The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Virtual reality extends reach into the travel marketing mainstream

Virtual reality extends reach into the travel marketing mainstream | The Insight Files | Scoop.it

Marketers are beginning to take advantage of virtual reality (VR) and travel is one of the most exciting industry use cases. The technology's immersive and interactive abilities are a perfect fit with the travel industry's reliance on selling experiences through storytelling and visual narratives. VR can enable marketing teams to demonstrate services, show off new features and reward customers with exciting experiences. VR is a huge opportunity for marketers because it's so open to differentiation, and it's scalable. For example, there are reportedly more than 1 million Google Cardboard devices in circulation. Before long, it will be commonplace for travel brands to use in-home VR brochures to help customers plan trips. Find out more, including how travel companies are already leveraging VR technology.

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How technology is affecting the way we travel

How technology is affecting the way we travel | The Insight Files | Scoop.it

New technologies have transformed the tourism and travel industry, affecting and changing every aspect of a trip, from how consumers choose a destination, to how they got there, and how they interact with their surroundings. Immersive video and virtual and augmented reality are making travel more enticing, and uncommon destinations more approachable.

 

  • Through VR experiences, destinations, hotels, airlines and other players in the hospitality space can entice travellers by letting them explore and deeply understand what they may experience.
  • Augmented travel has the potential to create increased exploration on a micro level.
  • Translation technology is creating new lines of communication and eliminating language barriers.
  • The ubiquity of sharing economy platforms is fuelling travellers' confidence and allowing them to be more exploratory.

 

Machine learning, VR, AR and the sharing economy are transforming the ways people move about their neighbourhoods, expanding the destinations that travellers seek to visit and enhancing the level at which they engage with their surroundings. Find out more.

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Ralph Delius's curator insight, March 24, 1:36 PM
Technology affects everything else so it makes sense that it affects the way we travel.
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Getting closer to customers via chat and virtual reality

Getting closer to customers via chat and virtual reality | The Insight Files | Scoop.it

Travel agents need to look to new technologies such as chat services such as Facebook Messenger and virtual reality to meet the needs of customers. The WTM Global Trends report, put together with Euromonitor International, reveals websites and mobile applications are no longer enough and agents must join up their physical and digital presence. The study suggests that agents are four years behind if they think they're meeting a traveller's requirements with a website and app. The report suggests agents might use virtual reality to bridge the gap between visiting a high street agent and what travellers expect. Find out more.

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Consumer-led, experience-focused, destination-delivered - that’s Queensland.

Consumer-led, experience-focused, destination-delivered - that’s Queensland. | The Insight Files | Scoop.it

Tourism is a quest for experiences. For the Australian State of Queensland, or any destination, a significant opportunity lies in helping travellers understand what experiences are possible, while focusing effort on making those experiences meaningful and memorable. As part of Destination Think's Leading Thinkers series, Destination Think asked Steve McRoberts, Group Executive Global Marketing at Tourism and Events Queensland, to explain how his DMO uncovered the value of experiences and have moved them to the centre of their thinking. Click here to read the full interview.

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Tourists stick to established destinations amid global demand shift

Tourists stick to established destinations amid global demand shift | The Insight Files | Scoop.it

Europe, according to tour operator experts, may be seeing a generation shift in leisure travel demand. Increased interest in emerging destinations and cities with more unique cultures is shifting how people are holidaying this summer and into the future. Among North American destinations however, booking trends remain fairly standard. Orlando, the Caribbean, Mexico and Las Vegas widely remain the most popular destinations this summer. New resorts are drawing repeat visitors back to traditional destinations, and these new experiences have resonated with travellers. The Caribbean in particular is seeing a resurgence in international visitation due to new resorts finally opening their doors and the continued strength of the cruise industry in the region. In the Caribbean and Mexico, all-inclusive resorts are becoming more popular in the luxury market, instead of merely acting as a potential choice for more cost-conscious travellers. Find out more.

