The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The traveller’s path to destination selection

The traveller’s path to destination selection | The Insight Files | Scoop.it

A new study from Expedia Media Solutions and comScore reveals trends in how American, British and Canadian travellers choose a destination. The study shows that travellers frequently begin the planning and research process with more than one destination in mind. There are many factors that can influence where travellers book a trip, from recommendations, social media images, travel information sites and much more. Across the board in all three regions studied, online travel agencies and recommendations from friends and family are the leading resources for selecting a destination. The potential for advertising to influence destination decisions is significant as many consumers keep several locations in mind until the end of their purchase cycle. Find out how travel marketers can connect their brand with shoppers throughout the purchase path.

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Peter Lagreca's curator insight, March 24, 11:24 AM
Traveling is a great thing to do and when it comes time to pick a place to go it seems friends and family are the biggest influencers.

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1 in 3 consumers say brand advertising influences their purchases

1 in 3 consumers say brand advertising influences their purchases | The Insight Files | Scoop.it

Some 35% of North American consumers say that ads from brands influence them to make purchases, according to a CMO Council study sponsored by Bazaarvoice. Once again, word-of-mouth outranks advertising as a purchase influencer, though, in keeping with MarketingCharts' own research into purchase influencers. MarketingCharts' study indicates that word-of-mouth outranks all paid media in stated purchase influence. In contrast to the CMO Council survey, however, MarketingCharts research indicates that TV advertising and social media ads are two of the most influential advertising media. Find out more.

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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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Navigating the multi-device travel path to purchase

Navigating the multi-device travel path to purchase | The Insight Files | Scoop.it

To better understand the role of mobile in a multi-device journey and how travel providers can better connect with the next generation of global travellers - via mobile app or m-site - Facebook commissioned consumer research company GfK to conduct a multi-method path to purchase study of 2,000 people aged 18+ across the Netherlands and Sweden who had recently booked a short-trip (2-4 days). The infographic above highlights the many opportunities for travel providers to connect with connected travellers throughout their journey.

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Tracing the path to purchase in the travel sector

Tracing the path to purchase in the travel sector | The Insight Files | Scoop.it

Media agency OMD has completed one of its most in-depth pieces of research in a move to more accurately plot the path to purchase in the notoriously complex travel sector. The agency conducted studies in Australia and China, interviewing over 800 travellers in each country to better understand how, what and where they are consuming media. Among the study's findings include:


  • 34% of Australians interviewed admitted to clicking on an online ad.
  • Australian consumers are travelling twice as frequently as Chinese consumers.
  • Of 803 Australian consumers who booked airline, travel and hotel in the last 12 months, 70% booked both domestic and international travel; 26% booked domestic only and 4% booked international only.


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Booking paths of American, British and Canadian travellers

Booking paths of American, British and Canadian travellers | The Insight Files | Scoop.it

A new report from Expedia Media Solutions identifies trends and behaviours of American, British and Canadian consumers in the 45-day digital journey leading up to a travel purchase. In all three regions, digital travel content consumption is one the rise. There are 806 million minutes spent on digital travel content in Canada, 2.4 billion minutes in the UK and 8.7 billion minutes in the US, a year-on-year growth in each. While the time spent on travel content varies, the study found that travellers in the three countries share some behavioural similarities when it comes to travel planning. Download the full report here.

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The British traveller's path to purchase

The British traveller's path to purchase | The Insight Files | Scoop.it

A new study, “The British Traveler’s Path to Purchase” commissioned by Expedia Media Solutions with comScore, provides an inside look into what inspires and influences consumers in the UK as they plan travel during the 45 days leading up to an online purchase. The study shows that British travellers are avid researchers, spending 2.4 billion minutes engaging with travel content and visiting travel sites over 121 times during the path to purchase. Consumption on mobile is outpacing desktop, however nearly half of users are engaged with travel content on multiple devices. Find out more about what this booking path looks like across devices, travel categories, and stages of the purchase journey. 

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Mapping the traveller's path to purchase

Expedia Media Solutions, in partnership with Millward Brown Digital, has conducted a deep dive into the role that various travel sites play throughout each stage of the consumer path to purchase. The resulting report shares key insights into how the various phases throughout this journey – inspiration, research and purchase – provide valuable opportunities for travel marketers to influence consumers to ultimately book with them. For travel brands, it paints a clear picture of where to most effectively direct marketing budgets and strategic partnerships.

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Three quarters of travellers will research trips via mobile in 2016

Three quarters of travellers will research trips via mobile in 2016 | The Insight Files | Scoop.it

Mobile devices will continue to eat away at desktop's share of travel bookings for at least another four years - accounting for almost a third of online transactions in 2015. Figures from eMarketer indicate that combined mobile and tablet transactions in the US will hit 51.8% in 2016, up from 43.8% in 2014. The research house estimates that the decline of desktop bookings will continue until at least 2019, as consumers become more comfortable using mobile devices. Some 62% of leisure travellers will research a trip on a mobile device in 2016, up by 26% on 2015, with the figure expected to rise again to 73% in 2016. Find out more.

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Panos Fotiadis's curator insight, January 5, 2016 3:31 AM

Mobile devices will continue to eat away at desktop's share of travel bookings...

Eve-Line Boulle's curator insight, January 7, 2016 7:55 AM

"Mobile devices will continue to eat away at desktop's share of travel bookings for at least another four years - accounting for almost a third of online transactions in 2015."

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The traveller path to purchase - dreaming

The traveller path to purchase - dreaming | The Insight Files | Scoop.it

MyTravelResearch has designed a 7-step path to purchase model that is used by organisations such as Tourism Australia, major hotel chains, cruise companies and research group TNS. This model differs from most path to purchase models in that it recognises that for travel, the first purchase point is not your last and includes decisions both en route and in destination. It also recognises that what you do on your trip may influence my travel decisions as well as your own future ones. In 2012, 27% of international visitors to Australia on average were using their mobile in destination, with around 12% using a tablet. This trend is seen quite widely across markets - both mature (UK, Germany and US) and high growth emerging markets (Indonesia, Brazil).

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