The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The future of marketing smart cities

The future of marketing smart cities | The Insight Files | Scoop.it

By March 2016, over half of the 10,500 hotels rooms in Zurich will have tablets for guests to use to order services in the hotel and learn about the destination outside the hotel. The rest of the rooms should be outfitted by the end of the next year. The rise of the 'smart city' mega-trend hinges on widespread digital connectivity. By developing platforms for more people and more things to communicate with each other - the basic foundation of a smart urban ecosystem - municipal and corporate leaders worldwide are developing new business opportunities in every sector, including tourism. With other destinations such as Amsterdam, Berlin, Barcelona, Vienna, Singapore, Sydney and many more now positioning themselves as smart cities, the business value of that is becoming more apparent to attract both leisure and business markets. Find out more. 

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Tourism marketing insights to increase visitation

Tourism marketing insights to increase visitation | The Insight Files | Scoop.it

Despite the evolving nature of the tourism marketing landscape, this article from MyTravelResearch highlights the effectiveness of more ‘traditional’ marketing methods to achieve cut-through and increase visitation. According to research, email is still, by far, the most effective marketing channel with 91% of people checking their emails at least once a day. Furthermore, authenticity and consistency in branding is more important than ever, improving search engine results. Social media engagement means your business is more likely to be presented in a search engine result. Find out more.

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U.S. National Parks embrace digital media to reach millennials

U.S. National Parks embrace digital media to reach millennials | The Insight Files | Scoop.it

The U.S. National Park Service has launched its largest-ever marketing campaign in preparation for the agency's centennial celebrations in 2016. The goal of the campaign is to raise awareness of the park system among millennials. In addition to the website, with its content on the parks and trip-planning tools, the campaign will include contests, social media engagement and influencer relationships. The parks drew 292 million visitors, who entered at least one national park in 2014, but there are misrepresentations that they are family destinations only or at all located in the West. When the National Park Service hired ad agency Grey in 2010, they required a year's worth of qualitative and quantitative research to gauge the public's understanding and awareness of the organisation. National Park Service Director Jarvis says the organisation will replicate the same research in 2017 at the campaign's end to determine its ultimate success. Find out more.

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Europeans invited to gear up and ‘get vertical’ in Australia

Europeans invited to gear up and ‘get vertical’ in Australia | The Insight Files | Scoop.it

Tourism Australia has partnered with outdoor sports brand SALEWA on a new campaign in Europe to showcase Australian walking experiences in Victoria, South Australia, Northern Territory, Queensland and Western Australia. Australia is the first destination to be featured in the 'Get Vertical' campaign by SALEWA, which runs from 19 March to 15 May 2015. Promotional activity includes a multilingual website featuring a virtual walking experience and competition, three-page advertorials, as well as a 24-page walking content piece and point-of-sale activity in SALEWA stores. Participants from Germany, Italy, France, Switzerland and Austria have the chance to win a seven-day walking trip to Australia in September 2015 to one of the featured walking destinations. 

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Tourism Australia marketing boss Lisa Ronson outlines strategy

Tourism Australia marketing boss Lisa Ronson outlines strategy | The Insight Files | Scoop.it

New Tourism Australia chief marketer Lisa Ronson has pledged to develop the digital and social marketing focus started by her predecessor as she revealed that coastal scenery would become a central theme to the agency's promotional activity. Other destinations including California and Hawaii have closed the gap on Australia in terms of their coastal offering and it is now time to step up the marketing of Australia's beaches and ocean attractions. Key to that has been Tourism Australia's partial funding of a three-part documentary on the Great Barrier Reef narrated by iconic natural history presenter David Attenborough. Digital marketing will be further developed and used to help drive conversions, another of Tourism Australia's key objectives in 2015. The focus on food and wine through Restaurant Australia will continue, while luxury travel to attract high yielding visitors and events will also be woven into the agency's 2015 marketing strategy.

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Personalisation as the future of travel

Personalisation as the future of travel | The Insight Files | Scoop.it

The future of travel is personalisation. Reviews and online user generated content are increasingly important for travellers during the research process and when choosing a hotel. Findings show that given equal prices, travellers are 3.9 times more likely to choose a hotel with higher review scores. 76% of respondents also say that they would pay more for a hotel with higher average review scores. Click here to learn how personalising the travel search with structured review data leads to happier travellers.