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Eve-Line Boulle's curator insight, September 6, 2016 5:29 AM
"Increased interest in emerging destinations and cities with more unique cultures is shifting how people are vacationing this summer and into the future."
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Ranting online about travel more popular than trying to get a refund

Ranting online about travel more popular than trying to get a refund | The Insight Files | Scoop.it

Research has shown that venting one's anger online about a poor travel experience is proving a more popular pursuit than taking it up with an official body. The study by MarkMonitor of almost 3,300 travellers in the UK, US, Germany, France, Italy, Denmark, Spain and the Netherlands found that 42% would post a grumble on the web in the first instance while only 40% would try to get  a refund from the product seller. Just over one-third would be sufficiently angered by the poor experience to take it up with an official trade organisation or licensing body. Find out more.

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Travel brands are missing out on Snapchat

Travel brands are missing out on Snapchat | The Insight Files | Scoop.it

With 100 million active users and seven billion daily video views Snapchat is already seen as a maturing platform by several brands from television networks to lifestyle publications. So far travel brands haven't taken the bait. Considering 45% of Snapchat's users are aged 18 to 24 years old, the highest percentage for that age bracket compared to any social networking according to ComScore, maybe brands are wary of spending time and money with an age demographic that won't convert to a lot of bookings. Instagram and Facebook's user demographics are more distributed in comparison; 23% of Instagram's users are in the 18 to 24-year-old group and 26% are between 25-34 years old, while for Facebook, 18% of users are 18 to 24 years old, 22% are 25 to 34 years old, and 19% are 35 to 44 years old. Some brands though see an opportunity in introducing themselves to these younger audiences and integrating their stories into those of Snapchat influencers they work with, even without an immediate expectation for bookings. Find out more.

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Lessons hoteliers can learn from Airbnb

Lessons hoteliers can learn from Airbnb | The Insight Files | Scoop.it

Travellers have more choice thanks to Airbnb when it comes to accommodation, and hoteliers need to pay attention like never before. First came the online travel agencies in the 2000s, when hoteliers were initially happy for help selling rooms during a recession. But today, those intermediaries now own the digital marketplace and hoteliers are struggling to regain control of their inventory and maintain profitability. Now comes the age of the peer-to-peer network - Airbnb has 2 million listings in 34,000 cities, recently confirmed raising $1.5 billion. Hoteliers need to look at the Airbnb model and raise their game in order to prevent falling behind:


  • Hoteliers need to personalise their offering.
  • Communication is key.
  • Airbnb's largest differentiator is that it is a community of travellers and hosts, building direct loyalty.


Find out more.

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World tourism reaches “new heights”

World tourism reaches “new heights” | The Insight Files | Scoop.it

According to the United Nations, international tourism reached record levels in 2015. There were almost 1.2 billion arrivals for overnight trips worldwide last year, up by 4.4% on the previous 12 months. The UNWTO said this was driven by a few leading markets including China, the USA and the UK. Incoming tourism grew by around 5% in Europe, the Americas, Asia and the Pacific, while arrivals to the Middle East increased by 3%. The UNWTO's confidence remains largely positive for 2016, although growth is expected to fall slightly to 4%. Find out more.

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7 charts revealing the behaviour of Chinese travellers

7 charts revealing the behaviour of Chinese travellers | The Insight Files | Scoop.it

China's slowing economy has travel brands around the world wondering whether they will suffer from a lack of Chinese tourism dollars not flowing through their own communities. Analysts at the China Outbound Tourism Research Institute tell Skift it likely won't have a dramatic impact on Chinese travel. These 7 charts reveal the state of outbound Chinese travel and lay out where these travellers go and how they spend. Among the insights include:


  • Chinese travellers tend to spend more on shopping than they on accommodation.
  • More than half of outbound Chinese travellers last year used Ctrip to book their travel.
  • More than half of outbound Chinese travellers travel with their partners and children.


