The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Tourism Australia targets wealthy travellers

Tourism Australia targets wealthy travellers | The Insight Files | Scoop.it

US-based travel agents with wealthy clients are about to get an education in why Australia is the ideal high-end travel destination. The education is part of a new partnership signed between Tourism Australia and luxury travel network, Virtuoso. As part of the agreement, Tourism Australia will market and educate Virtuoso members on how to sell Australian holidays to high net worth clients. It will be supported by the new online training initiative, the Aussie Specialist Program as well as additional marketing dollars and increased resources in the US. The partnership comes after Virtuoso's network experience a 137% year-on-year increase in high-end US travellers booking getaways to Australia. Find out more.

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Hurun report: The Chinese Luxury Traveller 2015

Australia is the most popular international travel destination for Chinese luxury travel travellers according to the 2015 Hurun Report which analyses the travel and consumption patterns of China's high net worth individuals. The survey indicates that travel remains the most popular leisure pursuit among wealthy Chinese and respondents spent an average of 20 days travelling each year. Download the Chinese Luxury Traveller 2015 report.

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New rich in China developing taste for tourism

New rich in China developing taste for tourism | The Insight Files | Scoop.it

China's luxury travel market will continue to grow in the near future thanks to its emerging wealthy class. 

Last year, there were approximately 8,100 billionaires in China, up 600 from last year. 

Among them, some 2,700 have been identified and an estimated 5,400 more are believed to exist. 

Those are said to have "hidden" wealth. 

Around 600 individuals achieved 1 billion dollars or more in assets last year, 263 individuals of whom have been identified and 340 of whom are classified as having "hidden" wealth. 

Most of them are from first-tier cities, such as Shanghai, Beijing, Shenzhen and Guangzhou. 

Others are from such second-tier cities as Tianjin, Nanjing, Wuhan, Shenyang, Xi'an, Chengdu, Hangzhou, Jinan, Qingdao, Dalian, Ningbo and Suzhou. 

Official statistics show tourism reigns supreme as the number one leisure pursuit for China's newly wealthy. 

Some 63 percent of surveyed high-net-worth individuals listed travel as their preferred leisure activity, an annual increase of 2 percent. 

Their demands are becoming more diverse, and they are searching for a distinctive travel experience, according to an industry expert. 

Alison Gilmore, director of the International Luxury Travel Market, said that ILTM events are hubs created exclusively to develop the business of bespoke luxury travel. 

"Agents and buyers attending ILTM Asia from across the region will have the opportunity to ensure they're ahead of the game in meeting their clients' increasing demands during activities such as educational seminars and business networking," Gilmore said. 

According to statistics from the National Tourism Administration, the number of outbound Chinese tourists totaled 83 million in 2012, an annual increase of 18.4 percent. 

The market is now the largest in the world, ahead of that of Germany and the United States. 

It is expected that the outbound tourism market in China will continue to grow this year, with the number of tourists projected to reach 94 million. 


Via Wendy Forbes, Andrea Rossi
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Andrea Rossi's curator insight, June 4, 2013 3:23 AM

"China's luxury travel market will continue to grow in the near future."
"High-net-worth individuals listed travel as their preferred leisure activity, an annual increase of 2 percent."
"Their demands are becoming more diverse, and they are searching for a distinctive travel experience."

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Sustainable Tourism Among Top Luxury Travel Trends

Sustainable Tourism Among Top Luxury Travel Trends | The Insight Files | Scoop.it

Much like 'Fashion Week' establishes style trends for the season to come, leading luxury travel network Virtuoso® revealed during its recent 'Virtuoso Travel Week' conference the latest developments that will set the standard in upscale, experiential travel.

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Tots Invade Luxury Hotels

Tots Invade Luxury Hotels | The Insight Files | Scoop.it

"Luxury hotels are boosting efforts to cater to their littlest guests. Hotels say they are responding to increasing demand for kid-friendly services from travelers, who are bringing their wee ones to high-price hotels in never-before seen numbers. 


The rise of later-in-life childbearing—when more couples have the money to travel—is playing a role. So are baby boomers who organize, and often pay for, trips with children and grandchildren.


Getting to the hearts of kids is the most powerful way to get to the hearts of parents," said Mark Novota, managing partner of the Wequassett Resort and Golf Club, a 120-room resort in Chatham, Mass., that opened a new children's center in 2009."


[Click through for full article]

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India promises luxury growth: Warc.com

India promises luxury growth: Warc.com | The Insight Files | Scoop.it

Luxury brand owners could benefit from enhancing their focus on India, where the amount of very affluent households is due to treble in the next three years, a study has predicted.

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How New York luxury flagships can target Chinese tourists - Luxury Daily - Commerce

How New York luxury flagships can target Chinese tourists - Luxury Daily - Commerce | The Insight Files | Scoop.it

Cultural training is imperative for New York-based luxury flagship store employees to build trust among affluent Chinese tourists and creating a custom experience for this group of travelers will help marketers gain brand loyalists, experts say.

