The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Millennials are more interested in solo travel this year

Millennials are more interested in solo travel this year | The Insight Files | Scoop.it

Solo travel intentions are on the rise in the U.S. and particularly with millennials. In an MMGY Global Survey of 2,300 U.S. adults in July, 37% of millennial respondents they indicated they intend to take at least one overnight leisure trip alone during the next six months. That's up 5% from a year ago and 8% from two years ago, a much sharper rise than older generations. Some 25% of all respondents said they'll take at least one trip by themselves before the end of the year, up only slightly from last year and their willingness to travel unconventionally marries this uptick. Find out more.

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How Australian cafes are taking over New York

How Australian cafes are taking over New York | The Insight Files | Scoop.it

An increasing number of Australian-owned cafes are popping up all over Manhattan and Brooklyn and finding favour with locals. Leon Unglik, ex-Melbournian owner of Little Collins, a cafe on Lexington Avenue, attributes his cafe's success to the style of service, which is more relaxed and inviting. Additionally, the combination of coffee and really good food is something that had not previously existed. Americans are increasingly taken to the idea of sitting down and having a meal with great coffee. Find out more.

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Good morning Today! Welcome to Sydney

Good morning Today! Welcome to Sydney | The Insight Files | Scoop.it

NBC's Today Australia-born host, Savannah Guthrie, has arrived home for a special live broadcast of the US show. As part of her visit, Savannah will broadcast live from the East Circular Quay and Sydney Opera House. The Sydney Harbour Bridge, Bondi Beach, Sydney Harbour and historical inner-city neighbourhoods of Paddington and Surry Hills are also on the agenda for the Today crew. It will not only air to 5.6 million viewers across the USA on top-rated breakfast show NBC Today, but will also appear in feeds of four million Today Facebook fans. Destination NSW CEO said Savannah will experience some of the very best Sydney has to offer including the BridgeClimb, visiting the iconic Sydney Opera House, witnessing lifesavers in action on the sands of Bondi Beach and shopping along the style-miles of Paddington and Surry Hills. Find out more.

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Ellen DeGeneres Show delivers 'impressive' tourism boost

Ellen DeGeneres Show delivers 'impressive' tourism boost | The Insight Files | Scoop.it

The number of American travellers to Sydney rose by 22% in the wake of Ellen DeGeneres’ trip, with Destination NSW declaring the initial results “impressive”.

 

The American talk-show queen was in Australia in March this year, as part of joint marketing scheme between Qantas and Swisse as well as the tourism body.

 

The ‘Dance Your Way Down Under’ campaign increased inbound ticket sales from the US to Sydney by 22% compared to normal levels, according to the minister for tourism and major events, George Souris.

 

 “The campaign, which includes television commercials in Los Angeles and New York during screening of The Ellen DeGeneres Show, has delivered immediate results for NSW and is a great return on investment in promoting our state to North American audiences,” Souris said.

 

 “The campaign also features online marketing in the US and to date has delivered more than 62 million impressions on Qantas websites and almost 220,000 total sales leads for business and services throughout NSW.”

 

Visitors who booked travel with Qantas via the campaign planned to stay 12 nights on average.

 

Sandra Chipchase, Destination NSW’s chief executive, said the campaign has had an “impressive return on investment”.

 

 “Destination NSW’s three year partnership with Qantas will ensure that NSW is promoted to audiences in our key international markets, delivering economic benefits to tourism operators, services and the NSW economy.”

 

More than 205 winners of the free holiday, provided to members of The Ellen DeGeneres Show audience on the day the trip was announced, have travelled to Australia bringing at least one more person with them.

 

The Ellen DeGeneres Show’s trip Down Under followed a similar marketing ploy by Tourism Australia and then marketing partner Qantas to bring Oprah to Australia.

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How Mobile Tech Is Changing Travel.

How Mobile Tech Is Changing Travel. | The Insight Files | Scoop.it

For many travelers, skipping town for a bit is also a perfect excuse to get some mental distance from their omnipresent mobile devices. But the desire for digital distance comes with a layer of irony — those mobile devices are increasingly what make travel possible in the first place.

 

People rely more than ever on mobile technology to find and book travel reservations. A slew of stats from the Internet travel giant Expedia show just how much people plan their trips while already on the go.

 

More than 65% of people who book a hotel room within 24 hours of checking in do so from a mobile device, according to Expedia. More than 15% of travelers who book a flight 24 hours or less in advance do so via mobile. Both stats show how smartphones have given new power to the harried, last-minute traveler in recent years. Hotels with ratings between two and three stars are most commonly reserved via mobile devices, indicating that they’re likely the best (or most available) last-minute lodging option.

