The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Social media - the art and science

Social media - the art and science | The Insight Files | Scoop.it

Around 83% of international travel considerers say they trust a travel recommendation received through social media sources. Over 50% of travellers say seeing a friend's travel photo on social media inspires them to go to the same destination. 95% use Facebook for holiday activities pre-departure, while 60% factor online opinions, such as TripAdvisor, into their travel recommendations. The reality is that there is conversation happening throughout the life cycle of a holiday. In light of these statistics, Tourism New Zealand recently recorded a webinar, discussing the mobile and social performance of some of the organisation's key marketing channels, including Facebook and Instagram. In the update, Tourism New Zealand's Digital Manager looks at the changing behaviour of newzealand.com users, including the information needs of consumers across priority markets and mobile user insights. The session also examines how the DMO is using Facebook as a marketing channel, looking at the art of great content, the science of post formats and targeting why its social strategy has moved from social 'likes' to social advocacy.

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Google study: Online travel purchases by channel

Google study: Online travel purchases by channel | The Insight Files | Scoop.it

With customer buying behaviour constantly evolving, online travel brands are constantly tuning their approach towards purchase patterns and other factors. Google has analysed 36,000 Google Analytics accounts to understand the role played by various online channels towards shopping/booking decisions. The study plots data for 11 industries including travel, retail, finance, health and media. Users can also view the report data for seven countries - US, UK, Japan, Brazil, Germany, France and Canada. The chart above illustrates the role played by various marketing channels in the US travel industry, with social and email channels assisting users in their purchase decision. Direct and other paid channels act as a completion channel in their purchase decisions. Click here for more information.

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