The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Are your customers millennials or just highly evolved?

Are your customers millennials or just highly evolved? | The Insight Files | Scoop.it

In this Marketing mag article, Anjali Lai explores the nuanced picture of consumers beyond traditional demographic categories such as generation. The first step on a company's path to thriving in this environment is understanding customers accurately - specifically, identifying how consumer expectations are changing and how quickly. Forrester has analysed its years of consumer data and found that, globally, consumers are evolving in five important ways:

 

  1. Willingness to experiment.
  2. Self-efficacy.
  3. Digital/physical integration.
  4. Information savviness.
  5. Device usage.

 

These five key shifts explain changing consumption trends and lead to a sense of customer empowerment: consumers are willing to experiment, reliant on technology, inclined to integrate digital and physical experiences, able to handle large volumes of information and determined to create the best experiences for themselves. Find out more.

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Vagabond Lifestyles's curator insight, April 18, 9:38 AM
So what is the trend?
 
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Affluent Asian millennials want very different travel experiences

Affluent Asian millennials want very different travel experiences | The Insight Files | Scoop.it

New experiences are far more appealing than the comfort of organised tours for Asia's millennial travellers. Agility Research recently surveyed over 900 millennial respondents in China, India, Hong Kong, Singapore, Malaysia and South Korea who travelled internationally in the past year. 61 per cent of respondents indicated that they want a custom experience when sightseeing, compared to only 38 per cent who prefer a packaged, group-led tour. Nearly 80 per cent said they want to visit somewhere they have not visited before, while 77 per cent say they choose destinations where they can do new activities and experiences. Find out more.

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Millennial travellers spend $11.3 billion overseas each year 

Millennial travellers spend $11.3 billion overseas each year  | The Insight Files | Scoop.it

According to Westpac's 2016 Travel Finance Report, Australian millennial travellers spend $11.3 billion overseas each year, the most of any age group. This equates to 15 per cent more than Baby Boomers who spent $9.8 billion on overseas travel and 66 per cent more than Generation X who spent $6.8 billion. The study also shows that millennials are being responsible and budgeting ahead of their trips, with 70 per cent saving for their trip for an average of eight months ahead of going away. Aussie millennials love to explore the world in pursuit of amazing experiences, with the USA, UK and Europe being the most popular destinations. Find out more.

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How millennials shape Chinese tourists into travellers

How millennials shape Chinese tourists into travellers | The Insight Files | Scoop.it

The latest analyses of the Chinese market shows that China produced 109 million outbound tourists in 2015 – with retail spend of US$229 billion. This is a key milestone in China’s outbound tourism history, consolidating China's position as one of the top global sources of tourists, in terms of both number of trips and money spent during international travel. At the same time, there have been profound changes in the behaviour of the typical Chinese traveller, with Chinese Millennials firmly established as the core drivers of China's outbound tourism spending. Among the key trends:


  • Chinese travellers' looking for new destinations.
  • Europe remains the most popular destination for Chinese travelling outside of Asia.
  • China's new set: not tourists but travellers.
  • The sheer size of the millennial group within China's travellers makes this a commercially attractive target audience for those destinations looking to draw in Chinese tourists.
  • The ideal approach to approach this market is not as tourists but as independent travellers who will respond to opportunities to plan personalised trips.


Find out more.

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Mamadou Aly Ba's curator insight, February 28, 2016 4:20 PM

IT'S REALLY A GOOD NEWS THIS TOURISM WILL ACCELERATE THE WORLD TO BECOME A  BIG VILLAGE  BECAUSE ONLY CHINA WAS  RELUCTANT TO MIX WITH THE REST OF THE WORLD BECAUSE PROUD ;

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5 infographics that capture the changing millennial lifestyle

5 infographics that capture the changing millennial lifestyle | The Insight Files | Scoop.it

Marketers continue to be fascinated by millennials, and for many this cohort remains a mystery that can make or break their business. The way they perceive, engage with and buy brands differs from other generations. And as they age, progress in their careers  and enter parenthood, millennials will continue to challenge the assumptions of marketers and companies about them. This article has collated five infographics highlighting the changing lifestyle of millennials, including:


  1. Staying with their families a lot longer.
  2. Challenging traditional consumption patterns.
  3. Putting off significant life milestones.
  4. Consuming media digitally.
  5. Getting antsy about banks.


Find out more.

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Millennials are more interested in solo travel this year

Millennials are more interested in solo travel this year | The Insight Files | Scoop.it

Solo travel intentions are on the rise in the U.S. and particularly with millennials. In an MMGY Global Survey of 2,300 U.S. adults in July, 37% of millennial respondents they indicated they intend to take at least one overnight leisure trip alone during the next six months. That's up 5% from a year ago and 8% from two years ago, a much sharper rise than older generations. Some 25% of all respondents said they'll take at least one trip by themselves before the end of the year, up only slightly from last year and their willingness to travel unconventionally marries this uptick. Find out more.

