The Insight Files
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Consumer trends and news curated by Tourism Australia
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Sydney finally beats Melbourne as top destination

Sydney finally beats Melbourne as top destination | The Insight Files | Scoop.it

Sydney has been named the number one destination in Australia by TripAdvisor, leaving Melbourne in second place and Lord Howe Island in third. Meanwhile in the global stakes, Bali was number one. Award winners were determined using an algorithm that took into account the quantity and quality of reviews and ratings for hotels, restaurants and attractions in destinations worldwide, gathered over a 12-month period, as well as traveller booking interest on TripAdvisor. The top 10 Travellers' Choice Destinations for Australia are:

 

  1. Sydney, NSW.
  2. Melbourne, Victoria.
  3. Lord Howe Island, Lord Howe Island.
  4. Gold Coast, QLD.
  5. Magnetic Island, QLD.
  6. Noosa, QLD.
  7. Margaret River, WA.
  8. Port Douglas, QLD.
  9. Exmouth, WA.
  10. Airlie Beach, QLD.
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2017 Indian travel trends by Skyscanner

2017 Indian travel trends by Skyscanner | The Insight Files | Scoop.it

The global travel search engine Skyscanner has crunched some serious travel data and come up with a list of the top travel destinations for 2017 for Indian travellers. The Skyscanner Travel Trend Report predicts that Singapore (among countries) and Bali (among cities) will be the most visited destinations in the new year. In preparing the list, the company analysed 3 years of travel data of Indian outbound tourists, dating back to 2013. Examining search habits and changes in destination preferences over the years, five countries and five cities have seen the most consistent growth in international searches. Among the international countries are Singapore, Australia, Malaysia, Maldives and South Africa. Find out more.

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Jorge Amado's curator insight, April 24, 10:21 AM
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Engaging travel audiences through 360-degree video

Engaging travel audiences through 360-degree video | The Insight Files | Scoop.it

This article outlines three key reasons why 360-degree video content should be central to your company's marketing strategy. These include:

 

  • A Google study recently ran two variations of the same ad - a traditional ad versus a 360-degree video - and the 360 version triumphed with 41% more earned actions, in terms of subscribes, shares and views.
  • 82% of consumer internet traffic will be video by the end of the decade, according to Cisco's Visual Networking Index.
  • Facebook's vice president for the EMEA region predicts that the platform will likely be all video within the next four years.

 

360-degree video has the ability to be heard above the noise, but there needs to be emphasis on producing quality output that promises to engage audiences. Find out more.

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Australia rated #1 for solo travel

Australia rated #1 for solo travel | The Insight Files | Scoop.it

According to new research conducted by Booking.com, one in four Australians are planning to jet off on their own for the first time in 2017. Australians are also obsessed with travel and apparently 63 per cent of us remember our first time travelling more fondly and clearly than our first date. The research from Booking.com found that Australians find the USA, UK, Thailand and Argentina the most alluring destinations, while taking in the local culture and trying local foods were rated the favourite parts of travelling to a new place. Australia was also listed as the number one international destination for solo travel, with Sydney landing in the top ten places for first-time travel. Find out more.

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What we desire most in travel companions

What we desire most in travel companions | The Insight Files | Scoop.it

A spontaneous traveller may sound more exciting, especially to an easygoing Aussie, but a new study has revealed the sensible traveller to be the most desirable travel partner among Australians. Conducted by comparetravelinsurance.com.au, the survey found that the qualities we value most in travel companions are organisational skills (picked by 45% of respondents), calmness in the face of peril (16%) and budgeting skills (14%), A talent for social media was deemed the least important quality. Even among Gen-Y travellers, sensibility trumped spontaneity, with those aged 18-24 rating 'being organised' as the most important trait in a travel mate. Find out more.

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How travelling makes you a better person

How travelling makes you a better person | The Insight Files | Scoop.it

There's plenty of scientific research that proves that travelling can make us happier. However, not only is travelling fun and full of adventure and laughs, but it can also change the world and make us all better people. Here are five specific ways that travelling can change you for the better:

 

  1. You understand what it feels like to be an outsider.
  2. You're more compassionate.
  3. It gives you more time to think.
  4. It teaches you not to sweat the small stuff.
  5. You'll shed layers of ignorance you never knew you had.

 

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2016 travel trends shed light on travellers’ intentions for 2017

2016 travel trends shed light on travellers’ intentions for 2017 | The Insight Files | Scoop.it

Traveller behaviours and preferences throughout 2016 gives us a hint of what lies ahead, helping to identify opportunities for the coming year. So, based on the last year, what are travellers’ intentions for 2017?

