The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Hotel marketing trends for 2017

Hotel marketing trends for 2017 | The Insight Files | Scoop.it

Hotel marketing specialist Net Affinity has come up with its 17 big trends for 2017. The insights from the Dublin-based company includes some of the tips you might expect such as those around mobile and mobile payment as well as other less expected ones such as the rise of Bing and Instagram. The company is forecasting much ecommerce via Instagram as the image-sharing service has begun working with leading retail brands. New Affinity sees further commercial opportunities arising for hotel marketing via Snapchat and Facebook. Two additional trends highlighted are how voice search might impact SEO and the rise of video as well as live streaming of content via services available on Facebook, Instagram and other media. Find out more.

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What brands can learn from ads aimed at women

What brands can learn from ads aimed at women | The Insight Files | Scoop.it

Smart brands are waking up to the rise of women power, but it's not happening fast enough. Recognition of the value of diversity and the rise of women's spending power have meant that women have become the core decision makers in b-to-c transactions. However, despite making nine out of ten purchase decisions, women are still misunderstood and mis-sold to by many brands. Taking women seriously can create huge opportunities for brands, but 91% of women still feel misunderstood by marketers. New analysis drawn from neuroscience-based testing shows that overall, women have higher levels of engagement with advertising than men. The findings also revealed that women pay more attention to ads overall, and specifically to scenes with people and relationships in them. Find out more.

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Game-changing digital marketing trends in 2016

Game-changing digital marketing trends in 2016 | The Insight Files | Scoop.it

This article outlines seven game-changing digital marketing trends for 2016, including:


  1. It's past time for website design to go mobile.
  2. Your competitors might be spending more on social media ads next year.
  3. Your competitors may also spend more on organic social marketing.
  4. Video will become critical for digital advertising success.
  5. Marketers will chase influencers.
  6. Content marketing will have a positive impact on bottom lines.
  7. The "money's still in the list."


Find out more. 

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Taking risks to market an icon like NYC

Taking risks to market an icon like NYC | The Insight Files | Scoop.it

How do you market a destination that has been on travellers' bucket lists forever and what kinds of new approaches are needed? Dixon, who has been at the helm of NYC & Company since March 2014, thinks it is vital for tourism marketers to understand their audiences regardless of ever-evolving marketing platforms. In that regard, Dixon believes some marketers and organisations are too risk-averse; a formula for stagnation. Click here to read Skift's interview with Dixon about trends in marketing household-name destinations. Dixon touches on the rise of experiential travel, presenting the familiar as exotic and changing the conversation to influence new audiences.

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Big data unravels the best time to target travellers with marketing

Big data unravels the best time to target travellers with marketing | The Insight Files | Scoop.it

Programmatic marketing specialist Rocket Fuel analysed data from over 240,000 travellers to establish what motivates luxury and non-luxury travellers when booking and leading up to taking a trip. The analysis by Rocket Fuel indicates where in the booking cycle both sets of travellers are most likely to reserve a hotel, and then all matter of items that they may take on a trip with them.

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Top travel research mobile marketing trends

Top travel research mobile marketing trends | The Insight Files | Scoop.it

The search landscape is moving fast. In particular, mobile search and mobile usage by travellers - both business and leisure. Travellers have become very demanding of their content and information as Google tells us there are millions of searches for hotels and travel related experiences. Not only that, travellers and consumers in general are taking to their mobile devices more often than they would on their desktop to search for information. MyTravelResearch lists 5 trends which are characterising the travel industry to help your business transform its marketing focus:


  1. Mobile search overtakes PC.
  2. Travel research is a big micro-moment topic.
  3. Video travel content is highly consumed on mobile devices.
  4. Travellers' high usage of mobile devices in destination.
  5. Dependency on mobile increases.
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Panos Fotiadis's curator insight, August 6, 2015 8:08 AM

mobile search...overtakes PC ? WOW, so soon?

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New guide for tourism businesses

New guide for tourism businesses | The Insight Files | Scoop.it

Regardless of the size of your business or budget, Destination NSW offers a range of opportunities to help you promote your product, service or event. A new free guide to support the NSW tourism and major events sector has launched to provide an overview of the opportunities and resources available to the state's tourism industry. The Prospectus is a user-friendly guide that details the many and varied resources that are available to the tourism industry, including website listings, free industry research, toolkits, publicity opportunities, trade events and product showcases. Click here to download the guide. 

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Wanderlust Storytellers's curator insight, August 2, 2015 8:16 PM

Looking forward to working with NSW tourism :) We will be coming soon to NSW to explore your amazing destinations and off course write about them :) Please come a see our blog www.wanderluststorytellers.com.au and leave me a comment..

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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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Marketing to millennials - what, where and who?

