

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The impact of millenials upon the travel landscape

The impact of millenials upon the travel landscape | The Insight Files | Scoop.it

In a study commissioned by Expedia, research has been conducted into how millennial travels differ from their older counterparts. Conducted across five continents, the study involved surveying a sample of 8,535 in 24 countries according to their likes, dislikes, preferences and pet peeves. Sharp differences emerged in the Future of Travel analysis, particularly the differing value that younger travellers place on mobile and on loyalty. Millennials spend more freely, complain more loudly and crave mobile devices for travel. The study aims to discover how millennials will impact the travel landscape as they gain decision-making power at work and purchase power in their personal lives. To read the full report, visit: http://viewfinder.expedia.com/features/future-of-travel-report.

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Online travel’s new dynamic duo: Expedia and Wotif - Roy Morgan Research

Online travel’s new dynamic duo: Expedia and Wotif - Roy Morgan Research | The Insight Files | Scoop.it
The news that US-based online travel booking service Expedia is taking over Aussie-owned Wotif.com Holdings has far-reaching implications for the Australian travel industry.
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2016 travel trends shed light on travellers’ intentions for 2017

2016 travel trends shed light on travellers’ intentions for 2017 | The Insight Files | Scoop.it

Traveller behaviours and preferences throughout 2016 gives us a hint of what lies ahead, helping to identify opportunities for the coming year. So, based on the last year, what are travellers’ intentions for 2017?

 

  • Digital content will keep booming - travellers are seeking out more and more digital travel content.
  • Leisure travel will continue to surge - travellers' intentions to take a leisure trip in the next six months has steadily increased over the last six years. Data on room nights validates this growth.
  • Traveller safety ranks as important, but budget is still paramount - budget, economic concerns and the cost of travel are generally more prohibitive than safety concerns for travellers when surveyed in 2016.
  • Looking ahead - with this ever growing expansive digital travel marketplace, it's more imperative than ever to create a cohesive, integrated travel marketing strategy.

 

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Eve-Line Boulle's curator insight, March 23, 10:08 AM
"With the New Year in full swing, looking back can help us move ahead more effectively as travel marketers..."
Ralph Delius's curator insight, March 24, 1:34 PM
Here are some of the top travel trends for 2017.
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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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Snapshot of the Canadian Traveller

Snapshot of the Canadian Traveller | The Insight Files | Scoop.it

The digital audience in Canada may be smaller than that in the UK and U.S., but Canadian consumers are highly engaged. Collectively, they spend 148 billion minutes per month interacting with digital content, and 70% are consuming digital travel content. Expedia's new research, conducted by comScore, analyses the path to purchase of American, British and Canadian travellers, and shows when, where and how consumers in each country book a trip. While the three traveller profiles share many similarities, there are defined trends we can see within the Canadian market. Click here to download the infographic and find out more.

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Inside Expedia’s Usability Lab - consumer insights

Inside Expedia’s Usability Lab - consumer insights | The Insight Files | Scoop.it

When booking hotel rooms, French travellers want to know if breakfast is included. Asian travellers are concerned about closet size and US travellers tend not to sweat the small stuff. These insights reveal patterns that property managers can use to their advantage - if you know which amenities potential guests care about, you can use that information to highlight the fact that you offer them. Expedia's Usability Lab has been designed to explore consumers' path to purchase - and to see how online design elements facilitate or hinder the process. Find out more.

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Expedia inbound international travel growth to Australia

Expedia inbound international travel growth to Australia | The Insight Files | Scoop.it

Demand from international travellers to Australia is up more than 40 per cent year-on-year in the 12 months ending March 2016, according to data from the Expedia Group. The highest increases were from travellers from the United States, United Kingdom, New Zealand, Japan and Hong Kong, with Americans as the largest inbound market recording over 30 per cent increase in demand. British travellers increased demand by nearly 50 per cent and accounted for approximately 5 per cent of all demand in Australia making the UK Australia's second largest visitor group. Find out more.

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Which nations fly the most?

