The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel brands big and small experiment on how to reach next-gen travellers

Travel brands big and small experiment on how to reach next-gen travellers | The Insight Files | Scoop.it

Increased competition and a higher cost of discovery on Facebook and Twitter mean that travel brands are looking elsewhere to connect with mobile consumers. They are increasingly charmed by push notifications on mobile for heir ability to appear on a smartphone screen without clutter - and that's a powerful tool for brands to cut through the mobile and social media noise. Although notifications are not meant for the two-way conversations consumers have come to expect from social networks, they provide another mobile touch point for brands to reach people who like a product and don't mind hearing about it from time to time. One platform connecting companies and people through mobile notifications is Yo, having gained popularity with publications like Lonely Planet, Buzzfeed, Huffington Post and TechCrunch, to name a few. Click here to learn more.

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The impact of millenials upon the travel landscape

The impact of millenials upon the travel landscape | The Insight Files | Scoop.it

In a study commissioned by Expedia, research has been conducted into how millennial travels differ from their older counterparts. Conducted across five continents, the study involved surveying a sample of 8,535 in 24 countries according to their likes, dislikes, preferences and pet peeves. Sharp differences emerged in the Future of Travel analysis, particularly the differing value that younger travellers place on mobile and on loyalty. Millennials spend more freely, complain more loudly and crave mobile devices for travel. The study aims to discover how millennials will impact the travel landscape as they gain decision-making power at work and purchase power in their personal lives. To read the full report, visit: http://viewfinder.expedia.com/features/future-of-travel-report.

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Millennials influencing digital travel trends more than ever

Millennials influencing digital travel trends more than ever | The Insight Files | Scoop.it

The Millennial generation's demands have cracked open the travel industry, making room for upstarts and incredible innovation. Currently the travel industry’s most influential customer, Millennials are becoming more and more responsible for changing the way that we travel. With 49% of Millennials planning as well as booking trips on their smartphones, apps that deliver reviews, last-minute discounts and flight statuses are influencing the when, where and how aspects of travel like never before. And with 40% of Millennials likely to share a travel experience on social media during their trip, and 34% likely to voice trip details after their return, delivering first-rate service and experiences are more important than ever — and both big brands and startups are paying attention.

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Airline and hotel apps prove less popular than OTA apps with Millennials

Airline and hotel apps prove less popular than OTA apps with Millennials | The Insight Files | Scoop.it

Millennials are under-indexing on airline and hotel apps, while dramatically over-indexing in their usage of branded OTA apps. This finding challenges the belief that the millennial is now booking directly more often, bypassing the intermediary altogether. The data comes from a mobile analysis of 1,500 Android panellists featured in two new reports from Strategy Analytics. Those aged 25 and younger under-indexed 6% less for airlines and nearly 8% for hotels. Meanwhile, they over-indexed 2% with respect to OTA apps. On the airline front, the comparison between only airline apps and the total panel's usage highlights the significance of the spread between demographics. Click here to learn more.

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There’s a new silent traveller in town

There’s a new silent traveller in town | The Insight Files | Scoop.it

Learn more about this new breed of travel shoppers who care about what's in their pocket - and it's not their wallet. They’re known as the Silent Traveller, the “mobile-first” travel consumer. These are consumers who don’t just use their mobile devices to research and book hotels, but they also turn to them first to solve any problems they encounter when travelling. This is something that usually falls into the domain of the hotel customer service staff – but not for these travellers. This new Silent Mobile Traveller, as documented recently by Skift, can be summed up in just a few words: self-reliant but extremely mobile-dependent. Click here to learn how to target this digitally-savvy traveller.


Via Luis Costa, Wendy Forbes
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