The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Megatrends defining travel in 2017

Megatrends defining travel in 2017 | The Insight Files | Scoop.it

Skift has released its 2017 magazine, outlining the Megatrends in travel and tourism for 2017 and beyond. The list of trends expanded upon in the magazine are:

 

  1. Humanity Returns to Travel, in an Age of Digital Overload
  2. Overtourism Goes Mainstream, Destinations Get Smarter About Solving It
  3. The Fifties Are the New Target Demographic For Travel Brands
  4. Festivalisation of Meetings and Events
  5. Digital Platform Disruption Is Here to Stay
  6. Year of Reckoning for Europe, the World’s Biggest Tourist Destination
  7. Corporate Travel Tech Is in Upheaval
  8. Distribution Wars Have Moved Beyond Black and White
  9. Low-Cost Carriers Reinvent the Transatlantic Market
  10. Tours and Activities Are Finally Coming Into Their Own
  11. Cruise Lines Play the Long Game With New Markets and New Audiences
  12. This Is the Year of the Modern Female Traveler
  13. Artificial Intelligence in Travel Is Finally Becoming a Reality
  14. Dining Out Is the Main Event
  15. The New Luxury Is Defined by Small Brands With Big Stories

 

Click here to download the magazine.

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The world's best tourism websites in 2016

The world's best tourism websites in 2016 | The Insight Files | Scoop.it

The most significant trend in front-end design and content management of tourism websites over the last few years is the shift from static 'bilboard' websites - promoting tourism and hospitality partners with lots of banner ads and generic descriptions - to more organic story-driven portals that resemble travel media websites. According to Skift, the best tourism storytelling prioritises three things:

 

  1. Developing proprietary mobile friendly maps customised to the destination versus relying on Google Maps's limited functionality in terms of design.
  2. Diving deeper into consumer segmentation profiles and developing more nuanced content based on that intelligence.
  3. Surge towards longer-form videos profiling local residents who are proudly promoting their destination in a more natural, authentic voice.

 

Find out which tourism websites rank in the top 25 here.

 

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The state of global travel 2016

The state of global travel 2016 | The Insight Files | Scoop.it

Skift has released its third annual State of Global Travel deck for 2016. The report helps frame the current global travel landscape through the lens of data, tables, charts and graphs. From developments and new steps in specific verticals to the wide-ranging and ever-shifting nature of travellers' choices and passions, the report represents significant measures of the industry during the past year and beyond. Some interesting take-outs of the report from an Australian perspective include:

 

  • Australia rates at #7 according to the Global Travel and Tourism Competitive Index, behind Spain, France, Germany, USA, UK and Switzerland.
  • Melbourne’s Richmond is a trending destination on Airbnb, experiencing 126% growth in 2015.
  • Sydney ranks as the 20th most connected airport worldwide.
  • Virgin Australia and Qantas Airways both rank within the top 20 airlines for on-time performance.
  • Australia rates at #13 as a top global market for business travel spending.
  • Australia ranks at #4 in terms of cruising demand, only behind the US, Germany and the UK.
  • Australia rates at #7 with respect to the mobile share of bookings by country.
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Eve-Line Boulle's curator insight, June 16, 2016 8:42 AM
"Welcome to the third annual State of Travel deck..."
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Study reveals habits of highly successful Airbnb hosts

Study reveals habits of highly successful Airbnb hosts | The Insight Files | Scoop.it

According to a new study, the most efficient way to find the best Airbnb hosts is to count user reviews. The study took a sample of 20% of U.S. activity - about 430,000 listings and nearly six million bookings - to create its market snapshot. Key findings include:

 

  • The top 1% of Airbnb hosts significantly outperform the bottom 99% by earning 19% of the overall rental revenue.
  • As the rating of a listing goes up, so does its overall rental revenue.
  • Top 1% of hosts make 19% of the overall bookings revenue while owning 8% of the listings.
  • Only 7 out of every 1000 hosts have 10+ units and only 1 in 1000 hosts have 40+ units.
  • Superhosts on average make almost twice that of a regular host, but own the same number of listings as regular hosts.
  • Most listings (3 out of every 4 listing) earn modest total rental revenues of approximately $10K or less in a year.
  • Most hosts (8 out of every 10 hosts) have just 1 listing and earn a very modest extra income from hosting on Airbnb.
  • The number of reviews a listing has is a significant indicator of its occupancy rate. Even 1-3 star rated listings outperform unrated listings.
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How the world's 30 best airline brands ranked with consumers this year