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Lamborghini Opens Luxury Boutique Hotel In China - Auto Word News :: Auto News :: Auto World News

Lamborghini Opens Luxury Boutique Hotel In China - Auto Word News :: Auto News :: Auto World News | The Insight Files | Scoop.it
The world class Italian luxury car maker Lamboghini seems to be adamant in making its grand entry into China.

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Luxury is the new black

Luxury is the new black | The Insight Files | Scoop.it

Tourism Australia is upping its luxe game, signing a brand new partnership with a world leader in luxury travel. Tourism Australia's Managing Director and Virtuoso's CEO and Chair launched the partnership at Virtuoso Travel Week in Las Vegas this week. Australia is one of the top destinations for the US market, with an impressive 137% growth in year-on-year bookings from Virtuoso's network of luxury travel agencies across the US. The latest tourism data shows that US visitors have spent close to AU$2.95 billion, an increase of 14% over the year. The agreement, which includes Destination NSW, the South Australian Tourism Commission, Tourism Northern Territory and Tourism Tasmania, will last through 2016 and will include a digital and print marketing campaign with a focus on trade engagement and agent training.

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Gliking is the new luxe adventure trend

Gliking is the new luxe adventure trend | The Insight Files | Scoop.it

First there was glamping, now it’s all about gliking. According to comparethemarket.com.au, gliking is the latest trend in the travel arena. Gliking refers to the practice of glamorous hiking and biking, appealing to those with a sense of adventure but who prefer to relax rather than rough it. The emergence of gliking means more people will now have access to explore a whole host of territories on two feet and two wheels, knowing that at the end of the day, it's a warm meal and comfortable bed to come home to. Some of the companies on target with the gliking trend include:


  • Overland Track, Tasmania - Cradle Mountain Huts Walk
  • California Wine Country Luxury, USA - TrekTravel
  • The Milford Track, New Zealand - Ultimate Hikes NZ
  • A Feast for the Senses, Vietnam - Butterfield & Robinson
  • Marrakech & The High Atlas Mountains in Style, Morocco - Macs Adventure


Find out more.

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How luxury brands can leverage holiday-focused social media campaigns

How luxury brands can leverage holiday-focused social media campaigns | The Insight Files | Scoop.it

Marketers that provide exclusive content via Facebook and Twitter can get a leg up over their competition. Consumers will be more apt to enter the brand world on social media if they are getting something exclusive.


One example of exclusive content that can resonate with users during the holiday season is insider access.


Last year, New York-based department store Bergdorf Goodman chose to bolster is then-new Google+ account by offering exclusive holiday marketing sneak-peaks and content (see story).

“Social media is a must-have for any luxury brand expecting to effectively connect with a digital-savvy consumer,” Mr. Delea said.


“It is also an efficient means of raising awareness and desire, and allows people to communicate the gifts they would like to receive,” he said. “It should also be used to generate viral buzz in a way that makes others want the same.”


Meanwhile, the use of Facebook apps will likely be prevalent across the board this holiday seasons. Therefore, luxury brands should look for ways to engage through apps without creating a mass-market message


Full story: .http://www.luxurydaily.com/how-luxury-brands-stand-out-with-a-holiday-focused-social-media-message/


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Why are Chinese luxury consumers relatively young?

Why are Chinese luxury consumers relatively young? | The Insight Files | Scoop.it

Once-untouchable luxury goods are beginning to enter ordinary households in China as the country becomes the world's second largest consumer of luxury goods. More and more young Chinese people are becoming fans of luxury goods, making up an increasing share of China's luxury consumer group.


On average, Chinese luxury consumers are 15 years younger than their European counterparts and 25 years younger than their U.S. counterparts, according to a study by the World Luxury Association (WLA).


Why are young Chinese people so interested in luxury goods when China's household consumption level is much lower than that of the United States and most European countries?

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Digital Anatomy of the Affluent Male

Digital Anatomy of the Affluent Male | The Insight Files | Scoop.it

"There are 19 million affluent males on the internet and they are shopping online and spending more than ever before. Forty percent of them are shopping online 2x a week or more and spending over $30k annually." - iProspect / ComScore

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Luxury Consumption in China: Doubts Remain - Luxury Society - The Bulletin

Luxury Consumption in China: Doubts Remain - Luxury Society - The Bulletin | The Insight Files | Scoop.it
China has consistently out-performed growth expectations when it comes to luxury, but as the Republic's overall growth forecast slows, the outlook becomes a little less rosy...

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Fierce competition in China's hotel industry spreads to 2nd tier cities

Fierce competition in China's hotel industry spreads to 2nd tier cities | The Insight Files | Scoop.it

If there’s one major distinguishing factor about the current state of China’s luxury hotel market, it’s the contrast between saturated top-tier cities and “blank slate” cities further inland. Though outbound travel continues to boom and mainland Chinese are venturing increasingly further afield, boutique and luxury hotels are springing up not only in and around the likes of Beijing and Shanghai but in second- and third-tier cities, in the hopes of benefiting from the growing premium business travel industry and the popularity of “staycations” around areas of particular natural beauty. But this, of course, means ever fiercer competition for these hoteliers to position themselves correctly and offer more perks and better service than their competitors. But given the short history of world-class luxury hotels in some inland cities — particularly third- and fourth-tier cities — this is easier said than done.

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