The Insight Files
74.2K views | +24 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!

Visit California dives deep into traveller profiles

Visit California dives deep into traveller profiles | The Insight Files | Scoop.it

Visit California has launched its 226-page Dream Big Dividend Work Plan for the 2015/2016 fiscal year, constituting the most comprehensive marketing, communications and operational strategy framework for the organisation to date. Visit California's target audiences have been identified by a three-layer pyramid, beginning at the top with a 'broad global brand target' defined by age, income and desire to travel. The middle layer consists of 'opportunity brand targets' that hone in on key demographic and psychographic niches. The bottom layer describes 'passion-based targets' aggregating people by interest. Find out more.

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

What alternative travel is teaching mainstream brands about connections

What alternative travel is teaching mainstream brands about connections | The Insight Files | Scoop.it

The alternative travel industry has grown from once-small networks of travellers exchanging apartments and cars into a global movement. And it is having a seismic impact on major travel companies - both the kinds of experiences they provide and how they connect with customers. Business travellers and families are choosing apartments on Airbnb over urban hotels due to space, booking convenience and overall ambiance. Visitors are relying on on-demand ride apps like Uber and Lyft in place of taxis and public transportation. Foodies are passing on restaurants in favour of services like EatWith where they can join a local dinner party in someone's home or KitchenSurfing where a chef comes directly to their apartment rental. The method in which travellers research and select destinations has also changed dramatically. To keep up with the evolving needs of consumers, this article recommends:


  • Creating content that positions your brand as the entry point to a local, authentic experience.
  • Fostering relationships that give your customers unparalleled access.
  • Making discovery and transactions easy and actionable. 


Find out more.

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

Adobe Summit: The Digital Marketing Conference

Adobe Summit: The Digital Marketing Conference | The Insight Files | Scoop.it

The Annual Adobe Summit was held on the 9th to 13th of March in Salt Lake City, Utah and was attended by over 7,000 delegates from over 44 countries. The conference theme was that reinvention is a journey for marketing. Technology is evolving from the internet of things to the internet of experiences and companies are in the process of transforming to adapt to this rapid change. Watch and learn more about digital marketing trends with more than 135 sessions of in-depth knowledge in all areas of digital marketing from the summit.

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

Digital opportunities for brands in the travel industry

Digital agency BIO polled 2,000 British holidaymakers online, in order to understand consumer expectations of technology and how these link with travel. When looking for inspiration, selecting a holiday and booking a holiday, more than 41% of respondents said they were ‘extremely likely’ to interact with digital technology. The report also revealed that consumers are largely dissatisfied with the way technology is used in travel, with nearly half the sample (47%) indicating that digital technology could be enhanced by saving them money, followed by saving them time (30%) and providing more tailored experiences (26%). The rapid pace of technological innovation and associated trends in consumer behaviour means the travel sector is in danger of failing to capitalise on the opportunities the digital world now offers.

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

An overview of Australian travel trends

An overview of Australian travel trends | The Insight Files | Scoop.it

Sales Manager for Australian tour operator AAT Kings, Kristina Hofmann, has revealed some of the trends characterising the Australian travel landscape. Food and wine tours have become more popular following the launch of Tourism Australia's dedicated food and wine marketing campaign, which has largely increased awareness of the country's culinary scene. The most popular destinations in Australia remain the perennials: Sydney, the Great Barrier Reef and Uluru. AAT Kings is also seeing a significant spike in small group bookings, which run for three days or fewer to off the beaten path destinations such as the Red Centre, Top End, Blue Mountains and Kangaroo Island. While the Lord of the Rings trilogy has greatly increased the popularity of neighbouring New Zealand, many visitors are opting to combine tours of New Zealand with Australia. Click here to learn more.


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

CEO of Caribbean Tourism Organisation on marketing the region as one destination

CEO of Caribbean Tourism Organisation on marketing the region as one destination | The Insight Files | Scoop.it

When thinking about the Caribbean, it's often the larger islands of the Barbados, Jamaica and Puerto Rico that come to mind. This is one of the challenges faced by the Caribbean Tourism Organisation, where the mission is to market the region as one destination and make sure the household name destinations don't claim the largest slices of its marketing budget. While it's not clear to what extent this happens the region as a whole had a record year for tourist arrivals in 2014 and so far this year has seen more records. The Caribbean welcomed 26.3 million visitors in 2014, a 5.6% increase over the previous year. Skift recently interviewed the CEO of the Caribbean Tourism Organisation to talk about visitor arrivals, air capacity growth to the region and the impact of Cuba thawing relations within the U.S. Click here to read the interview.

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

Measuring content from some of the world's best brands

Tourism Australia 's insight:

Content marketing is one of the highest priorities for today's marketers, with growth rates for content development and distribution skyrocketing. According to the Content Marketing Institute, 70% of marketers are investing more in content marketing, but most aren't satisfied with the effectiveness of their content. It was against this backdrop that Acrolinx launched this research initiative focused on measuring content quality. For this report, the company used its linguistic analysis software to evaluate the content from 340 companies spanning a variety of  industries, evaluating and scoring the content based on its quality and clarity, establishing benchmark targets based on best practices. Creating this index is the organisation's way of casting a light on a very important yet under-appreciated aspect of content marketing: the value of creating engaging, impactful content.

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!

Travel agent industry executives argue that agents are coming back

Travel agent industry executives argue that agents are coming back | The Insight Files | Scoop.it

Two decades after online travel agents and travel supplier websites decimated the storefront travel agent industry, 2015 could mark a turning point signalling a shift in consumer behaviour. According to the American Society of Travel Agents and Liberty Travel, agent bookings are on the rise as more travellers are seeking high-touch service in their stressful lives. Additionally, the abundance of information online may be contributing to the shift, with consumers seeking a professional guide to make sense of it all. Many consumers desire insider information about a destination from a person who knows the destination well. The biggest problem for ASTA and the agency model in general, continues to be the consumer belief that there's a significant mark-up in price when booking travel with an agent. Click here to learn more about the value of travel agents to the consumer.

more...
No comment yet.