How the world's 30 best airline brands ranked with consumers this year | The Insight Files | Scoop.it

Skift has reviewed Brand Finance's 2015 Top 30 airline brands, and measured these airlines' performance on social and traditional media, to gauge their relationship building and the resonance of their message. By combining Brand Finance'sown rankings with each airline's rank based on followers on Twitter, likes on Facebook, followers on Instagram, subscribers on YouTube and Klout score, Skift has come up with a net ranking, revealing which airline ranked higher than another, and by how much. Two airline brands stood out among their peers for 2015, both making it to Tier 1 rankings: Emirates and Turkish Airlines. Emirates was first place in Brand Finance's rankings in 2014 and 2015. However, Turkish Airlines was in 14th spot; its shift up demonstrates how dramatically creative social campaigns can grow an airline's brand fan base. Find out more.

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Skift's top travel trends for 2016

Skift's top travel trends for 2016 | The Insight Files | Scoop.it

Skift has released its annual magazine detailing the biggest trends the travel and tourism industry will be talking about and reacting to in the coming year. The annual magazine is dedicated to the analysis of 15 big trends playing out in the global travel industry from changing consumer habits, to the big marketing changes occurring, to how consumer data is finally being used to understand the traveller. Among the trends include:


  1. Video is the new language of brand communication
  2. Partnership time for hospitality in the on-demand economy
  3. Messaging is the new language of the globe, are travel brands listening?
  4. Focus shifts from millennials to Gen Z.
  5. Online booking sites' newest rivals: their former friends.


Click here to download the full magazine.

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Panos Fotiadis's curator insight, January 22, 2016 4:26 AM

Nostradamus speaks for 2016!

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25 travel moments that mattered in 2015

25 travel moments that mattered in 2015 | The Insight Files | Scoop.it

Skift has curated a list of 25 travel moments which mattered in 2015. In gathering the 25 selections, Skift looked for stories that helped to tell a bigger picture about what it is like to travel now - in addition to providing a snapshot of what happened in 2015, they also help point to where travel is headed in 2016. Making the cut includes:


  • Instagram surpassed Twitter to top social media strategies.
  • Tourism bureaus rallied around next-gen strategy.
  • U.S. Justice Department identified TripAdvisor and Google as booking threats.
  • Big players bought into tours and activities. 
  • Cruise lines finally competed with good Wi-Fi.
  • China's online booking sites finally got rational.


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Crystal Cruises: building a lifestyle brand

Crystal Cruises: building a lifestyle brand | The Insight Files | Scoop.it

In this article, Skift interviews Edie Rodriguez, the CEO of Crystal Cruises regarding the desires and needs of today's luxury travellers. According to Rodriguez, there are three key things important for today's luxury traveller: exclusivity, customisation and options. Rodriguez also discusses her plans to transform Crystal Cruises with the introduction of three new ships on order, super luxury residences on board, the debut of yacht cruising, and the purchase of a Boeing 787 Dreamliner with lie-flat seats and 28-day excursions. Click here to read the interview.

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The impact of the Washington D.C. Cool campaign

The impact of the Washington D.C. Cool campaign | The Insight Files | Scoop.it

First-tier travel destinations like Washington, D.C. have the inherent benefit of attracting overnight visitors based on their iconic attractions embedded in the public consciousness over decades in the making, but there's always the danger of devolving into a collection of clichés. If a destination becomes a victim of its own success because it's too stuck to its legacy identity, the visitor economy flat lines and the average age of visitors grow older. The tourism tax base shrinks, hotel occupancy and rate stagnate, and it's harder to drive increased attendance at conventions. A decade ago, Washington D.C. had plateaued as a tourism destination known solely for its museums, monuments and memorials. Then a marketing collaboration presented itself that would have a significant impact on the city's identity for both leisure and group travellers. Find out more.

