The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Aussie summer getaways to boom with January surge

Aussie summer getaways to boom with January surge | The Insight Files | Scoop.it

Nearly 70 per cent of Australians will be taking a break over the summer months with three in ten people (30%) packing their bags in January for a much deserved holiday, according to a national poll commissioned by TTF. The survey of 800 Australians by pollster Nielsen reveals that early January is one of the most popular times for Australians to set out on a summer holiday following the conclusions of the busy Christmas and New Year's celebrations, with 17% planning to load up the family car or board a flight or cruise ship. The mid-January period will also be action-packed with a further 13% of people planning to get away from it all, while 5% are waiting for Australia Day to come and go and schools to be back in session before taking their holiday.

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When are you happiest on holidays?

When are you happiest on holidays? | The Insight Files | Scoop.it

Does our holiday high peak at the start of a journey, or mid-holiday when we’re most relaxed? A new study has revealed the surprising point at which we’re happiest during the holiday process. According to a study published in the journal Applied Research in Quality of Life, we don't actually have to go on a holiday to be happy, we simply need to plan one. Surprisingly, what lasts a lot longer than a post-holiday high is the high travellers experience in the pre-holiday phase. For most, the enjoyment starts weeks, even months, before the actual holiday begins. The study also found that the length of a holiday does not impact post-trip happiness. It suggests people derive more joy from multiple short breaks spread throughout the year, than from having a single longer holiday once a year. Find out more.

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Aussies opt for local holiday spots this Christmas

Aussies opt for local holiday spots this Christmas | The Insight Files | Scoop.it

The UK has lost its place as one of the most popular Christmas destinations for Australians this year, according to travel search engine Skyscanner.com.au. With the Australian dollar weakening in value against the GBP in 2015, it appears that Australians are now looking to enjoy some downtime closer to home. The Skyscanner data, which looked at Australians searching for flights during the holiday season unveiled that the UK dropped three places to the 10th most popular country destination this year, surpassed by Fiji, Malaysia and Japan which have climbed in popularity. Indonesia and New Zealand proved to be the most popular international destinations aside from the all-time favourite, Australia. Find out more.

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The influence of social media on holiday behaviour

The influence of social media on holiday behaviour | The Insight Files | Scoop.it

British holidaymakers have a new way to discover travel options via a new social travel brochure facilitated by eBookers. As part of this new travel inspiration and social brochure promotion, eBookers polled 2,000 users to find out how social media influences holiday behaviours, finding:


  • 50% said a friend's social sharing is most likely to influence decisions on the next holiday destination.
  • 30% took tips from friends, family and colleagues when choosing their next holidays.
  • 20% said travel agents were the source of the most influence
  • 10% said media influenced them the most, with the remainder looking to celebrity hotspots (5%) and famous films (4%) for inspiration.
  • Trip envy is significant, with 59% feeling envious when consuming holiday photos of others on social media. 22% of these respondents would book a trip purely because many friends have shared pictures of that destination on social media.
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Chloe Wong's curator insight, April 20, 2015 8:45 AM

Nowadays people are very influenced by the social media who shares a lot of beautiful pictures of popular on unpopular places to visit. This article shows that there are more and more ways to discover travel options such as "new social travel brochure"(Vivion.N, 2015).
Before initiating the project, eBookers observed and questioned an amount of people to find out their behaviours towards how social media influences their vacation. Their findings clearly showed that half of the population questioned would most likely be influenced by their friends' social sharing on their next vacation destination.
eBookers also revealed that "trip envy" is a real problem for most people as they feel "envious and jealous" when seeing the beautiful pictures posted on social media such as Instagram, Facebook or even Twitter. The pictures posted on the social media of a particular place will tempt customers, which will then book the trip manly because of this "envy".
It is a good concept as it saves time to people and also helps people to know where they are going and what to do there. This can be an advantage or a disadvantage, it depends on the type of people. For example, an adventurous person will never be interested with these brochures.


References:

Nick Vivion (2015). The influence of social media on holiday behaviour. [ONLINE] Available at: http://www.scoop.it/t/australian-hotels-hospitality. [Last Accessed 11 March 2015].

Bibi Moreno's curator insight, May 4, 2015 4:40 AM

After I read this article, is noticeably true that social media on these days is the most influencable tool for people to take decisions in their next trip or change their mind. Inspiration, influence or only trip envy are becoming an excellent initiative for the travel industry, people interested in travel are looking into social media example: Facebook, Instagram and other websites,  where you can find photos that could be attractive for a visit. We can call this free promotion to others because is not by agency that wants us to buy touristic packages. 

Since people started showing their get away on media, everyone wants to travel and discover those places so this has been the benefit for tourisim . This does not mean that travel agents are not required by the industry anymore. 

I like to share photos on my blog and especially those I took from my trips and also give a like to my friends post. In my point of view people behaviours are becoming more influence by the media. 

Lien Le's comment, May 6, 2015 7:42 AM
eBookers is a good site for travellers to decide their next destinations. This is such a good idea. Instead of using traditional printed travel brochure, people now all do it in the Internet. The idea is to take all of those vacation photos posted on social media and turn them into a verified and vetted social travel brochure. Travellers are asked to upload photos from social platforms such as Instagram — including a travel tip related to the photo — to share with the community. They know how to use the social media tools to engage people and improve their travel brochures. For example, once you see your friends post photos of their trip on Facebook, Instagram or any other social media, you are more tempted to go there. This comes from your envy and jealousy and therefore, influence your behaviour.
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Aussies blowing travel budget by millions

Aussies blowing travel budget by millions | The Insight Files | Scoop.it

New Commonwealth Bank research has revealed that Australians love to live it up while on holiday, with a third spending more money on an overseas holiday than planned. Last year, 9.2 million Australians left Aussie shores for a holiday, and with a third of them spending more than planned on their trip, that's more than $900 million of overspending on international travel. While Australians devote around seven months planning their overseas holiday, they are spending an average of 16 hours planning their trip, booking flights and sorting accommodation. However, more than half of Australians admit to travelling without setting any budget or planning how much they will spend. Find out more.

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One in five Aussies has no plans to take a holiday

One in five Aussies has no plans to take a holiday | The Insight Files | Scoop.it

New data from Roy Morgan Research has shown that 3.6 million Australians have no plans to take a holiday in the future, constituting 18.3% of the overall population. Meanwhile 14.1 million Australians intend to take a trip in the next 12 months - 72.4% of the population. Of those, almost half plan to depart in the next three months, with nearly 20% to head off within the next three to five months and 17.8% in six to 12 months. Certain sectors of the Australian population were found to be noticeably less likely than average to be planning a trip of any kind. Nearly one-third of Australians aged 65 or over and 27.3% of single parents don't have any holiday plans at all. Find out more.

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Australians choose holiday destinations based on Instagram photos

Australians choose holiday destinations based on Instagram photos | The Insight Files | Scoop.it

The opportunity to snap a great photo and post it on Instagram is now a key driver for Australians choosing their next holiday destination, according to travel website Expedia's latest report. Among the report's insights include:


  • Expedia data shows most Instagram users think about potential photos.
  • Half of those surveyed say a digital camera is now essential for travel.
  • Only 7% of Australian travellers deem selfies sticks to be a travel essential.
  • 85% of Australian Instagram users choose a country to visit based on what will look good on social media.
  • 97% of Australians say they have a bucket list of places they want to visit in the next five years, with Melbourne, Sydney, Hobart, Gold Coast and Perth topping their domestic bucket lists.


Find out more.

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