 

  • Digital content will keep booming - travellers are seeking out more and more digital travel content.
  • Leisure travel will continue to surge - travellers' intentions to take a leisure trip in the next six months has steadily increased over the last six years. Data on room nights validates this growth.
  • Traveller safety ranks as important, but budget is still paramount - budget, economic concerns and the cost of travel are generally more prohibitive than safety concerns for travellers when surveyed in 2016.
  • Looking ahead - with this ever growing expansive digital travel marketplace, it's more imperative than ever to create a cohesive, integrated travel marketing strategy.

 

Find out more.

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Eve-Line Boulle's curator insight, March 23, 10:08 AM
"With the New Year in full swing, looking back can help us move ahead more effectively as travel marketers..."
Ralph Delius's curator insight, March 24, 1:34 PM
Here are some of the top travel trends for 2017.
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Emerging travel trends to watch in 2017

Emerging travel trends to watch in 2017 | The Insight Files | Scoop.it

Cheapflights.com.au has compiled its top five global travel predictions for 2017. From bigger and better airports to more international travel, Australians are set to encounter many exciting developments in 2017. Among the predictions include:

 

  1. Unbundled airfare for the win.
  2. Golden age for international travel.
  3. More airport innovation and investment.
  4. Portable travel search.
  5. Decline of the generic holiday.

 

2017 will see an uptick in people looking to travel with purpose:

  • Living like a local - the search for a more personalised and authentic experience.
  • Working holiday - combining work and travel.
  • Ecotourism - seeing destinations that are endangered and supporting tourism services that sustain vulnerable lands and species.
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Vagabond Lifestyles's curator insight, March 8, 9:59 AM
 This trends will make travel cheaper and more convenient. No excuses not to travel.
 
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The role of emotion in travel purchasing decisions

The role of emotion in travel purchasing decisions | The Insight Files | Scoop.it

Travelling is inherently emotional. But how does emotion influence a purchasing decision, and how can travel companies factor this in to the buying process? The best way to analyse the emotional journey is by using a common emotional instrument such as Plutchik's Wheel of Emotions or the Geneva Wheel. Mapping out key emotions to funnel stages will allow you an insight into the traveller emotional journey. For each stage, there can be a unique emotion attached, which can segue into the next stage. Understanding the unique relations between these will help you in establishing better conversion strategies. Knowing the emotional journey of the client will not only help to optimise targeted customer communication but also tell you where persuasion can most effectively be applied. Find out more.

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Amanda Loh Jia Min's curator insight, March 14, 12:56 AM
Topic 2 : Challenges facing the hotel and resort industry 

Summary : The article talks about the emotional influence of travellers on their travel purchases. 

Discussion : I agree with the author that emotions do influence travellers' purchasing decision as tapping into specific emotions of travellers can help generate travel suppliers' desired outcomes. For example, a way to stimulate a deeper connection with a customer can be through the reward mechanism (Tnooz, 2017). When travellers make a purchase, it feels less taxing when it is equated with small bonuses or discounts like ancillaries or free travel guides. 

References : 

Tnooz. (2017). But how do you feel? The role of emotion in travel purchasing decisions Retrieved from https://www.tnooz.com/article/but-how-do-you-feel-the-role-of-emotion-in-travel-purchasing-decisions/
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Best travel sites and apps of 2017

Best travel sites and apps of 2017 | The Insight Files | Scoop.it

This Huffington Post article outlines twelve of the best travel sites of 2017, popular with travel bloggers and backpackers alike. These apps take care of every part of the travel process, from finding the cheapest flight to planning day-to-day activities. Among the examples include:

 

  • Sygic Travel - lays out attractions by city on a map. Click on each one for a description and a list of tours which can be booked on the spot.
  • Utrip - this site creates a day-by-day itinerary tailored to your interests, factoring in desired destination, budget and factors such as dining, history, shopping and saving money.
  • Roadtrippers - includes an interactive map of restaurants, attractions, hotels, natural wonders and 'weird stuff' along your road trip route.
  • TripIt - keeps details for your flights, hotels, car rentals, restaurant reservations and other travel plans in one clean, convenient place so they can be accessed with ease.
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Vagabond Lifestyles's curator insight, March 3, 8:23 AM
Awesome tools to plan your next trip around town or around the globe.
 
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Tourism board uses vehicle recognition technology to target affluent travellers

Tourism board uses vehicle recognition technology to target affluent travellers | The Insight Files | Scoop.it

Bermuda Tourism has teamed up with the Media Agency Group to come up with a way of getting eyeballs on a new promotion for the Caribbean island. When drivers are held at traffic lights that are controlling the junction in West London, a camera on the billboard scans the license plate on the vehicle. It then instantly identifies the make and model of the car and changes the digital display of the ad to reflect the apparent wealth of the driver. Bermuda, given its distance from the UK and quality of hotels, is not a cheap destination to get to - thus the target audience. The personalised messages are activated when cars valued at more than £40,000 and which are less than four years old. The campaign highlights the versatile nature of digital OOH advertising and the potential that new innovations carry for the industry.