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Campaign to encourage US tourism launches

Campaign to encourage US tourism launches | The Insight Files | Scoop.it
Today, residents of Japan, Canada and the United Kingdom are getting a taste of the United States' first-ever marketing campaign to try and stave off declining tourism.

Via Paul Sloan
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Qantas and American Airlines to boost flights between Australia and the US

Qantas and American Airlines to boost flights between Australia and the US | The Insight Files | Scoop.it

Qantas Airways and American Airlines will deepen their trans-Pacific alliance, with the Australian carrier adding a new flight between Sydney and San Francisco and the American carrier launching flights between Sydney and Los Angeles. The new flights, set to begin in December, will boost air capacity between Australia and the mainland United States by 9%. Qantas also flies to Los Angeles, Dallas, New York and Honolulu in the US. Find out more.

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Sydney's time to shine

Sydney's time to shine | The Insight Files | Scoop.it

It was Sydney’s time to shine last night after being broadcast live to 5.6 million viewers in the United States as part of a special on NBC’s Today show. Set against the backdrop of the Sydney Opera House and Sydney Harbour Bridge, the live broadcast was hosted by Australian-born co-anchor Savannah Guthrie. "Today boasts more than 10.5 million visitors to its website each month, more than 4 million Facebook fans and about 2.5 million Twitter followers, so tapping into this market is a huge opportunity," Destination NSW CEO Sandra Chipchase said. The broadcast represented an opportunity to showcase Sydney to the third-largest source market of visitors to NSW, helping to drive further visitation to the State.

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US industry says G’Day at 2015 Australia Tourism Summit

US industry says G’Day at 2015 Australia Tourism Summit | The Insight Files | Scoop.it

Presentations from the G’Day USA Summit held on 29 – 30 January are now available to view on Tourism Australia’s website. More than 200 industry executives came together for the summit which focused on ‘how to connect, influence and convert the American consumer’. Topics ranged from consumer trends and surveys, to updates on Restaurant Australia, including a panel discussion on turning interest into reality. Click here to download the individual presentations:


  • Trends in travel distribution - Tony D'Astolfo, Managing Director, Phocuswright
  • Tourism investment in Australia - Rowen Craigie, CEO, Crown Resorts
  • Creating luxury aspirational itineraries - Cathy Holler, Founder and President, Blue Ice Communications
  • How to maximise your investment in performance media - Nancy Adzentoivich, Managing Director West and Vice President Business Development, Resolution Media
  • Tools and tactics to convert more leads to bookings - Scott Wiseman, President, Cox & Kings, The Americas


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Mobile travel marketing takes off in a big way

Mobile travel marketing takes off in a big way | The Insight Files | Scoop.it

Travel companies are digging deeper into mobile app development as they aim to connect with consumers at all points during the travel journey. That means providing mobile services that support everything travelers are doing during their excursions, from planning to booking to sharing their experiences.

 

These efforts are getting consumers’ attention. A May 2012 Nielsen study, “Courting Today’s Mobile Consumer,” showed that in the US travel apps were seeing the highest year-over-year growth of any industry or product-related app category, at 116%, well above the growth in overall mobile app use (84%).


Read more at http://www.emarketer.com/Article.aspx?R=1009408#MZzM6PKUeIzrKiqX.99

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Mind the gap: the mobile traveler leads the way, but who will follow? | Tnooz

Mind the gap: the mobile traveler leads the way, but who will follow? | Tnooz | The Insight Files | Scoop.it

“When people travel, they have questions about what to do, where to eat, what to see, and where they should visit. The smartphone allows them to answer those questions in real-time. If we answer those questions, we can be part of their journey to discover new places, or help them discover places they’ve already experienced in a different way."

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USA Launches First Global Marketing Campaign to Attract International Travelers

USA Launches First Global Marketing Campaign to Attract International Travelers | The Insight Files | Scoop.it
Original Song by Rosanne Cash Invites Visitors to “Come and Find Your Land of Dreams”...

Brand USA, the new tourism marketing entity responsible for promoting the United States to world visitors, unveiled the USA’s first-ever comprehensive marketing campaign today during a press conference at International Pow Wow, the largest U.S. travel trade show held this week in Los Angeles. The campaign showcases the diversity of experiences available in the United States in a fresh and unexpected light, inviting visitors to “Discover this land, like never before.”“Our goal is nothing short of rekindling the world’s love affair with the USA – the place, the spirit and the dream,” said Brand USA CEO Jim Evans.


Via Paul Sloan
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