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Top 10 business ideas from travel and tourism over the last year

Top 10 business ideas from travel and tourism over the last year | The Insight Files | Scoop.it

Springwise has picked out its top ten travel and tourism articles from the last 12 months, designed to provide your business with plenty of fresh inspiration for the future. Among these innovative business ideas include:


  • Yellow Backie: Amsterdam scheme letting visitors hitchhike on the back of locals' bicycles.
  • Packnada: Singapore-based Packnada enables passengers to travel with only a passport - its wardrobe storage service delivers everything else to their hotel each time they land.
  • Magdas Hotel: In Vienna, the Magdas Hotel provides employment and housing for young refugees alongside open minded guests. This initiative alleviates the city's refugee situation while raising awareness and presenting asylum seekers as contributing members of society.
  • IO: Russian artificial intelligence app IO hopes to help users find restaurants nearby by chatting to them with its natural language functionality and its ability to learn their eating preferences.


Find out more.

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Alessandro Mazzoli's curator insight, October 1, 2015 10:09 AM

:-D

Vagabond Lifestyles's curator insight, October 1, 2015 10:25 AM
Top 10 Travel Article, pretty interesting
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Turning big data into smart data

Turning big data into smart data | The Insight Files | Scoop.it

AFTA has signed a partnership with global research agency, GfK, to establish a new travel industry currency measurement, the first of its kind in Australia. Under the partnership, GfK will introduce the new reporting currency to the Australian travel industry for participating AFTA members. Members will be requested to contribute to a weekly, consolidated, forward-booking measurement under the scheme. Travelscan is based on consolidated and aggregated industry booking data and used by the travel industry to nbetter predict market developments and to help businesses run more efficiently. Find out more.

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Virginia Tourism CEO on using love to sell a state

Virginia Tourism CEO on using love to sell a state | The Insight Files | Scoop.it

Virginia's proximity to the country's capital and diverse attractions ranging from significant historical sites to renowned nature preserves consistently draws travellers from the U.S. and abroad. When it comes to marketing Virginia, the now-famous slogan 'Virginia is for Lovers' has reached recognition unmatched by an destination besides Las Vegas' 'What happens here, stays here,' messaging. Capitalising on that slogan, however takes a creative and entrepreneurial mindset that's led to revenue-producing retail products and on-the-ground cooperation. Skift recently spoke with the CEO of the Virginia Tourism Corporation about the state's famous slogan, funding challenges and why tech experts will be tomorrow's marketing leaders. Click here to read the interview.

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Tips for optimising digital media

Tips for optimising digital media | The Insight Files | Scoop.it

With travel digital marketing spanning multiple channels, platforms, technologies, pricing models, and more, it’s always a best practice to ensure your organisation is optimising these channels to meet and exceed marketing goals. A challenge amongst advertisers is that with all of these channels and platforms, the influx of data and reporting can be overwhelming. Additionally, it can be difficult to identify the specific actionable insight from that data. When thinking about the efforts involved in launching a campaign, it can be easy to overlook that the real work begins once the campaign has launched. This article outlines five simple optimisations to enhance campaign performance under the categories of placement, design, copy/CTA, CTR vs. CPA, and targeting. Find out more.

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Digital travel marketing: best practices

Digital travel marketing: best practices | The Insight Files | Scoop.it

In today's vast and increasingly complex digital marketing landscape, travel brands now have more ways than ever to target, reach and engage niche audiences. This is largely due to the abundance of data and the variety of strategies, channels and tactics available in the digital space. With so many options also comes the challenge for marketers of identifying and executing best practices in the digital market space, rather than merely trying to keep pace with industry trends. The steepest of these challenges is the rapidly evolving nature of digital travel marketing’s many platforms and channels, and how brands can best understand and synthesise the infinite amount of information they provide about their desired audiences and how best to engage them. This article outlines how to build a digital marketing platform on pillars of best practices - proven approaches, strategies and tactics to master some of the most critical areas in the space: native, video, social, mobile and email.