 

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Where we'll be travelling to in 2017 according to Virtuoso

Where we'll be travelling to in 2017 according to Virtuoso | The Insight Files | Scoop.it

According to Luxury experts Virtuoso, Australians are heading to Cuba and Iceland, looking for adventure in Antarctica and South Africa and honeymooning in the Maldives. Revealed in the 2017 Virtuoso Luxe Report Australia, these are the luxury trends being seen by the network's Australian based advisors for the coming year. The annual report, which for the first time included a breakdown from the Australian market, is the leading trend predictor for luxury and experiential travel globally. Also, for the first time, the report looks at destinations which are rapidly changing or at the risk of disappearing in the coming decade. Find out more.

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State of the industry: 2015-16

State of the industry: 2015-16 | The Insight Files | Scoop.it

The State of the Industry 2015-16 report has been officially released, and it shows that international and domestic visitors contributed a record $116.7 billion to the Australian economy, creating new jobs and reconfirming tourism's status as a super growth sector. The report confirms that 2015-16 was a record year for Australian tourism and it's going to keep tracking nicely, with the report predicting total tourism spend forecast to reach $162 billion by 2020-21. The report reconfirms positive growth across all major Australian markets against their Tourism 2020 targets including: expenditure, visitation, aviation, accommodation and labour force. China continues to lead market growth and encouragingly is 98% of the way towards its 2020 expenditure target of $9 billion annually. Click here to download a summary report.

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Tourism supports 1 in 10 jobs

Tourism supports 1 in 10 jobs | The Insight Files | Scoop.it

Travel and tourism generated one in 10 of the world's jobs in 2016 as the sector grew by 3.3 per cent, sprinting past the global economy for the sixth year in a row. The stats come from a new report by the World Travel and Tourism Council, conducted in conjunction with Tourism Economics. It researches the economic impact of travel and tourism impact on a global level, for 25 regions and 185 countries. According to the research, travel and tourism grew by 3.3 per cent in 2016, generating US$7.6 trillion worldwide, which is 10.2 per cent of the global GDP when the direct, indirect and induced impacts are taken into account. The sector supported a total of 292 million jobs in 2016, which is one in 10 of all the jobs in the world. Find out more.

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Tourism boards admit large effort needed for relevancy in digital world

Tourism boards admit large effort needed for relevancy in digital world | The Insight Files | Scoop.it

The role and operations of tourism boards have changed massively in recent years as they continue to figure out their position in the travel foodchain. In a recent poll and analysis of 61 tourism boards around the world by Trekksoft, nearly three-quarters claim it takes "a lot of effort to stay digitally relevant" in the industry. This is despite, according to the research, more than half of their budgets being spent on digital activities. Just 9 per cent claim to have a "cutting-edge digital strategy," with 9 per cent admitting to being behind the rest of the industry and 55 per cent stating that they "try their best." Experiences are considered by over half as a vital component of a digital strategy. Find out more.

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What Australian hotel travellers want

What Australian hotel travellers want | The Insight Files | Scoop.it

In a new study commissioned by HotelsCombined and conducted by an independent research agency, over 1,000 Australian adults have revealed what floats their boat when it comes to checking into hotels, from spas and babysitting to a freshly pressed shirt. Interestingly, despite spa treatments seeming like one of the most desirable services within hotels, 50 per cent of Australians don't use them. More than one-third of Australian travellers don't use a hotel's concierge or room service. Instead, the survey showed that Australians are seeking services that enable them to remain on the go and keep them connected. This statistic makes sense with 47 per cent of Australians taking shorter and more frequent holidays. The most popular hotel services among survey respondents was hotel Wi-Fi (83 per cent), 24-hour receptions (83 per cent) and housekeeping services (80 per cent). Find out more.

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Quick facts on U.S. online travel

Quick facts on U.S. online travel | The Insight Files | Scoop.it

The U.S. travel sector is fighting an uphill battle against geopolitical events, Brexit's effects on the stock market and the U.S. presidential election. However, American travellers' desire to explore and get away remains unabated, with growth in the 4-5 per cent range projected through 2020, bringing the total travel market to US$403.3 billion that year. Download this Phocuswright infographic to learn six quick facts about what you need to know about the U.S. travel market.

