The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel brands using virtual reality to drive conversion

Travel brands using virtual reality to drive conversion | The Insight Files | Scoop.it

Virtual reality is finally going mainstream in 2017. Travel brands and event planners are leveraging that demand to engage their audiences in more impactful ways, which is proving to drive higher conversion rates. Nick Mattera, senior director, digital engagement at LVCVA said, "we were relying on Instagram, Facebook and Snapchat to tell our story, but we felt that VR and 360 videos really helped us improve our connection with consumers and move them down the path toward conversion. We're also looking to partners to help us on the conversion side, and really begin to quantify how Vegas VR can not only get people excited about Las Vegas, but ultimately book." VR is a platform for dynamic and highly engaging storytelling, introducing a new class of interactions in the experience design process that are far more powerful than any videos can create. Find out more.

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Virtual Reality is the next frontier - don't leave your consumers behind

Virtual Reality is the next frontier - don't leave your consumers behind | The Insight Files | Scoop.it

Virtual reality is being heralded as the next frontier in advertising, marketing and storytelling. Global search interest in VR grew nearly 4 times over the last year alone, according to Google data. However, there are still many consumers who are yet to try the technology. This article outlines for ways to ease consumers into VR experiences, along with recommendations for marketers looking to do the same:

 

  1. Experience with multiple entry points.
  2. Guide people through the experience.
  3. Crate simple mobile experiences.
  4. Don't forget about desktop.

 

The best campaigns invite people in with simple, compelling and engaging experiences that are easy to access and enjoy on multiple platforms.

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Getting closer to customers via chat and virtual reality

Getting closer to customers via chat and virtual reality | The Insight Files | Scoop.it

Travel agents need to look to new technologies such as chat services such as Facebook Messenger and virtual reality to meet the needs of customers. The WTM Global Trends report, put together with Euromonitor International, reveals websites and mobile applications are no longer enough and agents must join up their physical and digital presence. The study suggests that agents are four years behind if they think they're meeting a traveller's requirements with a website and app. The report suggests agents might use virtual reality to bridge the gap between visiting a high street agent and what travellers expect. Find out more.

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How virtual reality holidays are moving to compete with the real thing

How virtual reality holidays are moving to compete with the real thing | The Insight Files | Scoop.it

A growing list of airlines and holiday spots are courting visitors with virtual experiences that offer options that nearly rival the real thing. If nothing else, VR can be a time-saver for travellers, as they can know what to expect and can allocate time to those activities they would like to visit at the destination. The technology's rising popularity is swelling the ranks of destinations telling their story with virtual reality apps growing. "For now, VR is the closest a traveller can get to the idea of physically being at a destination, but it can't replace the act of travel, it can only enhance it," CEO and Creative Director of Start VR. Find out more.

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The best travel experiences using virtual reality

The best travel experiences using virtual reality | The Insight Files | Scoop.it

As virtual reality technology develops and becomes more widely adopted, brands and content creators have the challenge of leveraging the format's freedom and perspective to create new ways to experience global destinations. So far, travel brands have had difficulty determining the best way to create engaging content in virtual reality. Convention and Visitor Bureaus like Visit Houston and Tourism Australia have also worked to integrate virtual reality promotional content into their mobile apps. Today's fragmented virtual reality ecosystem, strewn across a variety of headsets and storefronts, makes it hard to have an engaging experience despite a glut of content becoming available. Find out more.

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Storytelling in virtual reality: The basics

Storytelling in virtual reality: The basics | The Insight Files | Scoop.it

As virtual reality enters mainstream, it is likely that the average consumer will not only navigate VR content with ease, but even begin to produce their own 360 degree content. Among the storytelling benefits of this platform include:

 

  • Immersion - the perception that you, the participant, are physically there.
  • Presence - at peak immersion, the audience experiences a sense of presence; the feeling of actively participating rather than passively watching.
  • Agency - to interact or react rather than simply perceive; the viewer chooses how to participate.
  • Empathy - you don't have to imagine what it feels like, you feel it for yourself. Empathy is generated through expert use of POV and perspective, and influencers.