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Vagabond Lifestyles's curator insight, March 20, 8:35 AM
... and Tribal marketing biz model
 
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Skift Global Forum 2016 recap – future trends to watch

Skift Global Forum 2016 recap – future trends to watch | The Insight Files | Scoop.it

In September 2016, the Skift Global Forum took place in the Lincoln Centre in New York City. Underpinning all sessions was technology - undeniably the future path of the travel industry, which is turning ever more mobile-centric, moving to voice recognition and unstructured search queries. Artificial Intelligence will shape the future of the industry as chatbots and virtual assistants like Siri will increasingly become part of our daily lives as we move to a 24/7 connected world. With the ever-increasing ability to harness data from disparate sources to understand consumer behaviour and improve targeting, the travel industry is facing a future of personalisation through automation. Find out more.

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How virtual reality is going to change the travel industry

How virtual reality is going to change the travel industry | The Insight Files | Scoop.it

Virtual reality is an exciting media form that creates an artificial environment for the user –whether it is part of a real or imagined world. It suspends the user in that specific environment, allowing them to be immersed in a world where they can interact with it in such a way as to create sensory experiences involving sight, sound and more. This article outlines five ways that virtual reality is changing the travel industry, including:

 

  1. Try before you buy.
  2. Inspiring people to travel.
  3. Accessible marketing.
  4. Expectations will rise.
  5. New opportunities.

 

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The trends redefining the next generation of food tourism

The trends redefining the next generation of food tourism | The Insight Files | Scoop.it

The biggest trend in culinary travel today is the growing diversity of food tourist profiles, and how travel companies are adapting to that increasing segmentation. A growing awareness of this trend is changing how new and existing companies are developing and reimagining their products and services. Some examples include:

 

  • The rise of meal sharing - Get Gone is an online platform that matches food tourists with local chefs, homeowners and tour leaders, much like Airbnb does for accommodations.
  • Demand for culinary storytelling - Indagare Travel is a member-based travel community combining both travel content and travel agents services to help clients choose between over 250 destinations.
  • Homecooking, Havana style - The culinary landscape in Havana has blossomed in the last few years, because it is now easier for Cubans to own their own businesses. Just 90 Miles culinary tours in Cuba is leveraging against this boom of local restaurants.
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Panos Fotiadis's curator insight, September 5, 2016 3:07 AM
Local cuisine is sometimes underrated as an element of the overall travel experience
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Travel industry now supports nearly 10% of world's jobs

Travel industry now supports nearly 10% of world's jobs | The Insight Files | Scoop.it

The travel industry employed one in 11 people in the world's working population in 2015, supporting more than 284 million jobs that contributed more than $7.2 trillion to global GDP. That number of jobs is more than Brazil's entire population, and travel's GDP contribution accounts for nearly 10% of the world's GDP. Some 7.2 million new jobs were generated by travel and tourism in 2015, according to the World Travel and Tourism Council's 2016 global economic impact report which analysed economic data on the contribution of the travel industry on a global level and for 184 countries in 24 regions. Travel and tourism directly generated over 107 million jobs in 2015 and that's forest to grow nearly 2% in 2016 to 109.8 million. By 2026, travel will directly account for 135.8 million jobs with an annual increase of 2.1% during the next decade. Find out more.

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More than half of Indian leisure travellers search and shop online

More than half of Indian leisure travellers search and shop online | The Insight Files | Scoop.it

Over the past decade, the Indian travel market has undergone a dramatic transformation, driven by an improving telecoms and banking infrastructure. India, among the world's most intriguing emerging markets, is a highly complex and diverse nation, with substantial income disparity across urban and rural populations. According to a new PhoCusWright report, holiday travellers rely on a range of information sources but websites via computer were the most common, with 54% of travellers going online to search and shop for travel components. When choosing a destination, recommendations from friends and family are among the most influential factors, and 35% of holiday travellers were motivated by personal advice when planning their most significant leisure trip. For holiday travellers, pre-packaged trips are the most popular option, with nearly half of travellers (48%) choosing to purchase a set package for their most significant leisure trip. Find out more.

