The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel brands are betting on the future of mobile virtual reality

Travel brands are betting on the future of mobile virtual reality | The Insight Files | Scoop.it

Early adopters in the travel space say the proliferation of mobile devices in the US is likely to keep virtual reality around for some time to come. There are still questions around whether the technology will truly enable a new, lusher travel discovery experiences for the masses. Research on the scope of the virtual reality market is still scarce, but consulting firm Deloitte projected earlier this year that travel companies will have to grasp with the cost of producing virtual reality content compared to other mediums. Deloitte Global predicts that virtual reality will have its first billion dollar year in 2016, with about $700 million in hardware sales and the remainder from content.

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Comparing travel brands performance

Comparing travel brands performance | The Insight Files | Scoop.it

A new web-tool allows companies to track their daily progress on Instagram and see how they compare to their competitors. KonichiranK measures the number of followers an account has, the daily and weekly growth as well as historical performance, making it possible to see when a brand has experienced rapid growth. Industry leader Tourism Australia has millions of followers, gaining nearly 7,000 new followers in the past week alone. The remaining top five are pretty close, with only 30,000 difference between Queensland coming in second with 272,000 and Sydney in fifth place with 241,000. Find out more.

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What travel brands need to know about content marketing

What travel brands need to know about content marketing | The Insight Files | Scoop.it

Expedia research suggests that customers visit travel websites 38 times before booking. Unlike companies which are selling vacuum cleaners or mortgages, travel brands have the luxury of talking directly about what they are selling and finding an audience that wants to listen to what they have to say. In this article, Travel Weekly has collated a few things every travel company needs to know before they plunge into content marketing. These include:


  • Understanding how you will inspire your audience - 70% of people don't know where they want to go when they start researching a trip.
  • Providing the tools for planning a trip - as your potential customer moves along the travel consumer journey, you need to help them plan their trip with destination-specific content.
  • Don't underestimate the power of human beings - TripAdvisor receives more than 250 million unique visitors a month.


Find out more.

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Vagabond Lifestyles's curator insight, October 15, 2015 11:16 AM

Not just travel brands, but ALL brands and biz!  What do you think?

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Travel companies must focus on lifestyle to survive

Travel companies must focus on lifestyle to survive | The Insight Files | Scoop.it

The days of travel brands surviving only as service providers is over. Clean sheets and safe flights are considered standard, especially among so-called “millennials”, customers who seek deeper connections to brands’ values and the lifestyles they represent. No sector is better placed for this than travel. Brands now wield creative content and seductive images to sell a lifestyle, and therefore drive customer engagement, loyalty and sales far outside the traditional travel cycle. As companies create links with customers they can communicate via mobile apps and social feeds to become part of aspirational travel from the start. There are virtually no barriers left to developing a lifestyle brand - creating a beautiful Instagram account costs nothing. No matter the company, no matter the message, travel brands cannot afford not to align with a lifestyle.

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Panos Fotiadis's curator insight, May 21, 2015 2:42 AM

things change, people change, lifestyles change, so hoteliers should too,,,they say

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What travel brands need to know about Facebook's new updates

What travel brands need to know about Facebook's new updates | The Insight Files | Scoop.it

Facebook's developer team has unveiled a variety of features that will simultaneously affect users and travel brands at its recent annual conference. There are 25 products which will be rolling out in the coming weeks; this Skift article lists three key topics that will have a strong impact on travel brands: 


  1. Extending Live Chat to businesses on Messenger - the integration will provide airlines, hotels and booking sites the ability to manage customer inquiries in a direct message that is more timely and personalised.
  2. Supporting new video content and distribution - being able to embed videos that are directly uploaded to Facebook outside of the platform is a huge incentive for brands to publish more videos. 
  3. App integration and analytics - with the flow of information from one device to the next, Facebook's analytics for apps will provide a view into customer behaviour and attribution data to better personalise the apps and market them to the right people. Travel brands that enable its app users to login via Facebook can access this dashboard for free.
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Panos Fotiadis's curator insight, April 29, 2015 2:07 AM

no. 2 is a very interesting new feature

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Five things travel brands aren’t doing with their web testing (but should be)

Five things travel brands aren’t doing with their web testing (but should be) | The Insight Files | Scoop.it

Testing should be about more than conversions and revenue - it can become a multipurpose tool across of your organisation, says Maxymiser. While most major brands are leveraging A/B and multivariate testing, very few exploit the full power of their testing solution. In this article, Maxymiser's managing consultant details five ways that brands can leverage their testing solution for great ROI. These include:


  1. Mitigating risk
  2. Trying small changes, leading to big results
  3. Testing before investing
  4. Steering large scale development projects
  5. Gaining customer insights


Once brands realise the power of their testing solution, they start to understand the capabilities of testing outside of simple on-site changes designed to increase conversion rates. Click here to learn more.

