The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Comparing travel brands performance

Comparing travel brands performance | The Insight Files | Scoop.it

A new web-tool allows companies to track their daily progress on Instagram and see how they compare to their competitors. KonichiranK measures the number of followers an account has, the daily and weekly growth as well as historical performance, making it possible to see when a brand has experienced rapid growth. Industry leader Tourism Australia has millions of followers, gaining nearly 7,000 new followers in the past week alone. The remaining top five are pretty close, with only 30,000 difference between Queensland coming in second with 272,000 and Sydney in fifth place with 241,000. Find out more.

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What online hotel ratings and reviews aren't telling consumers

What online hotel ratings and reviews aren't telling consumers | The Insight Files | Scoop.it

Hotel ratings do not tell the full story of how guests view a hotel, according to an analysis of the text of 5,830 reviews covering 57 hotels in Moscow, Russia. The study found, for instance, that negative comments have a heavier weight in a guest’s rating of a hotel than do positive comments. This uneven weighting means that a simple average of positive and negative scores may not provide a clear view of guests’ opinion of the hotel. This finding also underlines the importance of consistency, because guests’ bad feelings from poor service generally will submerge their favorable feelings from good service. The study applied a regression analysis to the relationships of 18,106 distinct terms relating to five specific attributes—amenities, experience, location, transactions, and value. Download the report.

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Snapchat and the golden opportunity for travel marketing

Snapchat and the golden opportunity for travel marketing | The Insight Files | Scoop.it

Snapchat was the fastest growing phone application of 2014, with 120 million active users sending over a billion snaps per day. The app is poised to grow bigger and faster in coming years. Snapchat's photo messaging application, where users can take photos and videos and send them to a controlled audience. This article outlines quick tips to build a following:


  • Start by following big influencers to get ideas and learn strategies.
  • Use your current social media channels to bring people over to your Snapchat.
  • Be creative and post exclusive content that your followers want to see.
  • Be consistent by strategically timing posts.
  • Play games and offer prizes to followers who snap back.


Find out more.

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Ranting online about travel more popular than trying to get a refund

Ranting online about travel more popular than trying to get a refund | The Insight Files | Scoop.it

Research has shown that venting one's anger online about a poor travel experience is proving a more popular pursuit than taking it up with an official body. The study by MarkMonitor of almost 3,300 travellers in the UK, US, Germany, France, Italy, Denmark, Spain and the Netherlands found that 42% would post a grumble on the web in the first instance while only 40% would try to get  a refund from the product seller. Just over one-third would be sufficiently angered by the poor experience to take it up with an official trade organisation or licensing body. Find out more.

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How the sharing economy is changing travel

How the sharing economy is changing travel | The Insight Files | Scoop.it

The concept of hiring goods or services from peers is resonating with customers, and it's likely to have a big impact on the future of the travel industry. While the concept of sharing goods and services isn't new, the element of technology is, lifting the phenomenon to a mainstream movement. Technology is the missing link that has transformed collaborative consumption into a viable business model with high quality service standards. Airbnb alone now offers access to 650,000 rooms in 192 countries, taking only four years to reach this scale. However, there are some hurdles tourism business in the sharing economy need to overcome to compete with traditional businesses on a level playing field. Find out more.

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Eve-Line Boulle's curator insight, October 6, 2015 9:08 AM
"Renting rooms from locals, catching a ride with strangers, hiring a helper to perform dreaded household tasks. These days hardly a week goes by when we don’t hear a story about new ventures in the travel sharing economy."
Vagabond Lifestyles's curator insight, October 6, 2015 10:20 AM
The future of budget travel is here to stay!
Golan's Moving & Storage's curator insight, October 6, 2015 12:27 PM

Need help for your "permanent vacation?" Get in touch with Golan's Moving & Storage at http://golansmoving.com for packing and moving assistance.

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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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