The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images. However, a beach sunset photo can look strikingly similar across many tropical locations and may not be enough to encourage someone to choose one destination over another - differentiation is key. Visually appealing images and other content must also tell a story about the destination to stand out from the competition and attract potential visitors. This Skift article outlines a few ways that destination marketing organisations can share their story:

 

  • Identify the iconic.
  • Consider point of view.
  • Add interactivity.

 

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Snapchat and the golden opportunity for travel marketing

Snapchat and the golden opportunity for travel marketing | The Insight Files | Scoop.it

Snapchat was the fastest growing phone application of 2014, with 120 million active users sending over a billion snaps per day. The app is poised to grow bigger and faster in coming years. Snapchat's photo messaging application, where users can take photos and videos and send them to a controlled audience. This article outlines quick tips to build a following:


  • Start by following big influencers to get ideas and learn strategies.
  • Use your current social media channels to bring people over to your Snapchat.
  • Be creative and post exclusive content that your followers want to see.
  • Be consistent by strategically timing posts.
  • Play games and offer prizes to followers who snap back.


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A new way for brands to tell stories on Instagram

A new way for brands to tell stories on Instagram | The Insight Files | Scoop.it

Instagram's advertising product has received a significant upgrade that will appeal to travel marketers of all kinds: it's called Carousel Ads. Rather than one image sitting in the standard Instagram scroll, small buttons will appear below ads with multiple images. Users can then swipe to experience the other images, with a final screen featuring a call-to-action that promises to create an actual conversion funnel for advertising on the visual photography medium that is Instagram. The company says it is trying to replicate the feeling of a multi-page magazine spread with the inherent tracking advantages that a digital experience provides. The viability of these units for travel greatly depends on the cost, which is dependent on engagement. If the conversions are low, then the unit, may not be financially viable for travel marketing. Read more on the Instagram business blog.

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Billete Ida y Vuelta's curator insight, April 1, 2015 8:04 AM

Instagram introduce un carrusel de imágenes con la opción de introducir una llamada a la acción!!! 

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Investing your online travel marketing budget in 2016

Investing your online travel marketing budget in 2016 | The Insight Files | Scoop.it

There's no shortage of ways to invest your organisation's annual online travel marketing budget from video and social media to brand websites and third parties. MDG Advertising has come up with the infographic above to help travel marketers focus on a few areas. The agency proposes five digital trends to help marketers decide on where best to divert their online marketing. For example, the company says everything should be optimised for mobile given the spike in mobile search across all travel categories in 2015. Further insights include purchasing behaviour of millennials and why video will be a winner this year. Find out more.

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Who is the experiential traveller and what do they care about?

Who is the experiential traveller and what do they care about? | The Insight Files | Scoop.it

Experiential travellers are those with a desire to escape outdoors without the pressure of an unexpected interruption due to a connected device. Travel and outdoor marketing specialists MERCURYcsc surveyed a panel of more than 1,000 experience seekers to discover what a holiday means in today's connected world. It found that the experiential traveller takes on average, five leisure trips per year, and are well-educated risk takers who avoid homogenised experiences at all costs. Those surveyed are much more likely to take all of their annual leave; while 40% of Americans had unused leave last year, 72% of customers of travel and adventure brands managed to take all of their days. Travel marketers looking to appeal to the needs of this demographic should create their own strategies to appeal to this outdoor demographic's love/hate relationship with technology and connectivity while also promoting what makes a destination, tour or adventure so memorable for a getaway.

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Panos Fotiadis's curator insight, April 1, 2015 2:36 AM

perhaps the best segment of the travel market...