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Travel start-ups connecting destination marketing organisations with travellers

Travel start-ups connecting destination marketing organisations with travellers | The Insight Files | Scoop.it

Connecting local businesses with tourism efforts, curating user-generated content and finding locals to help travellers get a true sense of place are tick marks on destination marketing organisations' daily agendas. But what destinations think travellers look for and what travellers search for don't always match up. Brands need actionable intelligence from platforms they can trust to take them deeper into the consumer's mind to tell them what's most useful to them. Skift has collated a list of five start-ups to build off the aforementioned three themes by showing destinations what really matters to a traveller without jumping through several hoops to find that out.


  • Chute curates user-generated content across all social media channels, helping brands use that content on their own platforms.
  • Mattr is a suite of social media tools designed for tracking, segmentation and language assessment of five main personality types.
  • CityScout connects travellers with experts in the places they are travelling who are particularly knowledgeable in what kind of experience they want to have.
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Surprising trends in global last-minute travel

Surprising trends in global last-minute travel | The Insight Files | Scoop.it

Skift has collated a number of charts showing the state of global last-minute bookings on each continent. Last-minute travel has been defined as travel booked seven days or less prior to departure. Searches and bookings are for air travel between April and June 2015. With respect to the Asia Pacific, the destinations Asia Pacific travellers are searching for last minute don't actually overlap with those they book last minute. These travellers searched for Hong Kong, Denpasar and Sydney, but actually booked the business hubs of Abu Dhabi, Dubai and Kuala Lumpur instead. More than half of last-minute bookings for Asia Pacific travellers included three or more people. Find out more.

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Etihad CEO on the passenger experience

Etihad CEO on the passenger experience | The Insight Files | Scoop.it

With minority stakes in Alitalia, Air Berlin, Air Serbia, Virgin Australia and others, Etihad has shunned the Big Three airline alliances in favour of more nimble partnerships and is creating efficiencies while other airlines "duplicate their overhead." These partnerships have turned Etihad Airways into the fifth largest airline group, with crew training, wide-body work and back office operations for several of the carriers underway in Abu Dhabi. On the passenger experience front, Etihad's CEO Hogan argues that Etihad's new Residence Suites, replete with living room, bathroom with shower and bedroom, on its A380s are disruptive and a design breakthrough. Skift sat down with Hogan to discuss these hot topics. Click here to read the interview.

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The future of travel in 2020

The future of travel in 2020 | The Insight Files | Scoop.it

Skift has released a manifesto on the Future of Travel in 2020, a 25-page manifesto that brings together many of the themes the company has discussed over the past three years, and some lessons learned about the larger changes in consumer behaviour - especially digital habits - in addition to how these get reflected in travel. Some highlights include:


  1. The former sharing economy is moving up the chain and taking over the holiday rentals sector.
  2. From maps to mobile to wearables to photo, travel booking is becoming ever-present.
  3. Transactions are easier, discovery is faster and feedback is transparent.
  4. Planning, buying and undertaking travel will no longer be discrete parts to be put together.
  5. There is a new kind of traveller who is adept at all available online and mobile tool, using them to jump across all industry-defined silos.
  6. The most forward-thinking travel brands are delivering deeper experiences to travellers by focusing on inspiration, personalisation and a path toward self-discovery.
  7. The future of travel will be won by brands that understand the 4Ss of content: smart, sharp, surgical and strategic.
  8. For the first time since the European Renaissance, the locus of travel is moving eastward.
  9. The future of travel is "consumer in" instead of "silos out."
  10. The next great travel brand of the future will integrate ubiquity, efficiency, ease of use, connection and conversation in catering to the on-demand generation.


Click here to download the manifesto.

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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images. However, a beach sunset photo can look strikingly similar across many tropical locations and may not be enough to encourage someone to choose one destination over another - differentiation is key. Visually appealing images and other content must also tell a story about the destination to stand out from the competition and attract potential visitors. This Skift article outlines a few ways that destination marketing organisations can share their story:

 

  • Identify the iconic.
  • Consider point of view.
  • Add interactivity.

