The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The traveller’s path to destination selection

The traveller’s path to destination selection | The Insight Files | Scoop.it

A new study from Expedia Media Solutions and comScore reveals trends in how American, British and Canadian travellers choose a destination. The study shows that travellers frequently begin the planning and research process with more than one destination in mind. There are many factors that can influence where travellers book a trip, from recommendations, social media images, travel information sites and much more. Across the board in all three regions studied, online travel agencies and recommendations from friends and family are the leading resources for selecting a destination. The potential for advertising to influence destination decisions is significant as many consumers keep several locations in mind until the end of their purchase cycle. Find out how travel marketers can connect their brand with shoppers throughout the purchase path.

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Peter Lagreca's curator insight, March 24, 11:24 AM
Traveling is a great thing to do and when it comes time to pick a place to go it seems friends and family are the biggest influencers.

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The traveller has more power than ever before

The traveller has more power than ever before | The Insight Files | Scoop.it

According to Managing Director of Amadeus for the Pacific Region, Tony Carter, we have left the olden days of travel behind, and it's now up to agents to prepare themselves if they want to stay relevant in the future. "The traveller has more power than ever before, they know everything, and they expect to be treated special, treated differently." Amadeus' recent white paper outlined the types of travellers agents need to be on the lookout for as we enter the future age of travel, with some more valuable than others, but all requiring a fresh approach. To be successful, Carter recommends that travel agents capitalise on opportunities, predicated on understanding travellers. "Personalisation is the key. Part of getting big business is understanding who the travellers are." Find out more.

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Panos Fotiadis's curator insight, November 25, 2015 7:55 AM

"Power to the people"

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What are travellers saying when they use social media at airports?

What are travellers saying when they use social media at airports? | The Insight Files | Scoop.it

Many passengers have their heads buried in a device or laptop as they wander around or wait at an airport. Frequently they are browsing or updating their social media channels - but is it to rant about delays, show off that they are heading away somewhere or just adding to the general noise of Twitter and Facebook? Geofeedia analysed hundreds of thousands of tweets and updates to establish what people are doing on those social channels at four major airports in the US: LAX, JFK, Dallas-Fort Worth and Chicago O'Hare. View the infographic above for the study's answers.

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Travel hashtags - #types and #reasonsforuse

Travel hashtags - #types and #reasonsforuse | The Insight Files | Scoop.it

Twitter (and its social media cousins at Facebook and Instagram) has ensured hashtags have become part of modern verbal vernacular. The use of hashtags has become popular in areas as diverse as politics, sports, music, and of course, travel-related tweets or to accompany pictures on Instagram or status updates on Facebook. British online travel agency Sunshine.co.uk has undertaken research into which hashtags are the most popular among UK leisure travel consumers, as part of an ongoing study into their social media habits. 42% of the 2,100 respondents post updates to their social media accounts during a trip, with approximately three-quarters using hashtags as part of their comments. The most popular hashtags were holiday (91%), wish you were here (57%) and YOLO (44%). Click here to learn more.

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Three quarters of travellers will research trips via mobile in 2016

Three quarters of travellers will research trips via mobile in 2016 | The Insight Files | Scoop.it

Mobile devices will continue to eat away at desktop's share of travel bookings for at least another four years - accounting for almost a third of online transactions in 2015. Figures from eMarketer indicate that combined mobile and tablet transactions in the US will hit 51.8% in 2016, up from 43.8% in 2014. The research house estimates that the decline of desktop bookings will continue until at least 2019, as consumers become more comfortable using mobile devices. Some 62% of leisure travellers will research a trip on a mobile device in 2016, up by 26% on 2015, with the figure expected to rise again to 73% in 2016. Find out more.

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Panos Fotiadis's curator insight, January 5, 2016 3:31 AM

Mobile devices will continue to eat away at desktop's share of travel bookings...

Eve-Line Boulle's curator insight, January 7, 2016 7:55 AM

"Mobile devices will continue to eat away at desktop's share of travel bookings for at least another four years - accounting for almost a third of online transactions in 2015."

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The secret to connecting with travellers online

The secret to connecting with travellers online | The Insight Files | Scoop.it

With 49% of Australians accessing social media networks daily and 52% checking the internet more than 5 times per day according to the 2015 Sensis Report, the social media landscape isn't becoming an intrinsic part of marketing, it's already there. Social media has opened up numerous channels where consumers can conduct their own research from the comfort of their very own computer or device. It's also a platform where they can share their findings and experiences as well. Social media has a unique power that can connect friends and family members from across the globe, giving users a real-time opportunity to subscribe to someone else's life experience or journey. Studies have shown that users are more inclined to make decisions based on the experiences of others. According to Nielsen, 92% of consumers worldwide say they trust earned media, such as recommendations from friends and family above all other forms of advertising. Find out more.

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Are travellers really using mobile to act on impulse?

Are travellers really using mobile to act on impulse? | The Insight Files | Scoop.it

Switchfly conducted a study among more than 2000 American adults aged 18+, of who 67% own and use a smartphone. The study found that among this demographic of smartphone users, 46% would book an impulse holiday based on a mobile alert/push notification. The 46% acting on impulse would book a trip if:


  • It's an amazing deal on a hotel and flight (31%)
  • It's perfect timing, they were already looking for a holiday (24%)
  • It's an all-inclusive deal (20%)
  • They have a group of friends willing to go with them (15%)
  • The destination is somewhere they have never been (14%)
  • They're feeling spontaneous (14%)


The study also found that 57% of respondents use their mobile phones to help plan a holiday - from researching destinations to booking flights and accommodation. Almost one-third use devices for destination research, while 27% use them to store boarding passes and other confirmation details and 18% use them for booking accommodation. Click here for more information.

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