Marketing to millennials - what, where and who? | The Insight Files | Scoop.it

In this article, 8MS looks at the Millennial demographic, where they spend their time online, and which brands are marketing to them well. Millennials are incredibly digitally savvy. According to a recent OFCOM study, 94% of their time in the UK is based around text-based communication. Millennials are constantly producing content for their peers to consumer and share, whether it's on Snapchat, Instagram, Tumblr or in a simple text message. The trick for brands and marketers is to tap into some of the Millennial ingenuity when creating engaging online content; this demographic is looking for a personalised customer experience. If co-branded content is the way forward for engaging Millennials, then the key to co-branding is to allow the audience to fell part of the campaign, whilst retaining some control. Click here for more information.

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How to build a perfect digital marketing team

How to build a perfect digital marketing team | The Insight Files | Scoop.it

Building the perfect digital marketing team is crucial to online success, but it's not an easy task. Investing time and energy into building a perfect marketing team is essential because the right team will carry your online marketing in the best direction possible. The question becomes, what positions do you need to fill and what exactly will their responses be? There are several structures that could work well - and in some cases, people may be able to handle multiple roles if they have the time and talents to do so. Here is an outline of your digital marketing dream team. 

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A scientific approach to creating insanely viral videos

A scientific approach to creating insanely viral videos | The Insight Files | Scoop.it
If you want your videos to go viral, don't leave it up to chance. Here's how marketers can craft chance into scientific accuracy.
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5 Most Innovative Travel Startups of 2013

5 Most Innovative Travel Startups of 2013 | The Insight Files | Scoop.it

The travel industry is one of the most challenging industries in which to start a company. From the highly competitive market for users to the difficulty of finding investment. To start up a successful company in the travel industry, you must not only build a pleasing product that solves an actual problem faced by many people, but you must also also create an especially strong marketing and partnerships plan to build your customer base. The most successful travel startups find a niche that isn't yet serviced and build the best product possible to fit that category.

 

Here are five of the most innovative travel startups of 2013 that are doing things right: http://dashburst.com/most-innovative-travel-startups-2013/

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Bradley Woods's curator insight, October 28, 2013 8:13 PM

New innovation continues in the tourism and travel sector

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China plans to launch free-trade zone, but still bans Facebook use.

China plans to launch free-trade zone, but still bans Facebook use. | The Insight Files | Scoop.it

China has made waves with its plan to launch a free-trade zone in Shanghai, but earlier reports stating Facebook will be allowed have been refuted.

 

Due to well-known restrictions on Internet usage in China, any report that says people are free to go about their social  media ways is immediately cast with doubt. However, those who are hoping  that the country’s stringent policies over online activity are easing will be  glad to know that yes, finally, China is allowing some leniency when it comes to  the Web… provided that you stay within the “free-trade zone,” according to a  South China Morning Post.

 

Read the full updated story here: http://www.digitaltrends.com/social-media/in-chinas-new-free-trade-zone-you-are-free-to-facebook-all-you-want/utm_content=buffer6f6a3&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer

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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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Adobe's 2016 Digital Trends Report

Adobe's 2016 Digital Trends Report | The Insight Files | Scoop.it

With over 7000 professionals participating in the survey, this year's Adobe 2016 Digital Trends Report highlights the importance of the customer experience story. When asked what respondents thought was their single most exciting opportunity, the top three answers were 'optimising the customer experience,' 'creating compelling content for digital experiences,' and 'data-driven marketing that focuses on the individual.' Businesses are increasingly recognising that along with creativity, data has the potential to drive a competitive advantage. It's crucial to customer experience and data should be underpinning any customer interaction, from advertising through to service. In this year's report, the marketing community displays their understanding of this opportunity, in addition to signs of working to overcome the obstacles to achieving it. Click here to download the full report. 

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4 moments every Australian marketer should know

Consumer behaviour and expectations have forever changed. With powerful phones in our pockets, consumers do more than just check the time, text a spouse or catch up with friends. They turn to their phones with intent, expecting brands to deliver immediate answers. It is in these I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments that decisions are made and preferences are shaped. Google surveyed smartphone users across Australia and found that they access the internet more often but in shorter bursts. 85% have used their phones for at least one of these four types of micro-moments in the last four weeks. Find out more.

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Who will be using each social platform next year?

Who will be using each social platform next year? | The Insight Files | Scoop.it

The social landscape changes fast. As technology and habits evolve, social media users gravitate toward different social networks. This infographic from eMarketer shows which social networks will continue to gain momentum while others necessarily lose ground. The infographic provides a breakdown of how eMarketer predicts market share will change for different U.S. demographics for the top social nets over 2015 and 2016. Key takeaways include:


  • The 65+ demographic will see the largest increase in social media users in the next two years.
  • The largest share of Twitter users are younger Millennials.
  • After the age of 34, people tend not to be Instagram users.
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Tourism Australia: Quarterly Market Update

Tourism Australia has published its latest Quarterly Market Update which provides an overview of Australia's key international visitor regions to March 2015. For the 12-month period Australia enjoyed 'solid growth' in inbound tourism with a double digit increase in international visitor spending to an all-time high of A$32.bn. International visitor arrivals to Australia surpassed 7 million for the first time in the year ending March 2015. For more information on key inbound markets to Australia, visit this link.