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The most Googled travel questions of 2016

The most Googled travel questions of 2016 | The Insight Files | Scoop.it

Australians are pretty decent when it comes to geography, especially when compared to Americans. But according to Google, we still have much to learn. This article outlines the five most common 'where is..?' queries put to Google last year.

 

  1. Where is Brussels?
  2. Where is Bora Bora?
  3. Where is Rio?
  4. Where is Malta?
  5. Where is Perth? During 2016, Perth was one of the most popular search terms to be put to Google by Australians!

 

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Wellness tourism means secondary activities for most global travellers

Wellness tourism means secondary activities for most global travellers | The Insight Files | Scoop.it

Wellness tourism is about as wide-ranging as the travel industry itself and there’s a vast spectrum of the types of trips that travellers take to improve their well-being. As more airports add spas and hotels create or acquire brands designed to help travellers maintain healthy lifestyles, most global travellers aren’t taking trips specifically for wellness purposes. This is according to research from the Global Wellness Institute, an organisation that educates the public and private sectors about preventative health and wellness. Only seven per cent of all global leisure trips in 2015 were wellness related, Global Wellness Institute found, and of that, about 89 per cent of trips were for secondary wellness experiences and 11 per cent were primary wellness trips. Find out more.

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89% of Aussies prefer world tours to weddings

89% of Aussies prefer world tours to weddings | The Insight Files | Scoop.it

Comparetravelinsurance.com.au recently conducted a survey which revealed that nine in 10 Australians would prefer spending the mountains of cash required for a wedding on a dream getaway instead. Out of those who would splurge on a wedding ceremony, 56% were male versus 44% female. On top of this recent study, other research has shown that holidays, as opposed to material goods, are much more likely to boost a person's happiness. A survey conducted by Booking.com found that a holiday can even trump the joy we experience from major events like job offers, engagements, weddings and even the birth of a child. Find out more.

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Travel trends for 2017

Travel trends for 2017 | The Insight Files | Scoop.it

Data science will remain a cornerstone of online travel in 2017, despite the damage done to the predictions industry by political pollsters. Among the other trends forecast by executives across the travel spectrum in this Tnooz article include:

 

  1. China goes global and new travel hotspots.
  2. 21st century hospitality: a new landscape emerges.
  3. Experience, memories and a new sort of spontaneity.
  4. Partnerships, personalisation and the end of the self-serve OTA.
  5. Technology: will it be goodbye native app, hello chatbot?

 

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Phocuswright: Destination selection trends

Phocuswright: Destination selection trends | The Insight Files | Scoop.it

Phocuswright's Destination Unknown: How U.S. and European Travellers Decide Where to Go 2016 delves into the leisure travel destination selection process and provides insight into motivating factors and preferences regarding information sources used by travellers in the U.S., France, Germany and the U.K. This article highlights five trends from the report:

 

  1. PCs still dominate online destination research, but this number is steadily declining.
  2. American travellers are much more likely to consider themselves early adopters of new technology.
  3. American and British travellers have the highest penchant for tablets.
  4. Nearly eight in ten travellers in each country always check multiple websites to ensure they're getting a good deal.
  5. European travellers, especially from Germany, have historically had a high penchant for gathering destination information online. However, these online sources have been quickly declining in recent years.
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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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Tourism Australia's 17 market traveller snapshots

Tourism Australia's 17 market traveller snapshots | The Insight Files | Scoop.it

These reports provide one-page snapshots of the travellers Tourism Australia are targeting for each of our core markets, including profile, behaviour, perceptions of Australia and TripAdvisor performance. These traveller snapshots can be used to specifically modify and shape product offerings and marketing activities to relevant markets. The snapshots have been updated with the latest 2016 data from the Consumer Demand Project and TripAdvisor. Additionally, in 2017, a traveller snapshot has been created for six additional markets: Brazil, Canada, France, Hong Kong, Italy and Taiwan. Click here to download the snapshots.

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Travel trends you'll talk about this year

Travel trends you'll talk about this year | The Insight Files | Scoop.it

20 years ago, booking websites were a pipe dream. Let's just say things have changed somewhat. So what are KarryOn's predicted travel trends for 2017?

 

  1. Pared-back hotels - in 2017, consumers will be seeking hotels that skimp on extravagant displays of opulence in favour of room spaces that subscribe to the philosophy of "less is more."
  2. Room Mate - A new service called Be Mate allows travellers to stay in apartments near Room Mate hotels while still giving them the freedom to use the neighbouring hotel's facilities.
  3. More women will travel solo - There has been a 230% increase in the number of women-only travel companies over the last six years, catering to a growing segment of the travel market.
  4. Stripped down economy class - Travellers are looking for products and services that are better tailored to what they want out of a holiday.

 

Find out more.

 

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