The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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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. 
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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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Sydney beats Melbourne in safest cities index, but who beat all?

Sydney beats Melbourne in safest cities index, but who beat all? | The Insight Files | Scoop.it

A recent report from The Economist's Intelligence Unit has ranked the top fifty cities across the globe in terms of safety, putting the next summer Olympic host city of Tokyo in first place. Singapore was a close second, and Japan's Osaka took out third place, giving us an all Asian top three. While Melbourne may come out on top when it comes to liveability, Sydney has beat it in the safety stakes, coming in behind Stockholm and Amsterdam as number six to Melbourne's nine. New York was the only US city to make the top ten and Jakarta was left to come last in the top 50 rankings. Click here to view the full list.

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State of the travel tech nation - in the year 2040

State of the travel tech nation - in the year 2040 | The Insight Files | Scoop.it

We live in a fascinating - if uncertain - period for travel tech, as intermediaries, suppliers and, indeed, consumers evolve at an unstoppable rate. As the number of people travelling is expected to double in the next 25 years, the role and function of travel technology will be influenced whether those that use it like it or not. This article highlights other elements which are likely to change, including:

 

  • Customers will split into two - those who value low-cost holidays above all else and those who require bespoke, tailor-made experiences.
  • There will be a decline in dynamic packaging - OTAs and dynamic packaging tour operators will need to add considerable value to what they off if they are going to survive.
  • The demise of the GDS - many airlines and suppliers are now offering direct access to their stock via an API.
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Eight travel predictions for 2017

Eight travel predictions for 2017 | The Insight Files | Scoop.it

Inspired by a wealth of data, traveller endorsements, reviews, preferences and insights as well as industry leading understanding and innovation in technology, the experts at Booking.com have shed light on major travel predictions for 2017. Among the trends of what holiday makers and business travellers can expect to experience in the year ahead:

 

  • Technology is fuelling a more demanding and impatient traveller, with 44% of travellers already expecting to be able to plan their holiday in a few simple taps of their smartphone and over half expecting their use of travel apps to increase in 2017. 
  • The bleisure boom is well and truly underway, with 2017 set to see a further upswing in the blurring lines between leisure and business travel, in addition to the value attached to workplace travel opportunities. Of the 40% of global travellers who journeyed for business this year, 46% think they will travel even more for business in 2017.
  • 45% of travellers plan to be more adventurous in their choice of destination in the coming year, while 47% would like to explore corners of the globe that none of their friends have been to. 56% of travellers would like to do more independent travel in 2017. 
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Facebook's head of travel reveals how brands are winning on the platform

Facebook's head of travel reveals how brands are winning on the platform | The Insight Files | Scoop.it

The travel industry has been at the centre of Facebook's advertising growth during the past year and despite market concerns over Facebook's statements that the uptick in its advertising revenue will decelerate in the future, Facebook expects its investment in travel to keep trending up in 2017. Facebook has had a pivotal year in the travel industry - from its new ad products and video platforms to the company's continued foray into virtual reality. This Skift interview with Facebook's Head of Travel, Christine Warner, discusses Facebook's role in travel inspiration and planning, why it's important to get the 'brilliant basics' right when it comes to mobile and what the company has learned from its new products, in addition to where those are headed in 2017. Click here to read the interview.

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Olly Wheatcroft's curator insight, December 16, 2016 8:45 AM

Interesting article highlighting the demand for social advertising from the travel industry. 

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Travel app usage is soaring, but consumers are restless

Travel app usage is soaring, but consumers are restless | The Insight Files | Scoop.it

A new study and white paper from Neumob provides detailed and proprietary consumer research that shows how travel app users respond to poor app performance. According to the report, 90% of the minutes spent on a smartphone are within apps, as opposed to surfing on mobile browsers. Among the top ten travel apps for the USA, UK and Australia includes TripAdvisor, Uber, Airbnb and Trivago. 82% of the survey's UK and US respondents had in fact booked an airline ticket, train ticket or hotel using a mobile app over the last 12 months. What's more, 84% of respondents expected a travel app to load on their smartphone in 3 seconds or less, with 51% expecting 2 seconds or less. Find out more.

