The Insight Files
74.4K views | +17 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!

The gigantic growth of Chinese independent travellers

The gigantic growth of Chinese independent travellers | The Insight Files | Scoop.it

Recent analysis fusing GfK consumer trend data with detailed travel booking insights from ForwardKeys paints a picture of six trends reshaping the Chinese outbound market. The explosive growth of the Free & Independent traveller has caused a paradigm shift in size, strategy and effectiveness for destinations and their respective travel ecosystems.

 

  1. Only 6% of the Chinese population holds a passport yet it's already the world's number one source market.
  2. Rapid urbanisation is changing core values and travel preferences, with Chinese consumers clearly routing back to authenticity and seeking relevant offers that combine traditional values with pleasure seeking.
  3. Destinations perceived to offer unique historical and cultural experiences are the biggest winners.
  4. Embrace the Chinese millennials era - the key segment driving the global travel segment.
  5. Double digit FIT growth, 2nd and 3rd tier cities are driving opportunities.
  6. Chinese FIT travellers are looking to book earlier and stay longer.

 

Read more.

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

GfK: Top 10 tech trends for 2016

GfK: Top 10 tech trends for 2016 | The Insight Files | Scoop.it

To help you prepare for future consumer demand, GfK have chosen the ten key Tech Trends they believe will have the most impact on consumer needs and behaviour in 2016 and beyond. Click here to download the infographic.

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

Chinese tourists spend $229 billion in 2015

Chinese tourists spend $229 billion in 2015 | The Insight Files | Scoop.it

GfK's latest analyses of the Chinese market show that China produced 109 million outbound tourists in 2015 - with retail spend of $229 billion. This is a key milestone in China's outbound tourism history. At the same time there have been profound changes in the behaviour of the typical Chinese traveller, with Chinese Millennials firmly established as the core drivers of China's outbound tourism spending. According to GfK data, 50% of China's outbound travellers are aged 15-29 years old - the millennials group. Chinese Millennials are more ambitious than their predecessors, aged 50 and above, and more hedonistic in their willingness to spend money to indulge and pamper themselves. Chinese Millennials also cherish freedom more than their parents or grandparents, desiring the ability to pursue their passions and go after meaningful, adventurous and exciting adventures. They are also technically savvy with almost everyone owing a smartphone and being highly involved in sharing experiences on social media. Find out more.

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

Global satisfaction with leisure time

Global satisfaction with leisure time | The Insight Files | Scoop.it

The busy pace of life is a popular complaint for many people. However, findings released by GfK show that the majority of people internationally – 58 percent – say they are completely or fairly satisfied with the amount of leisure time that they have. Across 27,000 consumers and 22 countries surveyed, 16 percent of those aged 15 and over are completely satisfied with the leisure time they have, while 42 percent are fairly satisfied. 18 percent are unhappy in total, including 4 percent who are not at all satisfied with their leisure time. Respondents from the USA, UK and Canada are most satisfied with their leisure time, while those from Russia, Japan and Brazil are least likely to be satisfied. Find out more.

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

Australia #2 for Hong Kong travellers

Australia #2 for Hong Kong travellers | The Insight Files | Scoop.it

According to GfK's Consumer Travel Tracker, 17% of Hong Kong travellers claimed to have booked a holiday to Australia in the past 3 months, compared to 18.7% bookings for Japan and 5.6% booking for New Zealand, bringing New Zealand in at number 6. Two-thirds of Hong Kong travellers plan a 4-7 night trip, driven by trips to Asia over public holiday weekends. When travelling to Australia, 57% have a 2-3 month booking window, compared to a 1-2 month booking window when travelling elsewhere in Asia. Nearly half of Hong Kong travellers purchased a bundled flight and accommodation package, with one-third of those buying packages choosing Australia/NZ as a destination and 58% of those buying packages when choosing Asian destinations. Find out more.

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

Six lessons for the travel industry on hybrid consumers

Six lessons for the travel industry on hybrid consumers | The Insight Files | Scoop.it

The customer purchase journey is unrecognisable compared to only 10 or 20 years ago, being all about omnichannel and multiple devices. Digitalisation and new technology allow us to understand consumer behaviour better than ever before. As travel agencies and holiday companies compete for customers in an increasingly fragmented market, an understanding of hybrid customer behaviour is essential in order to make the most of every opportunity. In this YouTube video, GfK's Laurens Van den Oever (Global Director, Travel) presents six lessons to understand the hybrid customer for the travel industry. These lessons include:


  1. Journeys are integrated online and offline.
  2. More than half of consumers do their research online.
  3. Customer journeys are complex. Understanding them leads to increased return on investment.
  4. The much anticipated mobile revolution is happening now.
  5. Omnichannel is a hybrid approach between online and offline roles. Ensure messages are consistent across the touchpoints and be present everywhere. 
  6. If it can be digital, it will be digital. 