 

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More travel companies testing the virtual reality water

More travel companies testing the virtual reality water | The Insight Files | Scoop.it

Virtual reality projects from YouVisit (Yosemite) and Tourism Australia show how the technology is progressing. Tourism Australia has produced a series of virtual reality clips which highlight wildlife and various destinations across the country. These advancements have contributed to positive predictions that there will be a virtual reality device in every home within ten years - assuming more attractive pricing and broadband accessibility. To find out more about the future of virtual reality, as well as the barriers to adoption, click here.

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Apple's next big thing will be virtual reality

Apple's next big thing will be virtual reality | The Insight Files | Scoop.it

A growing amount of evidence indicates that Apple is developing something with virtual reality technology. The dream: to immerse viewers in a totally computer generated world. Virtual reality has been a dream for futurists for decades, but the technology has never been good enough for it to take off. This article runs through the evidence of the latest changes implemented by Apple, including:


  1. Apple is staffing up.
  2. Apple has bought at least four start-ups which specialise in related technologies.
  3. Apple Stores have recently started selling a product that turns an iPhone into a virtual reality headset.
  4. Apple is suddenly a regular visitor to Stanford's virtual reality laboratory.
  5. Rumour has it that the iPhone 7 will include a new type of camera useful in augmented reality.
  6. Apple has filed patents in the space.
  7. When asked about it, CEO Tim Cook couldn't deny his interest.


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The future of travel advertising

The future of travel advertising | The Insight Files | Scoop.it

Virtual reality and augmented reality could be game changers for the travel industry. They offer many opportunities to connect with and excite travellers, using new and engaging promotions and advertising - and even immersive travel experiences - in store. Can the travel industry take it to the next level? Augmented reality is the merging of virtual reality and real life, as such that it offers a new dimension for the connected consumer. Developers create images within applications that blend with content in the read world. Virtual reality creates a completely virtual world in which  users can immerse themselves and interact with their virtual surroundings. Such an attention grabbing approach could work well for the travel industry, where consumers often take a trip in their imaginations long before they begin the process of researching and booking a holiday. Find out more.

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Ground-breaking virtual reality study showcases strong emotional engagement for brands

Ground-breaking virtual reality study showcases strong emotional engagement for brands | The Insight Files | Scoop.it

YuMe, Inc., the global audience technology company powered by data-driven insights and multi-screen expertise, and Nielsen, has released a neuroscience-informed research report demonstrating how the unique power of virtual reality platforms present marketers with incredible potential, as well as new challenges, in delivering highly immersive experiences that can elicit strong emotional engagement. It has also reinforced the need to align content with the right platform to produce optimal consumer engagement. Click here to download the infographic of key findings.

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Qantas immerses travellers in Australian destinations with new virtual reality app 

Qantas immerses travellers in Australian destinations with new virtual reality app  | The Insight Files | Scoop.it

Qantas has launched a new virtual reality app, Qantas VR, giving customers an interactive way to discover and explore destinations before physically travelling there. Travellers who are curious about travelling to Australia can now experience a series of immersive 360 degree videos shot at places like Uluru, Hamilton Island and Sydney Harbour. A unique 'book now' button takes the user straight to the appropriate flight booking details page as the primary call to action. The application is designed to work for all smartphone users with a built-in VR mode for switching between 2D and a 3D mode for VR headsets. 

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Nefetrip's curator insight, December 31, 2016 11:56 PM
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65% Of Aussie business leaders not ready to adopt mobile, AI or VR

65% Of Aussie business leaders not ready to adopt mobile, AI or VR | The Insight Files | Scoop.it

According to survey findings by Squiz, the vast majority of business leaders are not ready to adopt mobile, AI or VR technologies. 65% of Australian business leaders are not prepared or have no plans to address either Artificial Intelligence (AI) or VR (Virtual Reality) technology, according to a recent survey of Australian business leaders. Of the 93% who do not currently use either technology, 27% plan to adopt AI and 28% plan to adopt VR within the next 12 months. When asked to identify the perceived advantages of the emerging technologies, Australian business leaders claimed that AI would help reduce human error and automate tasks. For VR, the advantages included improving customer experiences and assisting with marketing and events. Find out more.