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Panos Fotiadis's curator insight, December 8, 2016 3:11 AM
The usual suspect
VIPJourneys's curator insight, December 27, 2016 2:45 PM
Love this story. Have you found any info on Axus app?  We at http://vipjourneys.com are testing it out.  Just asking. 
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Chinese travel set to reach record highs in 2016 despite a slower economy

Chinese travel set to reach record highs in 2016 despite a slower economy | The Insight Files | Scoop.it

Claims that a weaker Chinese economy has negatively impacted travel demand in China have jockeyed with financial headlines across Asia this year. But it always helps to check the numbers - the latest data shows that not only is the Chinese travel industry alive and well, it's also having its best year ever and 2017 is on track to be even better. Some 589 million Chinese travellers took domestic and international trips during this year's Golden Week in China, according to data from Ctrip. That's a 12% year-on-year increase in the number of Chinese travellers that travelled around China or abroad compared with last year's Golden Week and a 24% increase from the 2014 holiday. 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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Airbnb demand increasingly hitting hotels, not online travel agencies

Airbnb demand increasingly hitting hotels, not online travel agencies | The Insight Files | Scoop.it

The use of Airbnb is growing faster than industry commentators predicted, with hotels the main losers in the new accommodation war. A large survey and follow-up analysis by global financial services giant Morgan Stanley says that Airbnb penetration of the accommodation sector is hitting somewhere in the region of 18-19%, up from 12% last year. This marked increase in the space of just 12 months is being felt in both leisure and corporate travel, with nearly a fifth of both types having been hosted by an Airbnb member. Although growth is forecast to slow slightly over the course of the next year, penetration is likely to be at around 23-25%. Driving this still-rapid increase in usage is a combination of high traveller awareness (75% of consumers) and even higher user satisfaction rates (93%). Find out more.

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Amadeus introduces the Chinese traveller 2.0

Amadeus introduces the Chinese traveller 2.0 | The Insight Files | Scoop.it

Amadeus says that old assumptions about what Chinese travellers want from their travel experience need to be reconsidered. Bolder, more empowered and increasingly independent, gone are the days where the only Chinese travellers you see were group tours. Chinese travellers are complex and diverse, although group tours remain important. Today we're seeing a shift from observation to participation - a growing desire to seek once-in-a-lifetime experiences and immersion in local culture rather than just ticking off must-see landmarks off a list. Also on the rise is a rejection of brands attempting to silo them into demographic groups of age and income. Find out more.

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The world's best airlines for 2017 are...

The world's best airlines for 2017 are... | The Insight Files | Scoop.it

Airlineratings.com has announced its top ten airlines for 2017, with Air New Zealand taking out the top gong for the fourth consecutive year, followed by Qantas and Singapore Airlines. In order to be named in the top ten, airlines must have a seven-star safety and product rating and demonstrate leadership in innovation for passenger comfort. The annual ranking is fantastic news for Australian airlines, with both Qantas and Virgin Australia moving up two spots compared to last year; Qantas from 4th to 2nd and Virgin Australia from 7th to 5th. 

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Top travel trends from 2016's WTM

Top travel trends from 2016's WTM | The Insight Files | Scoop.it

This KarryOn article highlights the top trends and insights gathered at the world's largest travel show - World Travel Mart in London. Among these include:

 

  • Travellers choosing a holiday destination based on the environment and sustainability.
  • By 2018, mobile will be the number one method for travel bookings given internet usage is already nearing 75%.
  • Physital is the new buzzword for agents. Wholesalers are likely to provide agents with branded virtual reality headsets to assist them in selling their product. 
  • Within 5 years, Facebook will be 100% video content. Unless your business is producing immersive video or 360-degree video, you will be left behind. 
  • Not far behind are Chatbots, using artificial intelligence and machine learning to interact via an app with potential customers in a human like way without any direct human involvement. 
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Research reveals the real reasons people abandon online purchases

Research reveals the real reasons people abandon online purchases | The Insight Files | Scoop.it

Behavioural marketing solutions company Salecycle has released the results of key reasons why people abandon their online shopping, including travel sales. Taken from a consolidation of over 500 global brands, the report looks at the top reason for abandoning online shopping was due to users just researching (34%), shipping costs or times not being acceptable (18%), prices being too high (18%) or them preferring to buy in-store (15%). The research revealed the travel sector continues to see the highest average rates of abandonment at 80.4%. This highlights the struggle for online retailers to stay price competitive in terms of their products and services as well as shipping costs in a very saturated market. Find out more.

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Panos Fotiadis's curator insight, December 15, 2016 3:01 AM
An interesting issue
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Passengers want more technology and control along their journey

Passengers want more technology and control along their journey | The Insight Files | Scoop.it

Many airline passengers want to use technology to ensure they have more control over their journey, International Air Transport Association (IATA), the global airline industry group, reported in a recent traveller survey. The data mirrors the trend elsewhere, with passengers under age 45 generally preferring technological solutions over a human touch. IATA, which interviewed 7,000 travellers from 140 countries for its annual survey, found travellers younger than 24 value on-board Wi-Fi more than any other factor, while travellers between 25 and 44 are most interested in receiving timely e-notifications from airlines on flight and baggage status. Travellers older than 45 said they valued service from aircraft crews more than anything. Find out more.

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