 

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The future of international luxury travel

The future of international luxury travel | The Insight Files | Scoop.it

Amadeus' Shaping the Future of Luxury Travel report, prepared in conjunction with Tourism Economics, digs into booking data that shows Asia, North America, and the Middle East will see the biggest growth in luxury travel through 2025. Overall, the report projects a 6.2% growth in luxury travel over the next decade, compared to 4.8% for travel in general. While analysis shows the growth of Asia in luxury travel, the report is somewhat sceptical about continued expansion in China itself. Among the report's findings include:

 

  • Business class bookings are flat in Europe.
  • More North Americans are booking first-class.
  • Border and long-haul luxury is on the rise.
  • Luxury travel in South Asia is expected to grow the most.

 

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Travel industry now supports nearly 10% of world's jobs

Travel industry now supports nearly 10% of world's jobs | The Insight Files | Scoop.it

The travel industry employed one in 11 people in the world's working population in 2015, supporting more than 284 million jobs that contributed more than $7.2 trillion to global GDP. That number of jobs is more than Brazil's entire population, and travel's GDP contribution accounts for nearly 10% of the world's GDP. Some 7.2 million new jobs were generated by travel and tourism in 2015, according to the World Travel and Tourism Council's 2016 global economic impact report which analysed economic data on the contribution of the travel industry on a global level and for 184 countries in 24 regions. Travel and tourism directly generated over 107 million jobs in 2015 and that's forest to grow nearly 2% in 2016 to 109.8 million. By 2026, travel will directly account for 135.8 million jobs with an annual increase of 2.1% during the next decade. Find out more.

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The state of global tourist visas in 2016

The state of global tourist visas in 2016 | The Insight Files | Scoop.it

This Skift article highlights the global status of tourist visas in 2016. Among the key take-outs include:


  • The percentage of the world's population requiring a visa to travel somewhere has decreased 14% from 1980 to 2015.
  • Visas are required for about 60% of the world's population as of 2015. About 75% of European countries require a visa for entry, the highest percentage for any region.
  • In terms of visas, the world is more open for tourism in 2016 than it was in 1980 - in 1980, 75% of the world's population needed a visa to travel internationally compared to 61% in 2015.
  • Some 51% of all visa policies were reciprocal in 2015, where two countries have the same visa policies, compared to 71% in 2008.
  • The UNWTO considers 48 source markets as highly mobile markets, meaning these countries' citizens have the highest freedom to travel.
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Eve-Line Boulle's curator insight, March 17, 2016 10:26 AM
"The world has less restrictive visa policies in 2016 than it did before the global economic crisis. Let’s hope temporary setbacks from terror attacks and security fears don’t cause governments to send us backwards."
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Best quotes from U.S. Tourism Bureau CEOs

Best quotes from U.S. Tourism Bureau CEOs | The Insight Files | Scoop.it

Skift interviewed numerous tourism bureau CEOs around the United States in 2015 about their organisations' internal shifts in strategy, marketing and technology to to better engage both the leisure travel and meeting sectors. The quotes align with key trends including best practices in two-way digital communication with consumers, differentiating brand storytelling and new partnerships to drive economic development. Key themes include:


  • The impact of DMAI's DestinationNEXT
  • Millennials and meetings
  • Marketing and branding best practices
  • Data and research
  • Funding challenges
  • Promoting local travel
  • Advocacy for inclusivity
  • Website development
  • Social unrest


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China's fastest-growing aviation markets

China's fastest-growing aviation markets | The Insight Files | Scoop.it

With the number of Chinese outbound tourists at more than 100 million for this year, it is important to assess which are the fastest-growing markets for this country of one billion-plus people. UK-based airline data firm's OAG new Chinese aviation report analyses which markets have seen dramatic increases in set capacity and which airlines are carrying the most outbound Chinese travellers to the top 15 markets. According to OAG, there were 298,353 scheduled flights in November 2015 leaving Chiense airports for destinations in China or internationally. Vietnam has emerged as the fastest-growing market for Chinese outbound travellers, more than nearby Japan, Thailand or Australia. Find out more.

