The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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A snapshot of U.S. outbound tourism

A snapshot of U.S. outbound tourism | The Insight Files | Scoop.it

Some 2.8 million U.S. citizens travelled abroad in September 2016, up five percent over September 2015, according to statistics released by the U.S. National Travel and Tourism Office. This brings U.S. citizen overseas travel to 27 million in the first nine months of he year, up seven percent for the year (excluding travel to Mexico and Canada). Through September, travel to overseas locations accounted for 44% of U.S. outbound international travel while 54% went no farther than Canada or Mexico. Europe and the Caribbean remained the most popular destinations throughout September capturing a total 28 percent of all travel. The greatest growth among overseas markets year-on-year was in Asia Pacific. Find out more.

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‘Someday’ campaign scoops four international awards

‘Someday’ campaign scoops four international awards | The Insight Files | Scoop.it

Tourism Australia’s and Virgin Australia's ‘Someday’ US campaign has won four awards at the 2015 international Advertising and Marketing Effectiveness (AME) Awards for its use of integrated media, website design and for advertising in the sport and leisure category. The campaign, run by Tourism Australia, Virgin Australia and Delta Air Lines during March and April 2014, invited Americans to stop postponing a trip to Australia until an indefinite 'someday' and to 'come and say G'Day.' The promotion included a contest at AustraliaSomeday.com showcasing 52 signature Australian experiences with a chance to win one of 52 one-week long trips on offer. Tourism Australia's General Manager Consumer Marketing said the campaign was innovative and insight-driven, proving to be highly successful in showcasing, inspiring and ultimately driving conversion. 

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Millennials are too afraid and self-important to take holidays

Millennials are too afraid and self-important to take holidays | The Insight Files | Scoop.it

The epidemic of American workers refusing to take holiday leave is due to a combination of economic anxiety and a shift in workplace culture around the country. A new study into this phenomenon has found that millennials lead the workplace as so-called 'work martyrs' who are unwilling to take their holiday leave each year because of a focus on prizing work hours over true productivity. Nearly half of millennials think it is a good thing to be seen as a work martyr by the boss, far outpacing the average of 39%, Gen Xers at 39% and  Boomers at 32%. Find out more. 

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US tourists desire safe and sound holidays

US tourists desire safe and sound holidays | The Insight Files | Scoop.it

The top five motivations for US consumers are safety and security (49%), interesting attractions (47%), value for money (41%), food and wine (35%) and rich history and heritage (33%). Positively, US consumers consider Australia to be a very safe and secure destination. However, their perceptions of Australia as a nation which offers value for money are ranked very low. Additionally, there are marked perception gaps with respect to those who have and have not visited Australia in terms of the country’s interesting attractions, food and wine and history and heritage. More positively, 36% of US consumers held high trip expectations of Australia and 68% reported high satisfaction levels with their trip. For more insights on the US consumer, visit: http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-USA.pdf

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