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Why mobile apps everywhere are grateful for travellers

Why mobile apps everywhere are grateful for travellers | The Insight Files | Scoop.it

Travellers typically set the standard for how and to what extent people use their mobile devices. Then, as the technology becomes more common, other consumers follow suit. While the rate of mobile internet subscriptions is trending up across all regions, the highest smartphone usage can be found among travellers. The number of travellers is on the rise, and the same can be said for their use of smartphones. Find out more.

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Creating engaging content for travellers

Creating engaging content for travellers | The Insight Files | Scoop.it

Customers are becoming increasingly wise to conventional advertising methods. They’ve learned to filter out marketing messages delivered through long-established channels. To remedy this, savvy marketers are turning to content marketing - the practice of creating informative and educational content that potential customers want to read. The immensely popular tactic is being leveraged by brands on a large scale, particularly within the travel industry. Content marketing is all about providing customers with entertaining and useful information; the goal is to build long-lasting and meaningful relationships with your audience. As of 2014, 86% of B2C marketers are using some form of content marketing. This article summarises the key pillars of successful content marketing:


  1. Create content around the buyer journey.
  2. Be your customer's hero.
  3. A picture is worth a thousand words.
  4. Create an effective distribution strategy.


Download the full report.

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Jacques Tang's curator insight, October 30, 2015 1:30 PM

Le marketing de contenu est indispensable à la recherche de nouvelles clientèles dans le tourisme. Il repose sur des propositions d'expérience avec la destination, pour le voyageur ou sa famille. Plus sur ce très bon article.

Panos Fotiadis's curator insight, November 3, 2015 3:45 PM

Content marketing stuff...

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Tracing the path to purchase in the travel sector

Tracing the path to purchase in the travel sector | The Insight Files | Scoop.it

Media agency OMD has completed one of its most in-depth pieces of research in a move to more accurately plot the path to purchase in the notoriously complex travel sector. The agency conducted studies in Australia and China, interviewing over 800 travellers in each country to better understand how, what and where they are consuming media. Among the study's findings include:


  • 34% of Australians interviewed admitted to clicking on an online ad.
  • Australian consumers are travelling twice as frequently as Chinese consumers.
  • Of 803 Australian consumers who booked airline, travel and hotel in the last 12 months, 70% booked both domestic and international travel; 26% booked domestic only and 4% booked international only.


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The new set of best practices for making smarter tourism boards

The new set of best practices for making smarter tourism boards | The Insight Files | Scoop.it

Destination Marketing Association International has released a 94-page DestinationNEXT Practice Handbook outlining 20 best practices and 10 "NEXTPractices" for tourism bureaus in 2015. The NEXTPractices are initiatives that have much more potential for destination marketing organisations although some may require a long time to develop and scale fully into practical systems for the mainstream DMO industry. Among the "NEXTPractices" include:


  • The rise of DMO cognitive systems
  • The future of shared economy collaboration
  • Behind the value of DMO network models


Click here to download the handbook.

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Sharing economy - much to do, plenty to offer

Sharing economy - much to do, plenty to offer | The Insight Files | Scoop.it

Almost six out of ten Millennial Americans are aware of the sharing economy but less than half of consumers as a whole have knowledge of such services. According to a study conducted by Allianz Global Assistance, only 8% of travellers considered sharing economy services to have a better quality product than those featured on so-called established methods such as online travel agencies. OTAs appear to be winning across the board when it comes to factors such as authenticity of local experiences, value for money, booking flow, customer support and overall experience.

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