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Americans' perceptions of travelling abroad

Americans' perceptions of travelling abroad | The Insight Files | Scoop.it

Americans are half as likely as Europeans to travel overseas to more than one country, with cost being cited as the main reason. According to Hostelworld data, the average American has been to three nations, while nearly one-third (29 percent) of American adults have never travelled abroad. However, the proportion of Americans who travel internationally to several nations continues to increase year-on-year – at 29 percent in 2014, compared to 15 percent in 2013 and 9 percent in 2011. Notably, Americans are most interested in meeting Australians while abroad, followed by UK and German travellers. Find out more.

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Travel start-ups giving mapping a fresh perspective

Travel start-ups giving mapping a fresh perspective | The Insight Files | Scoop.it

More and more discovery is happening locally after travellers have arrived in their destinations. It is no longer enough to hand out printed maps - although these are still appreciated by many travellers - and hope that a static piece of paper will lead tourists to your door. Travellers want to know everything to expect in and around a place they are going and where they will be in relation to where they are going next. These five start-ups seek to put an increased and smarter sense of direction in travellers' hands that can provide them with inspiration and familiarity with an area they are visiting. Among the start-ups include:

  • STAPPZ helps travellers save photos of their trips and creates a map displaying where the photos were taken.
  • Orbitist enables tourism boards to embed content directly on their site that is interactive in the form of photo and video, helping mine important user-generated social media.
  • Citymaps is a site for travellers to search, save and share points of interest.
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How VisitBritain markets a mature brand to a new audience

How VisitBritain markets a mature brand to a new audience | The Insight Files | Scoop.it

In this Skift interview, VisitBritain's CEO Sally Balcombe speaks about marketing destinations to next generation consumers. VisitBritain is responsible for promoting travel to England, Scotland and Wales but it needs to do that in new ways to remain relevant for younger, digital-savvy audiences keen on exploring areas outside London and Edinburgh, especially. The biggest development is the new VisitBritain.com website launching in October, which will have more of a storytelling delivery and more robust content highlighting local experiences in the countryside and second-tier cities. That is representative of the shift among destination marketing organisations into something more resembling travel media companies, where the priority is the end user experience and user interface versus a billboard for destination partners. Find out more.

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Taking risks to market an icon like NYC

Taking risks to market an icon like NYC | The Insight Files | Scoop.it

How do you market a destination that has been on travellers' bucket lists forever and what kinds of new approaches are needed? Dixon, who has been at the helm of NYC & Company since March 2014, thinks it is vital for tourism marketers to understand their audiences regardless of ever-evolving marketing platforms. In that regard, Dixon believes some marketers and organisations are too risk-averse; a formula for stagnation. Click here to read Skift's interview with Dixon about trends in marketing household-name destinations. Dixon touches on the rise of experiential travel, presenting the familiar as exotic and changing the conversation to influence new audiences.

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The new set of best practices for making smarter tourism boards

The new set of best practices for making smarter tourism boards | The Insight Files | Scoop.it

Destination Marketing Association International has released a 94-page DestinationNEXT Practice Handbook outlining 20 best practices and 10 "NEXTPractices" for tourism bureaus in 2015. The NEXTPractices are initiatives that have much more potential for destination marketing organisations although some may require a long time to develop and scale fully into practical systems for the mainstream DMO industry. Among the "NEXTPractices" include:


  • The rise of DMO cognitive systems
  • The future of shared economy collaboration
  • Behind the value of DMO network models


Click here to download the handbook.

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Tourism bureaus need to stop thinking like tourism bureaus

Tourism bureaus need to stop thinking like tourism bureaus | The Insight Files | Scoop.it

The primary role of tourism bureaus is to choreograph the overall destination experience. Most DMOs are involved in some type of product and destination development, such as acquiring new airline routes, supporting meeting and convention infrastructure expansion, and developing large special events. The original DMO mandate revolved around driving economic development and quality of life for the entire destination, including both the local business community and local residents. In this interview, Skift speaks with Bill Geist, chief instigator at DMOproz to discuss the shifts in the DMO industry.

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