The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Brand USA wants to rebrand America again

Brand USA wants to rebrand America again | The Insight Files | Scoop.it

As Brand USA's budget has swelled in recent years, it has launched a variety of marketing campaigns aimed at attracting foreign visitors to the USA. The group's latest board meeting highlights a repositioning in international advertising with America as a land of invention. Among the upcoming actions include:

 

  • Brand USA is looking to launch new international brand campaigns that turn America's weaknesses into positives, turning America's size and diversity into a selling point rather than a source of confusion.
  • 2016 marks the first ever US-China Tourism Year event, a partnership which is geared at getting more Chinese holidaymakers to visit the United States.
  • Brand USA has reported the success of its latest documentary film, National Park Adventure, with plans to fund a similar film in the coming years and leverage the content produced for the film across other mediums.
  • The renaming of its Visa Waiver Program.

 

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The stunning transformation of Australian tourism

The stunning transformation of Australian tourism | The Insight Files | Scoop.it

The surge in Chinese tourists to Australia is unprecedented in both speed and scale, and is driving a much-needed boom in the tourism sector. China is the leading source of Australia's inbound tourism, contributing 22% of total visitors for the year ending September 2015 and representing 21% of Australia's total value of inbound expenditure (up 43% on pcp) with a record $7.7 billion spend for the year (up 32% on pc). Improved living standards, rising incomes, increased accessibility to Australia via more accommodative visas and development in aviation connections, have allowed China to become Australia's primary importer of tourism services. To provide some perspective, the 1.2 million visits (to Australia) from New Zealand is equivalent to roughly 25% of the country's population. The 1 million visits from China is equivalent to 0.07% of its population. Find out more.

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UNWTO Secretary-General on sustainable tourism, visas and security

UNWTO Secretary-General on sustainable tourism, visas and security | The Insight Files | Scoop.it

Skift interviewed Taleb Rifai, UNWTO secretary-general, on the biggest issues facing global tourism in 2015 and beyond, in addition to how destinations can work to create solutions to these challenges and opportunities. As a record 1.1 billion international travellers crossed borders in 2013, the global tourism landscape is shifting to new frontiers of Asia, Africa and Latin America while the tourism strongholds of Europe and the U.S. continue their ascent in visitor arrivals. Exports from international tourism rose to $1.5 trillion in 2014 and show no sign of falling back. The worldwide travel and tourism gross domestic produdct is growing faster than the average global GDP and both domestic and international visitor spending are projected to soar during the next decade. Click here to read the interview.

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7 things that small travel providers need to do to compete

7 things that small travel providers need to do to compete | The Insight Files | Scoop.it

Can smaller travel agencies and OTAs compete against market giants? Here are 7 possible ways, from a Swiss travel entrepreneur.

 

  1. Be personal - travellers are humans and are more likely to trust other human beings over booking engines.
  2. Connect with hotel partners - most hoteliers would rather not deal with Expedia or Booking.com.
  3. Be communicative - small OTAs have the same policies as Booking.com and Expedia but this message needs to reach the target audience.
  4. Be trustable - include logos and affiliations, satisfied client reviews and rating, and talk about your history.
  5. Find alliances - Synergies can be achieved through customer services and IT companies.
  6. Personalise all automatic software - personalised messages can easily be created with chat software like Intercom.
  7. Find your niche - identify your forte and try to be the best in that slot.
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The hotel smartphone app will control room service and everything else

The hotel smartphone app will control room service and everything else | The Insight Files | Scoop.it

Room service used to be a luxury for many hotel travelers, but as the technology generation has grown into travel, many are now looking for a faster and more efficient replacement. With a hotel smartphone app in each traveller's pocket, most amenities once available through the wired hotel system can now be accessed through the cloud. Virgin's hotels nearly revolve around the smartphone. In addition to ordering room service, the thermostat, in-room music and television is all controlled by the smartphone, connecting the user and room. Among the legacy hotel chains, Marriott is among the first to integrate room service with a smartphone app. The service has been rolled out to 46 properties while full-scale launch is slated for the upcoming months. Applications like these will only grow as the travelling public demands better and faster connectivity as part of the unified hotel experience.

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