Which nations fly the most? | The Insight Files | Scoop.it

Expedia.com has released the results of the Expedia Passenger Preferences Index, a worldwide study that examined the preferences and behaviours of fliers on a country-by-country basis. The study was conducted on behalf of Expedia by Northstar, a globally integrated strategic insights consulting firm, and surveyed 11,026 travellers across 22 countries in the Asia Pacific, Europe, North America and South America. Looking at the habits of Australian travellers, the study reported a quarter (24%) of Australians have flown more than five times in the past two years. This was just below the global average of 27% and well behind New Zealand, where 31% of residents said they had flown more than five times in the past two years. The most frequently flying nations were Norway (47%), Mexico (42%), India (38%) and Singapore (36%). Find out more.

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City Nomads's comment, April 8, 2016 12:38 AM
This is a very interesting study! Being based in Singapore, I can tell you for sure that Singaporeans love traveling. Love might even be an understatement for some people
Panos Fotiadis's curator insight, April 14, 2016 10:53 AM
An interesting survey from Expedia
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Mobile more important to travellers than deodorant

Mobile more important to travellers than deodorant | The Insight Files | Scoop.it

A comprehensive global study from Egencia and Expedia confirms that mobile devices are indispensable for leisure and business travellers alike. The Expedia/Egencia Mobile Index is based on a total sample of approximately 10,000 travellers, with 500 or so from 19 different countries. The top-line global finding is that a mobile phone is "the single most indispensable item travellers carry with them, ahead of their toothbrush, deodorant and driver's licence." This applies to business travellers and it is travellers from China, Thailand and Taiwan for whom their smartphone is most important. For leisure travel, the most used functions on a global scale are navigation, taking photos and engaging with social media. Travellers from South Korea, Malaysia and Thailand lead the way, respectively. Find out more.

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Expedia reveals the rise of sports tourism

Expedia reveals the rise of sports tourism | The Insight Files | Scoop.it

New research released by Expedia.co.nz shows that simply watching a live match from the comfort of their own sofa or the local pub no longer cuts it. The study shows that one in four New Zealanders are planning to travel overseas to the host cities of major international sporting events in the next 12 to 24 months. Of the top sporting events coming up in 2015 and 2016, 38% of the nation will be planning to indulge their love of the Rugby World Cup, compared to 12% planning to travel to Rio in 2016. Other sporting events on the New Zealand travel agenda include the Monaco Grand Prix, Wimbledon and the Australian Open. Find out more.

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An overview of Expedia customers in the UK

A new study from Expedia Media Solutions, the advertising sales division of Expedia, Inc., examines how U.K. travellers absorb content on the Internet and book online, as compared to United States travellers. Entitled “UK Travel Decisions in a Multiscreen World,” the 58-page study shows just how important technology has become in the global travel industry. It also shows how U.K. travellers could potentially be more rewarding to the travel industry than their U.S. counterparts. Find out more.


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Panos Fotiadis's curator insight, May 19, 2015 3:23 AM

insightful info for UK travelers from Expedia

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Travel Weekly's Power List for 2014

Travel Weekly's Power List for 2014 | The Insight Files | Scoop.it

Travel Weekly has released its Power List for 2014,  which includes rankings of the largest travel companies by sales. Two online titans dominated the year's Power List, separated by a few million dollars - Expedia and Priceline. The list continues to reflect strong recovery in the industry with many companies reporting record sales - five companies registered more than $20 billion in sales while sixteen listees recorded sales of over $1 billion. Smaller firms saw tremendous growth with or without acquisitions including Ovation Travel and Direct Travel. The trends of globalisation, mobile app development, diversification into meetings and other businesses continue to progress. Click here to view the complete list.

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Mobile: the future of travel

Mobile: the future of travel | The Insight Files | Scoop.it

The 2014 Expedia Mobile Index was conducted among 8,856 employed adults across 25 countries, with the aim of uncovering mobile behaviours, trends, and preferences among travellers. The study found that people are becoming increasingly dependent on their mobile devices (phone, tablet, wearable devices, etc.). Unsurprisingly, 97% of business travellers bring along at least one device on each trip, however notably, nearly the same number of leisure travellers—94%—said they do the same.

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Expedia/Egencia study reveals global differences in mobile behaviour

Expedia/Egencia study reveals global differences in mobile behaviour | The Insight Files | Scoop.it

Expedia and Egencia have released the results of a global study of mobile-device-related behaviour and preferences among travellers in North America, South America, Europe and the Asia Pacific. The study has revealed the deep dependence that modern travellers have on their mobile devices, with 94% of people worldwide bringing at least one mobile device on leisure holidays, and 97% bringing at least one device on business trips.

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