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Tourism Australia loads up on content for Aboriginal travel campaign

Tourism Australia loads up on content for Aboriginal travel campaign | The Insight Files | Scoop.it

Tourism Australia launched its new "Aboriginal Australia: Our Country is Waiting for You" digital content campaign this month, centered around a three-minute video filmed by an Australian Aboriginal. This is the first time that Tourism Australia has launched a marketing campaign promoting the country's indigenous culture to the international consumer. It's also the first time we've seen an official tourism campaign supplemented with a filmmaker's blog describing the production of the campaign. In 2014, only 14% of international visitors participated in Australian travel experiences incorporating Aboriginal culture. The tourism board believes this is because international consumers  assume those experiences only take place in uncomfortable environments in remote landscapes.

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Tourism Australia marketing reflecting demand for experiences

Tourism Australia marketing reflecting demand for experiences | The Insight Files | Scoop.it

Tourism Australia's marketing will continue to reflect the growing desire for visitors to seek out experiences, rather than simply visit sights and attractions. Tourists no longer want a superficial glimpse of a country, but a more in-depth experience. The marketing must reflect that trend, forming the backbone of Tourism Australia's indigenous campaign. The film, the be distributed internationally and domestically through state and territory tourism agencies, will aim to shed misconceptions that indigenous product can only be found in 'hot, dry and dusty' places. Click here to view the video. 

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Hotels' lessons for marketing to multi-generational travellers

Hotels' lessons for marketing to multi-generational travellers | The Insight Files | Scoop.it

Multi-generational travel already has a strong showing at hotels and destinations around the world and if the 80 million people who will be considered older Americans by 2020 are any indication, this market will undoubtedly continue to flourish. Preferred Hotels and Resorts released the results of its national survey on U.S. multi-generational travellers. The findings emphasise that even though hotels need to think of this market holistically, the way properties communicate with various generations should be differentiated. Millennials, for example, don't want to feel like they are being specifically marketed to. Grandparents are the ones largely paying for holidays but it is the millennials who are influencing where they are going. Still, there are some behavioural and booking similarities with both groups. Find out more. 

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Travel start-ups turning locals into tour guides

Travel start-ups turning locals into tour guides | The Insight Files | Scoop.it

Travel start-ups today are not creating products as much as platforms that facilitate connections between travellers and locals in the destination that they wish to explore. It might however take more than a website and messaging function to attract the number of users that makes the site useful and comprehensive, on both sides of the equation. Examples include:


  • GoCambio: a platform where travellers can exchange language lessons for housing.
  • InstanT: a translation app that connects users with a community of 1,100 interpreters for a live, more nuanced translation.
  • Embark: a booking and content platform for outdoor adventures. Users can request to book an outdoor excursion led by a local or read about more extreme activities submitted by the site's community.


Find out more.

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Trav Bib's curator insight, April 13, 2015 6:35 PM

World travel is becoming easier!

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Marketing and Technology Clashing in the C-Suite

Marketing and Technology Clashing in the C-Suite | The Insight Files | Scoop.it
For the past 20+ years, there may have been no two positions in an organization more disconnected than marketing and technology. Today that is all different. Now the two are working together every day as the tools and applications that drive marketing are being found in the cloud, on mobile devices and in pockets of an organization where the IT department has little to no awareness of their use.

Via Don Dea
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Don Dea's curator insight, September 7, 2014 3:14 AM

As the technology use case evolves, it has become almost impossible for the IT team to control the use of company assets let alone people’s own devices.

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Edelman study finds consumers want entertainment ‘selfie-style’

Edelman study finds consumers want entertainment ‘selfie-style’ | The Insight Files | Scoop.it
Edelman today releases the results from the 2014 Edelman Entertainment Study, its eighth annual study on how and why people consume and share entertainment.
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Gen Y travelers more likely to complain, Expedia survey shows

Gen Y travelers more likely to complain, Expedia survey shows | The Insight Files | Scoop.it

Younger adult travelers are more likely than their elders to cause headaches for hotels that are sensitive about their online reputations and, to a lesser extent, corporate bean counters who are trying to rein in travel expenses, according to a recent Expedia report.

 

The report, based on a September online survey of more than 8,500 people conducted by Harris Interactive, revealed that American travelers under the age of 34 were almost twice as likely to post a negative review of a hotel than were older travelers.
Specifically, more than one in four younger travelers of the “millennial” generation, aka Generation Y, had posted a negative review of a hotel within the past year, compared with just 14% of the older groups, Expedia said.
And the group’s impatience with anything less than top-of-the-line quality was also reflected in their on-the-road lifestyles.

 

Read the full story here: http://www.travelweekly.com/Travel-News/Online-Travel/Gen-Y-travelers-more-likely-to-complain/

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