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Millennial travel habits force tourism bureaus to shift strategy

Millennial travel habits force tourism bureaus to shift strategy | The Insight Files | Scoop.it

Millennials at destination marketing organisations are pushing senior leadership to develop more innovative digital communications and more experiential sales efforts targeting both the leisure travel and meetings sectors. Especially on the digital side, many of these younger professionals feel that their youth and social media expertise can be better leveraged to create more compelling social media and content marketing outreach for their organisations. Find out more.

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Panos Fotiadis's curator insight, October 15, 2015 2:43 AM

New kids on the block...

Vagabond Lifestyles's curator insight, October 15, 2015 11:15 AM

This is more a marketing tip when dealing with millennials with a lot of great insights.  Check it out

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Millennials - how and when are they connecting with travel online

Millennials - how and when are they connecting with travel online | The Insight Files | Scoop.it

Another week, another major study into the search and shopping behaviour of millennials for their travels. The latest research comes from Yahoo Advertising which surveyed almost 1,500 travellers in the US to ask about their leisure travel, activities and the role on online travel content as an influencing factor on decision making. Among the findings include:


  • Research behaviour - while most millennials research travel plans online using a desktop device, 75% also use a mobile. 
  • Mobile bookings - bookings take place on desktop devices, but half are booking travel on mobile devices.
  • Product types - 78% of consumers research online travel content and/or activities before booking a trip, with the above activities the most popular types. It's destinations and activities which draw the most attention when it comes to digesting content online.
  • Media types - 80% of millennials look at travel articles and photos online, while two-thirds are viewing video. 
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Panos Fotiadis's curator insight, July 29, 2015 4:40 AM

Useful info for millennials behavior...

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Younger millennials use Uber-type apps more than older millennials

Younger millennials use Uber-type apps more than older millennials | The Insight Files | Scoop.it

Skift recently posted the following question to over 750 US millennials using Google Consumer Surveys: Do you regularly use on-demand apps like Uber or Lyft? The survey found that a huge majority of millennials across the United States still do not use these apps - almost 80% of them. Out of that, about 24% of them haven't even heard of these types of on-demand car apps. About 10% of American millennials say they use these apps frequently, which at about 80 million total millennials in the US still comes to a big, almost 8 million frequent millennial users. Notably, the older millennial set (aged 25-34) is using these apps much less than younger millennials. As expected, the urban millennials are using these apps more than suburban and rural millennials. Find out more. 

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Millennials leading multigenerational travel

Millennials leading multigenerational travel | The Insight Files | Scoop.it

New research suggests the generational cohort, which thus far has been characterised as individuals seeking unique experiences on their own terms, is even more interested in travelling with family members than preceding generations. The MMGY Global 2015 portrait of American travellers showed that millennials took an average of 2.6 trips with children in the past 12 months as opposed to 2.2 similar trips for Generation Xers and two trips for baby boomers. Preferred Hotels and Resorts found the same, with a recent survey highlighting an overwhelming percentage of millennials (91%) saying a multigenerational travel is something they try to take every year. Millennials are driving multigenerational travel, preferring to spend money on experiences like travel far more than previous generations. Find out more.

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British millennials use travel agents at twice the rate of Americans

British millennials use travel agents at twice the rate of Americans | The Insight Files | Scoop.it

Skift recently surveyed over 750 British millennials to determine the popularity of packaged travel and travel agents in the UK. The survey's results revealed that almost 20% of millennials used a travel agent to book a leisure trip in the past 12 months. Another 10% said they did so prior to that last year's window. A full 70% of British millennials have not used a travel agent at all while booking their travels. The survey's top-line results are almost double the use-ratio of American millennials, which stands at about 10% in the last year. Similar to the American data, the younger millennials have used travel agents more in the last 12 months than the older 25-34 millennials in the UK: 20.6% vs. 15.4%. As for the regions within the UK, the Welsh millennials are the least likely to use travel agents compared to England, Northern Ireland, and Scotland. Along the male-female divide, slightly more British female millennials have not used travel agents at all (75%), compared to about 69% of males. Find out more.

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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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Travel habits of millennials: only 10% used a travel agent last year

Travel habits of millennials: only 10% used a travel agent last year | The Insight Files | Scoop.it

This year Skift has conducted a series of consumer surveys at regular intervals probing the various travel habits of American millennials. The millennials are not one-size-fit-all and brands across the spectrum are trying to figure out various nuances in their consumer behaviour. Notably, only about 10% of millennials said they have used a travel agent to book a leisure trip in the last 12 months. A full 84% of American millennials haven't used a travel agent at all. Interestingly, the younger millennials (18-24 year olds) have used travel agents more in the last 12 months than the older 25-34 year old millennials: 13.3% versus 7.7%. This online survey was administered to over 750 members of the U.S. adult internet population, in the age range of 18-34, in the last week of December 2014, through Google Consumer Surveys. Click here to read the rest of the study's findings.