For more details, click here to download the full report. 

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

Steps to success in today’s technology-driven travel marketplace

Steps to success in today’s technology-driven travel marketplace | The Insight Files | Scoop.it

The rise of mobile technology and social media has turned the travel industry upside down. This article from global market research agency GfK outlines seven key factors to succeed in this fast-changing, highly connected and technology-driven marketplace. Among the key concepts include embracing augmented reality opportunities, understanding key market trends to grow market share, and developing apps for new technology such as wearables. The global sales of wearable devices are expected to increase from 35 million in 2014 to 122 million in 2016. Find out more.

more...
Panos Fotiadis's curator insight, May 9, 2016 11:06 AM
Interesting article from Gfk...
Scooped by Tourism Australia
Scoop.it!

The multi-device movement: Thais, Taiwanese and Aussies

The multi-device movement: Thais, Taiwanese and Aussies | The Insight Files | Scoop.it

In an exploration of multi-device usage around the world, Facebook IQ commissioned GfK to conduct a study of multi-device users around the world. GfK surveyed 1000 adults, aged 18-54 who use a smartphone, tablet, desktop, or laptop at least once a week in three markets across the Asia Pacific: up-and-coming Thailand and well-established Australia and Taiwan. GfK saw near universal multi-device usage in each of the markets surveyed. Over 95% of people in each market use at least two devices and a third use three: a smartphone, a tablet and a desktop or laptop. Young people are leading the multi-device movement on mobile. GfK learnt that despite cultural differences, people in these markets have something big in common: an appreciation for their devices. Find out how brands can empower people in the Asia Pacific by telling personalised stories across screens.

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

Australia ranked as the world's 9th strongest nation brand

Australia ranked as the world's 9th strongest nation brand | The Insight Files | Scoop.it

The United States has taken back its position at the top of this year's Anholt-GfK Roper Nation Brands Index (NBI), after being driven off by Germany (into second place) last year. Sitting comfortably in third position is the UK, followed closely by France at number four, and Australia holding firmly onto 9th place. The annual study measures global perceptions of 50 developing and developed countries based on answers given on 23 different attributes, which are then devised into six overall categories: exports, governance, culture, people, tourism, immigration and investment.

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

Turning big data into smart data

Turning big data into smart data | The Insight Files | Scoop.it

AFTA has signed a partnership with global research agency, GfK, to establish a new travel industry currency measurement, the first of its kind in Australia. Under the partnership, GfK will introduce the new reporting currency to the Australian travel industry for participating AFTA members. Members will be requested to contribute to a weekly, consolidated, forward-booking measurement under the scheme. Travelscan is based on consolidated and aggregated industry booking data and used by the travel industry to nbetter predict market developments and to help businesses run more efficiently. Find out more.

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

How Australians are booking their travel

How Australians are booking their travel | The Insight Files | Scoop.it

Five months of planning, eight nights away with a budget of $5,000. That's how the average Australian travels for leisure overseas. According to GfK Australia's new Consumer Travel Tracker, while online is still the most used source for researching a trip (75%), Australians are most likely to use travel agencies or head directly to airline websites to make the final transaction and book their trip (56% and 54% respectively). However, less than a quarter of Australian travellers book flight and accommodation packages, with many using online booking channels like accommodation website aggregators. Rest and relaxation, visiting local attractions and culture, heritage, family holiday and cruises were the top five reasons for travel. Find out more.

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

Travel writers rejoice - Hong Kong loves you

Travel writers rejoice - Hong Kong loves you | The Insight Files | Scoop.it

Research group GfK has unearthed some surprising findings about Hong Kong travellers, including the popularity of travel magazines. Using a fairly small but relevant sample – 520 consumers who had booked an outbound leisure holiday with at least one overnight stay in the past three months – GfK found that “travel related publications” were the second most popular touch point. Online travel agents top the poll and are accessed by nearly half of all travellers. Publications come next with 43%, followed by web sites operated by agents with an offline presence.

more...
No comment yet.