The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Moving towards insights-driven strategies

Approximately 4.75 billion pieces of content are shared on a daily basis, however, 50% of marketers say they do not have a content strategy. This SlideShare presentation likens ideas without insights to throwing darts in the dark. It describes three main types of insights crucial to your business' strategic decisions:


  1. Audience insights: psychographics including attitudes and behaviours; needs, wants and goals; life stage; level of understanding; other brands they follow; interests; and motivations.
  2. Cultural insights: influential figures/movement; language and memes; historic and current news; and rules and mores.
  3. Competitor insights: what are competitors doing to reach their audience?; who comprises their audience?; gaps in what they present and what your audience needs/wants/desires; how you compare.
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Nine strategies to win China travel industry

Nine strategies to win China travel industry | The Insight Files | Scoop.it
By 2030, 49% of all passenger traffic globally will be within Asia-Pacific or between the region and the rest of the world. China travel is booming!
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UNWTO and Australia’s Griffith University Join Forces to Advance Tourism Knowledge - News - PATA

UNWTO and Australia’s Griffith University Join Forces to Advance Tourism Knowledge - News - PATA | The Insight Files | Scoop.it
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Nielsen's latest report on Consumer Confidence

Nielsen's latest report on Consumer Confidence | The Insight Files | Scoop.it

In Nielsen's latest online survey, conducted between November 10-28, 2014, consumer confidence was found to have increased in 17 of 60 markets (28%), compared with 39 markets (65%) in the third quarter. India’s score of 129, the highest index among 60 markets, increased three points from the third quarter. Italy reported the lowest score of 45, a quarterly decline of two points. Ireland (90) showed the biggest improvement, as confidence there rose six percentage points. Malaysia (89) logged the biggest decline, as confidence there fell 10 points from the previous quarter. While confidence fell slightly in every region in the fourth quarter from the previous quarter, the index is still above a pre-recession level of 94 from third-quarter 2007. Click here to download the report.

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Online travel’s new dynamic duo: Expedia and Wotif - Roy Morgan Research

Online travel’s new dynamic duo: Expedia and Wotif - Roy Morgan Research | The Insight Files | Scoop.it
The news that US-based online travel booking service Expedia is taking over Aussie-owned Wotif.com Holdings has far-reaching implications for the Australian travel industry.
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Ipsos launches measurement and monetisation tool for content - AdNews

Ipsos launches measurement and monetisation tool for content - AdNews | The Insight Files | Scoop.it
Understanding that behaviour, engagement and monetisation opportunities around media brands and content differs from products has prompted IpsosMediaCT to create a new tool and help brands chase the m...
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