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Travel brands are betting on the future of mobile virtual reality

Travel brands are betting on the future of mobile virtual reality | The Insight Files | Scoop.it

Early adopters in the travel space say the proliferation of mobile devices in the US is likely to keep virtual reality around for some time to come. There are still questions around whether the technology will truly enable a new, lusher travel discovery experiences for the masses. Research on the scope of the virtual reality market is still scarce, but consulting firm Deloitte projected earlier this year that travel companies will have to grasp with the cost of producing virtual reality content compared to other mediums. Deloitte Global predicts that virtual reality will have its first billion dollar year in 2016, with about $700 million in hardware sales and the remainder from content.

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How virtual reality is going to change the travel industry

How virtual reality is going to change the travel industry | The Insight Files | Scoop.it

Virtual reality is an exciting media form that creates an artificial environment for the user –whether it is part of a real or imagined world. It suspends the user in that specific environment, allowing them to be immersed in a world where they can interact with it in such a way as to create sensory experiences involving sight, sound and more. This article outlines five ways that virtual reality is changing the travel industry, including:

 

  1. Try before you buy.
  2. Inspiring people to travel.
  3. Accessible marketing.
  4. Expectations will rise.
  5. New opportunities.

 

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The birth of virtual reality as an art form

The birth of virtual reality as an art form | The Insight Files | Scoop.it

Chris Milk uses innovative technologies to make personal, interactive, human stories. Accompanied by Joshua Roman on cello and McKenzie Stubbert on piano, Milk traces his relationship to music and art -- from the first moment he remembers putting on headphones to his current work creating breakthrough virtual reality projects that transport viewers to a new time and place. VR is the last medium for storytelling, he says, because it closes the gap between audience and storyteller. To illustrate, he brought the TED audience together in the world's largest collective VR experience. Join them and take part in this interactive talk by getting a Google Cardboard and downloading the experience at with.in/TED.

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Vagabond Lifestyles's curator insight, August 29, 2016 8:13 AM
Wow! what an amazing story of the road ahead
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Google offering virtual Great Barrier Reef tour

Google offering virtual Great Barrier Reef tour | The Insight Files | Scoop.it

Google has given travellers goggles, as the street view goes off road and underwater, mapping parts of the Great Barrier Reef. Consumers can now dive parts of the World Heritage listed marine park from their desks at work thanks to a team of scientists who have created a specially designed underwater camera capable of capturing 360-degree images of the Reef. The project to map the reef is part of the Catlin Seaview Survey, launched in California, and scientists will spend the next three years compiling a visual record of the world's reefs that will be explorable by everyone via Google Maps. Find out more.

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Facebook's 360-degree travel videos offer destinations a new path to marketing

Facebook's 360-degree travel videos offer destinations a new path to marketing | The Insight Files | Scoop.it

For the first time, hundreds of millions of consumers around the world can watch 360-degree, virtual reality videos on Facebook via their own devices. It has helped that some travel brands have already spent millions to showcase their cities and landscapes on this new media platform. The first 360-degree/virtual reality travel videos on Facebook span five continents, and since January, National Geographic, GoPro, Seaview 360, Discovery, Weather Channel and Tourism Australia have rolled out about 24 of these videos for their Facebook pages. Each one of them has over three million views with Tourism Australia, one of the first destination marketing organisations to puts its 360/virtual reality videos on Facebook, getting 4.6 million views to date on seven of its such videos that are on Facebook and another 1.6 million views across YouTube and its consumer website Australia.com. Find out more.

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Virtual reality experience helps holiday planning

Virtual reality experience helps holiday planning | The Insight Files | Scoop.it

Thomas Cooke Group is offering a new way to shop for your next holiday trip - in a world where consumers are increasingly turning to online outlets for tour comparisons, purchases and DIY tours, this initiative by Thomas Cook may draw high-end clientele back into the bespoke tour fold. Thomas Cook are modernising their offerings by allowing potential vacationers a chance to look before they book by using a high-tech virtual reality tour of destinations before making a final decision of where they will spend their next holiday. Their taster units feature goggles and a headset that give the user an immersive glimpse, complete with narration, of the sights and sounds they will experience at different destinations. After a successful initial trial in a UK-based outlet, the virtual reality tourism content will expand to a second stage with three locations in the UK, three in Germany and four in Belgium. Click here for more information.

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