The Insight Files
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Consumer trends and news curated by Tourism Australia
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Hoteliers to change perceptions of Chinese travellers 

Hoteliers to change perceptions of Chinese travellers  | The Insight Files | Scoop.it

Expedia Group Travel brand Hotels.com has released the fifth annual Chinese International Travel Monitor Report, providing insight into the impact of global travel by Chinese travellers. The report confirms China continues to be the top global spender in terms of tourism expenditure and despite the economic slowdown, 92 per cent of Chinese travellers plan to increase or maintain spending. As a means to assist hoteliers with the development of the more independent and diverse travellers, the Chinese International Travel Monitor 2016 has identified five travel personas that Chinese travellers can fall into:

 

  1. Detailed explorers (25%)
  2. Cautious connectors (25%)
  3. Experience seekers (17%)
  4. Indulgers (12%)
  5. Basic pleasure seekers (21%)

 

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Who is the experiential traveller and what do they care about?

Who is the experiential traveller and what do they care about? | The Insight Files | Scoop.it

Experiential travellers are those with a desire to escape outdoors without the pressure of an unexpected interruption due to a connected device. Travel and outdoor marketing specialists MERCURYcsc surveyed a panel of more than 1,000 experience seekers to discover what a holiday means in today's connected world. It found that the experiential traveller takes on average, five leisure trips per year, and are well-educated risk takers who avoid homogenised experiences at all costs. Those surveyed are much more likely to take all of their annual leave; while 40% of Americans had unused leave last year, 72% of customers of travel and adventure brands managed to take all of their days. Travel marketers looking to appeal to the needs of this demographic should create their own strategies to appeal to this outdoor demographic's love/hate relationship with technology and connectivity while also promoting what makes a destination, tour or adventure so memorable for a getaway.

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Panos Fotiadis's curator insight, April 1, 2015 2:36 AM

perhaps the best segment of the travel market...

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Meet the PANKs: The new breed of traveller

Meet the PANKs: The new breed of traveller | The Insight Files | Scoop.it

PANKs are Professional Aunts, No Kids, and according to the World Travel Mart Global Trends Report, this is a key emerging demographic. The number of PANKs in the United States alone is estimated at 23 million; they spend some $9 billion per year on children. At this stage, there is no robust research on the trend in Australia. As women marry later, they are also having kids later or not at all, and spending a great deal of time earning income. This income gives them the option to indulge nieces and nephews, taking them on cultural adventures. These changing demographics are redefining family travel: no longer is it simply mum, dad and two kids. Find out more.

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