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The surprising truth of millennial marketing 

The surprising truth of millennial marketing  | The Insight Files | Scoop.it

Yahoo7 has rewritten the rules on marketing to millennials, revealing many of their digital habits are very similar to Generation X and Baby Boomers. In a new report drawing from a range of studies, data and proprietary Yahoo7 research, it showcased seven key themes in which the 18-34 year old generation was more similar than different in their use and engagement with digital media. Among the themes:

 

  1. Digital daily habits.
  2. Social media.
  3. Mobile.
  4. Brand reach.
  5. Video.
  6. Emotional reaction to creative.
  7. Effectiveness of advertising. 

 

Find out more.

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Vagabond Lifestyles's curator insight, March 9, 8:43 AM
The habits maybe the same but the time and mediums show a huge difference
 
Ariane Benard Mechler's curator insight, March 11, 10:52 AM

Pas si différents que cela les Millennials?

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Millennials are too afraid and self-important to take holidays

Millennials are too afraid and self-important to take holidays | The Insight Files | Scoop.it

The epidemic of American workers refusing to take holiday leave is due to a combination of economic anxiety and a shift in workplace culture around the country. A new study into this phenomenon has found that millennials lead the workplace as so-called 'work martyrs' who are unwilling to take their holiday leave each year because of a focus on prizing work hours over true productivity. Nearly half of millennials think it is a good thing to be seen as a work martyr by the boss, far outpacing the average of 39%, Gen Xers at 39% and  Boomers at 32%. Find out more. 

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Millennials more likely to use travel agents than any other U.S. demographic

Millennials more likely to use travel agents than any other U.S. demographic | The Insight Files | Scoop.it

The number of people who say they've used a travel agent to book a trip has rebounded slightly in recent years, and increased interest from millennials in agents may have contributed. In the last year, 22 per cent of Americans from households earning more than $50,000 booked travel through a travel agent, an increase from 14 per cent just three years ago, according to new research from the American Society of Travel Agents (ASTA). Millennials are leading the way in travel agent usage, with a striking 45 per cent likely to recommend a travel agent to a friend or family member. About two-thirds of those polled across all demographics said using an agent makes their trip better. Find out more.

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Do millennials use travel agents?

Do millennials use travel agents? | The Insight Files | Scoop.it

Are travel agents still relevant for a generation that grew up with the likes of Expedia, Skyscanner and other online travel booking websites? According to a new survey, it’s a definitive yes! According to MMGY Global's Portrait of the American Traveller, the most online generation is also the group most likely to use a travel agent. The report found that 28% of millennials surveyed had used a travel agent in the past 12 months, compared with 15% of Gen X consumers, 13% of baby boomers and 21% of mature-aged consumers. Interestingly, the same report found that the millennial generation were by far the most knowledgeable consumers of the pack. Find out more.

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Millennials want the unique instead of the usual from travel brands

Millennials want the unique instead of the usual from travel brands | The Insight Files | Scoop.it

Millennials are a departure from the traditional traveller. They desire the new and novel, and crave the unexpected. They want meaningful travel experiences and demand the distinct and different. Research has shown that Millennials travel often, taking an average of five business trips each year and extending them into leisure vacations. And this audience is 23% more likely to travel abroad than their older counterparts. With Millennials in the U.S. on track to spend $1.4 trillion each year by 2020, this travel-loving market is likely to put a portion of that on travel. That's why travel brands can't afford to overlook this lucrative market. As a result, this is making many hotel brands revisit their hospitality marketing strategies, which have been geared toward traditional travellers. But marketing to Millennials demands a unique approach. Discover how to engage this market and get them to stay with a hotel brand.

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Vagabond Lifestyles's curator insight, October 30, 2015 9:55 AM

Love this "How Millennials Killed Travel Marketing As We Know It"

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Youth travel comprises 23% of tourist arrivals

Youth travel comprises 23% of tourist arrivals | The Insight Files | Scoop.it

New research confirms that the tourism industry should be paying more attention to the millennial market. According to the WYSE Travel Confederation and World Tourism Organisation, youth and student travellers aged 15 to 29 represent 23% of international tourist arrivals. Youth and student travel is one of the fastest growing and most dynamic segments of global tourism with young travellers attracting attention from destinations looking to diversify their markets. According to WYSE Travel Confederation Director General, David Chapman, "Not only are young travellers on the verge of representing nearly one-quarter of international arrivals, they bring sustainable value to destinations." These travellers are pursuing knowledge and skill-building activities through travel, offering deeper value to both traveller and host destinations.

