The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Building digital assets in the tourism industry

Building digital assets in the tourism industry | The Insight Files | Scoop.it

It is now time for tourism marketing executives to shift tactical executions to focus more on building and creating content that is owned and to view social media as a means of distribution rather than an online marketing tactic in its own right. Strategies centred around creating a strong online presence for hotels are required. 


  • Content: At the centre of your owned media strategy is content - content should be informative, interesting and compelling.
  • Variety: There should be a variety of content in your owned media strategy.
  • Websites: Too much focus has been on factual and functional brand values rather than emotive brand benefits.
  • Blogs: Blogs with personal stories that talk directly to your personas and their trigger points can result in your brand making it to the consideration set in a competitive market.
  • Email lists: Implement a balanced combination of great stories, videos and imagery as well as genuine offers. 
  • Social media as a distributor to owned content: social media signals mean the search engines pick up on your authority and influence and you will be more likely to be connected with your customers in semantic search. 
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Australia's tourism business landscape

Australia's tourism business landscape | The Insight Files | Scoop.it

Tourism Research Australia has released a new report, which conducts an examination into the health of Australia's tourism industry. Tourism constituted approximately 13% of the total 2.1 million businesses in Australia in June, 2013, with 95% of tourism businesses being held by self-employed, micro and small businesses. 80% of tourism businesses were located in the states of New South Wales, Victoria and Queensland. Overall, 38% of tourism businesses were located in regional areas, generating 44% of total tourism revenue in 2012-2013. Click here to read the full report.

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