The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Tracking online behaviour and the path to a travel purchase

Tracking online behaviour and the path to a travel purchase | The Insight Files | Scoop.it

With average online travel conversion rates of around 4 per cent, it's no surprise that travel companies are looking throughout hte funnel to see how they might get more out. There are a number of well-publicised issues including the infrequency of trips, the siloed nature of the industry, slim margins and legacy technology. Even when companies can access meaningful data, they often struggle to know what to do with it. A compnay called B-Smark has developed a tool to help travel businesses gather information on purchase intentions by asking people about their online behaviour during the purchase path. Once armed with this information, companies can work on improving recommendations of products and services to customers and drive conversion. The technology enables users to choose a reason they decided to search for, book or share a particular product - in other words, their motivation. Find out more.

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What your age says about how you use the internet

What your age says about how you use the internet | The Insight Files | Scoop.it

We’re in the midst of a generational shift, with Millennials expected to surpass Baby Boomers in 2015 as the largest living generation. However, marketers shouldn’t take this as an opportunity to revamp their entire outreach strategy; if they’re competitive, they should already be creating content that resonates with multiple generations.


  1. Baby Boomer consumer most of their content between early morning and noon, whereas Millennials and Gen Xers consumer the most during the late evening.
  2. Over 25% of Millennials are consuming content through their mobile phones, while the preferred portable device for Baby Boomers is a tablet.
  3. Preferred content types span across all three generations, but specific genres differ significantly.


Find out more.

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