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Panos Fotiadis's curator insight, October 19, 2015 12:10 PM

The biggest segment?

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Millennials value stories and photos over video for trip inspiration

Millennials value stories and photos over video for trip inspiration | The Insight Files | Scoop.it

Travel articles hold just as much value with millennials as photos and video do, a new Yahoo Travel survey finds. Yahoo Travel asked 700 U.S. millennial travellers aged 18 to 34 what type of travel what type of travel content inspires them to book a trip. While the percentages of millennials favouring travel articles and photos are close, the articles edge out photos by 2 percentage points. Online travel photos are the third most popular medium viewed, underscoring how videos and photos usually need supplemental text to give travellers more context, millennials or otherwise. Find out more.

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What hospitality execs think about millennials, mobile and mergers

What hospitality execs think about millennials, mobile and mergers | The Insight Files | Scoop.it

Behind every hotel CEO contemplating millennials, mobile and mergers and acquisition activity is undoubtedly a leader of a hospitality advising company coaching CEOs on how to best tackle these opportunities in the workplace and in the guest room.


This Skift article outlines key thoughts from four hospitality executives who addressed hotel industry issues during a June press conference at the NYU International Hospitality Industry Investment Conference in New York City. Find out more.

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Travel brands rethink email strategies to target millennials

Travel brands rethink email strategies to target millennials | The Insight Files | Scoop.it

Among millennials, the inbox might not actually be the first place to most effectively reach certain travellers. The plugged-in generation audience of millennials seem to welcome direct mail more so than emails. They have grown up with technology versus other generations who were thrown into technology. Therefore, receiving a postcard or piece of direct mail - albeit more expensive sometimes - tends to actually be welcomed. Across industries, questions persist, with analysis over the past decade showing that a significant percentage of millennials do use the Internet to send and receive email, at least occasionally. Furthermore, as notable in the above chart, there is no statistically significant difference between millennials, Gen X and Baby Boomer respondents. All were between 54% and 57% likely to have sent or received an email within the past 24 hours. Whatever the incidence of their interaction with electronic messages, the responses of millennials to email marketing are likely to be product specific.

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Millennials smile for Snapchat

Millennials smile for Snapchat | The Insight Files | Scoop.it

This year, 95% of 18-24-year-old internet users in the US will log on to a social network via any device at least once per month, according to eMarketer - the highest penetration among any other age range. Based on recent research by comScore Media Matrix, Snapchat usage skews heavily toward this group, with internet users ages 18 to 24 accounting for 45% of US users in recent research. Millennials spend more time than older users with the social network each day, and they're most likely to use smartphones when smiling for the camera. In comparison, for every other social network studied, young millennials didn't even represent 30% of the audience.

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Travel habits of millennials: Airbnb least used for accommodation, for now

Travel habits of millennials: Airbnb least used for accommodation, for now | The Insight Files | Scoop.it

According to a recent Skift survey among 1,000 American millennials, Airbnb is the least used accommodation for this group, with only 3.7% of them having stayed in an Airbnb during their last personal trip. The hotel industry still has a long lead over other options, with over 40% of millennials saying they used a hotel during their last trip. And hostels, which are potentially more direct competitors of Airbnb-type accommodation, are still more popular than the sharing economy. However, older millennials prefer Airbnb at twice the rate of younger millennials, showing the potential move towards professionalisation of companies such as Airbnb. Furthermore, male millennials are more likely to stay in hostel and Airbnb-type accommodation, while women are more likely to stay in hotels and friends/family during their travels.

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Among America's millennials who travel, half have spouses and children

Among America's millennials who travel, half have spouses and children | The Insight Files | Scoop.it

Millennials are anyone between 18 and 34 years old. What's rarely noted is that many of them are married with children - a factor that has a big impact on their travel preferences. This fact should matter to destination marketing organisations, travel websites and apps, and other trade companies. To craft effective digital marketing campaigns, it's important to get the message right. About 57% of American millennials who travelled last year were married and 54% had children, according to a new survey by Resonance, a destination marketing consultancy in Vancouver. The survey of 1,189 people aged 18 to 34 was done online in November 2014 by pollster Insights West. Among the study's key statistics include:


  • American millennial travellers tend to take 4.2 trips per year on average, spending an average of $888 on holiday.
  • About 29% of millennial travellers have household incomes of between $100,000 and $150,000.
  • A significant percentage of millennials with children (37%) also plan to holiday with friends.
  • 51% of millennials say they enjoy sightseeing regularly on holiday versus 61% of middle age and 62% of senior travellers.
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