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Travel brands spending more to advertise on social media

Travel brands spending more to advertise on social media | The Insight Files | Scoop.it

Many travel brands are loading their social media channels with user-generated content and influencers to inspire conversations with travellers, but they're also putting weight behind advertising on social - something becoming more common in general across those platforms. Some 46% of travel brands are advertising on social media this year, a 12.1% increase over 2015 according to market research company, eMarketer, and many that do say social media ads are effective at reaching the right travellers. Travel brands value both social advertising and user-generated and organic content and travellers are encountering more ads on social channels once reserved for friends and family. Find out more.

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What Travel Brand CEOs said about China in 2015

What Travel Brand CEOs said about China in 2015 | The Insight Files | Scoop.it

Chinese outbound travellers number nearly the entire population of Russia and half that of Brazil, and clamour to see the world from the perspectives of luxury, group or adventure travel, as tourism becomes more encouraged in China and a bursting middle class increasingly has money for leisure trips both foreign and domestic. Skift talked to dozens of travel CEOs in 2015, from some of the world's largest booking sites to the biggest hotel players and destination marketing organisations rewriting the playbook for how to get Chinese visitors to their cities sooner. This article contains thoughts from 10 of those CEOs reflecting on how China fits into their brand's strategy and how that market will continue to grow in importance in 2016. Find out more.

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What travel brands can learn from Facebook about summer travel habits

What travel brands can learn from Facebook about summer travel habits | The Insight Files | Scoop.it

A recent study by Facebook that looks at its universe of users found that 70% of them were reading via their mobile devices, while 75% were posting content from their phones. The summer season (for the Northern Hemisphere) marks a good time for travel brands to leverage this on-the-go behaviour and dial into people's interests. Brands can inspire fans to create and share their own content from which brands can in turn create inspirational posts. Planning content and campaigns during these times will give brands an advantage in that there is a higher volume of people on Facebook that are talking about a known topic. Travel brands should time their last minute deals and staff their social media customer service department in parallel. Find out more.

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Eve-Line Boulle's curator insight, July 7, 2015 7:30 AM

"Summer is right around the corner for countries in the Northern Hemisphere, and the vacation seekers are getting busy on Facebook."

Panos Fotiadis's curator insight, July 8, 2015 2:56 AM

summer plans...

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What alternative travel is teaching mainstream brands about connections

What alternative travel is teaching mainstream brands about connections | The Insight Files | Scoop.it

The alternative travel industry has grown from once-small networks of travellers exchanging apartments and cars into a global movement. And it is having a seismic impact on major travel companies - both the kinds of experiences they provide and how they connect with customers. Business travellers and families are choosing apartments on Airbnb over urban hotels due to space, booking convenience and overall ambiance. Visitors are relying on on-demand ride apps like Uber and Lyft in place of taxis and public transportation. Foodies are passing on restaurants in favour of services like EatWith where they can join a local dinner party in someone's home or KitchenSurfing where a chef comes directly to their apartment rental. The method in which travellers research and select destinations has also changed dramatically. To keep up with the evolving needs of consumers, this article recommends:


  • Creating content that positions your brand as the entry point to a local, authentic experience.
  • Fostering relationships that give your customers unparalleled access.
  • Making discovery and transactions easy and actionable. 


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Digital opportunities for brands in the travel industry

Digital agency BIO polled 2,000 British holidaymakers online, in order to understand consumer expectations of technology and how these link with travel. When looking for inspiration, selecting a holiday and booking a holiday, more than 41% of respondents said they were ‘extremely likely’ to interact with digital technology. The report also revealed that consumers are largely dissatisfied with the way technology is used in travel, with nearly half the sample (47%) indicating that digital technology could be enhanced by saving them money, followed by saving them time (30%) and providing more tailored experiences (26%). The rapid pace of technological innovation and associated trends in consumer behaviour means the travel sector is in danger of failing to capitalise on the opportunities the digital world now offers.

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Instagram strategies for travel brands

Instagram strategies for travel brands | The Insight Files | Scoop.it

Images are more effective in communicating emotions and ideas than words. The reason for this is two-fold; humans interpret the world through visual queues before learning to read and the human brain processes images faster than text. An MIT study in 2014 revealed that it takes as little as 13 milliseconds for humans to process a dozen images. When it comes to printed information, an average American adult reads five words per second. Instagram unlocks the attributes of an image to connect people to their friends, family and brands in an unassuming way. Travellers are looking to their social networks for inspiration and recommendations, before, during and after their holidays. As user generated content is native to Instagram, it is becoming the most effective marketing platform in the evaluation stage - one step away from the purchase decision. Click here for more information.

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