The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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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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Five steps to better travel website performance

Five steps to better travel website performance | The Insight Files | Scoop.it

One of the best ways to improve on your bottom line is to improve the performance of your travel website - this means radically improving performance on mobile devices. Forrester Research is forecasting that mobile and tablet commerce will more than triple by 2018, going from $8 billion in travel and food services in 2013 to $28 billion in that category five years later. This was evidenced in 2014, when for the first time, people spent more time surfing the web on their phones and tablets versus laptops or desktops. 'Websites that load too slowly' was the top complaint in the latest survey by Forrester of what problems drive European and North American mobile users away from mobile websites. Understanding that problems with performance have an impact on your business' bottom line is the first step to better web application delivery. Click here for a framework on how this can be delivered.

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Punch Digital 's curator insight, March 2, 2015 1:11 AM

In one of the most competitive online spaces on the net, then getting your  website right from the start is essential to success. 


So whether you're a hotel or a tour guide company check out this excellent post and if your website is not working for you, then it's time get it right.

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Airline and hotel apps prove less popular than OTA apps with Millennials

Airline and hotel apps prove less popular than OTA apps with Millennials | The Insight Files | Scoop.it

Millennials are under-indexing on airline and hotel apps, while dramatically over-indexing in their usage of branded OTA apps. This finding challenges the belief that the millennial is now booking directly more often, bypassing the intermediary altogether. The data comes from a mobile analysis of 1,500 Android panellists featured in two new reports from Strategy Analytics. Those aged 25 and younger under-indexed 6% less for airlines and nearly 8% for hotels. Meanwhile, they over-indexed 2% with respect to OTA apps. On the airline front, the comparison between only airline apps and the total panel's usage highlights the significance of the spread between demographics. Click here to learn more.

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How to influence business travellers

How to influence business travellers | The Insight Files | Scoop.it

Associate Professor at Penn State, Kelly McGuire, has conducted a comprehensive study into the booking habits and influences of US business travellers. Among the key findings include:


  1. Reviews have the biggest influence on business travellers.
  2. Loyalty programs are highly influential on business travellers.
  3. Price still matters to business travellers.


The article also provides tips on how hotels can adapt their digital marketing efforts in order to more effectively attract business travellers. Methods include:


  • Encouraging guest reviews and feedback.
  • introducing a loyalty scheme.
  • Providing a better deal suited for business travellers.
  • Favouring description over emotion in marketing content.


Click here to learn more.

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Why consumers prefer booking with online travel agencies

Why consumers prefer booking with online travel agencies | The Insight Files | Scoop.it

Many hotels are experiencing a notable increase in reservations coming from online travel agencies, most notably those from Booking.com. At the same time, direct bookings, those generated from a hotel's own website, are declining both in absolute and relative terms when compared to what OTAs generate. Not only are OTAs dominating in the area of sales against direct bookings through hotel websites, they are also becoming the preferred reservation method for tourists, most notably when up against small chains and individual hotels. Word of mouth on positive experiences and personalised offers and recommendations tailored by OTAs are crucial to this shift. Click here for more information.

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Welcome to a new era for devices

Welcome to a new era for devices | The Insight Files | Scoop.it

Mobile devices have significantly grown in importance in the travel industry - strategically as well as physically. Tablets, smartphones, and now the hybrid phablets, are taking on PCs' functions from planning a trip to booking elements of the trip such as hotels and flights. eMarketer's latest forecast of digital and mobile travel reseaching and booking, predicts that 2015 will be a defining year for mobile. According to this study, 47% of all 2015 online travel research will be via mobile devices. The PhoCusWright US Online Travel Overview expects mobile travel bookings in the U.S. to reach $39.5 billion by 2015. Smartphones are taking over from tablets as the main mobile experience, with consumers preferring to browse on bigger screen phones. Click here for more information.

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The soaring state of Wi-Fi up in the sky

The soaring state of Wi-Fi up in the sky | The Insight Files | Scoop.it

The global state of Wi-Fi is looking good, according to a new report by Routehappy. Routehappy analysed all commercial flights in the global schedule on a typical mid-week travel day that met criteria for having at least some chance of Wi-Fi by subfleet scheduled to fly a flight. The top performers were Norwegian and Icelandair, while Delta dominates in the US with respect to Wi-Fi availability. The current count of airlines offering in-flight Wi-Fi stands at 52, with non-US airlines offering Wi-Fi on 15% of their international flights. Routehappy CEO, Robert Albert, believes that Wi-Fi has become a must-have amenity, with coverage starting to be meaningful on flights worldwide, along with a wide variety of speeds, coverage, availability and pricing models. Click here for more information.

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The growth of luxury camping in the tourism industry

The growth of luxury camping in the tourism industry | The Insight Files | Scoop.it

Glamping - or luxury camping - is seeing strong growth in the UK and Europe as some holiday makers stick closer to home during their holidays. The shift coincides with an increase in amenities at the average campground, with many travellers seeing glamping as a true alternative to a city stay in a hotel. The glamping trend has been driven by the millennial desire to seek out natural, more unique experiences without sacrificing comfort. Comfort is no longer sacrificed, and that luxury trend will continue as these travellers enter their peak earning years. As the number of venues offering glamorous camping have increased, start-ups have also popped up to serve the growing niche. The above infographic illustrates how holidays have shifted closer to nature while also offering something memorable and luxe.

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The top trends in travel advertising

The top trends in travel advertising | The Insight Files | Scoop.it

According to recent Expedia Media Solutions/PhoCusWright research, the fastest growth in travel advertising spend will come from social and video commercials. The growth is aligning well with the growth in gross bookings, with the research predicting an increase of $29 million spent on travel display ads between 2013 and 2015. Social and video ad budgets have tripled in the years between 2011 and 2014, accounting for 18% of the total digital dollars spent. Other statistics include:


  • Foursquare was ranked as the least effective form of advertising by 53% of surveyed travel advertisers.

  • Facebook, on the other hand, was ranked as at least moderately effective for 68% of travel advertisers.

  • 84% of those advertisers are either currently deploying or testing Facebook page photos and or link photos.


Click here to learn more.

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Navigating the online travel landscape

Navigating the online travel landscape | The Insight Files | Scoop.it

The online travel landscape is complex and can be hard for a startup to navigate the different elements in addition to how they fit together. This breakdown of the online travel landscape by Mozio shares details on almost all aspects of the online travel industry, including OTAs, metasearch, hotel booking engines, merchandising platforms, airport parking, property management systems/hotel booking tools, cruise lines, multimodal search engines, traditional travel agencies and more. Many of the new travel start-ups are in a few categories, including peer-to-peer marketplaces, travel inspiration and discovery and multi-modal. Click here for additional details.

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