Via Roland Schegg
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Objectif Seychelles's curator insight, November 24, 2014 5:25 AM

Very good article on changing travelling habits...

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Tourism Australia explores news-style content, virtual reality

Tourism Australia explores news-style content, virtual reality | The Insight Files | Scoop.it
The CIO and CMO of Tourism Australia have joined forces to develop innovative storytelling aimed at bringing more visitors to Australia.
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Gaming and Gamification in tourism: best practice report


Via Soraia Ferreira, Ph.D.
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Generation Y travellers and the future of travel technology

Generation Y travellers and the future of travel technology | The Insight Files | Scoop.it
So what are some of the key trends in the travel industry and where the industry could it be heading next? Generation Y has to be at the centre.
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TripAdvisor's TripBarometer 2014: some key insights on traveller budgeting behaviours and hotelier investments

TripAdvisor's TripBarometer 2014:  some key insights on traveller budgeting behaviours and hotelier investments | The Insight Files | Scoop.it

"Travellers love to share (unless it’s the armrest on the plane), and people in the lodging industry love to talk shop. So it’s no wonder we have a lot of powerful data to share from our annual TripBarometer survey.

We could only fit so much in the infographic, so here are key insights and corresponding tips – including three you won’t find anywhere else."

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Royal visit boosts British interest in travel to Australia

Royal visit boosts British interest in travel to Australia | The Insight Files | Scoop.it
Kate, Wills and baby George are creating quite a storm on their trip Down Under, reinvigorating British interest in Australia and New Zealand.
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D2B Marketing – Destination to Businesses Marketing

D2B Marketing – Destination to Businesses Marketing | The Insight Files | Scoop.it

Is your destination doing as much as it can to support the travel trade? Working with and through the global travel trade is a critical part of any destinations marketing program.  

There are two types of operators – those who are selling your destination and those who are not.  Your goal is to convert those who are not selling your destination yet and to support those that are, to sell more. 


Via Roland Schegg
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China Ready – Q&A with Australia’s Scenic World on attracting Chinese travellers

China Ready – Q&A with Australia’s Scenic World on attracting Chinese travellers | The Insight Files | Scoop.it

"Amanda Byrne is head of Marketing & Events at Scenic World, a privately owned attraction in Australia’s Blue Mountains. Scenic World has made smart and deliberate changes to cater to Chinese travelers — its fastest growing inbound market — including participating in specific training from a program called China Ready and Accredited. ATTA asked Byrne to tell us about these changes and what impact they’ve had so far on business."

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Ireland's next tourism campaign taps into mythical legend and lore

Ireland's next tourism campaign taps into mythical legend and lore | The Insight Files | Scoop.it

Tourism Ireland is building on the success of past regional campaigns with the new Ireland's Ancient East initiative, inspired by 5,000 years of history in the oldest part of the country spanning the eastern region from Dublin south to Cork. The campaign is hoping to drive an additional 600,000 overseas visitors to the region, representing a 20% growth in traffic, while increasing visitor revenue by 25% to $1.07 billion, in total by 2020. Many other tourism boards have developed initiatives to drive business to areas outside their most popular cities but few have done so with such comprehensive programming and promotion. Find out more.

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The best day to promote your travel app

The best day to promote your travel app | The Insight Files | Scoop.it

Sensor Tower has crunched the data to find the best time for mobile engagement across all iOS categories, including travel. The team pulled estimate weekly downloads and revenue for all iOS apps in the United States for every category and then broke the data down by downloads/revenue per day. The time period for analysis was January through March 2015. Sensor Tower found the weekend to be the best time to promote travel apps, owing to the fact that most people aren't working, and therefore have more spare time to research and book various travel items. It is also the time that users are most likely out in the world and ready to purchse last-minute in-app products. Accordingly, revenue jumps several percentage points over the weekend. Downloads also increase slightly over the weekend, but not as markedly as revenue. These stats are important as mobile has moved from the fringe to become one of the main channels for marketing, engagement and conversion for travel brnads. Criteo's quarterly look at mobile commerce shows the travel category is growing and that mobile's overall share of commerce will jump from 29% to 33% by the year's end alone.

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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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Two Weeks in Australia

Two Weeks in Australia | The Insight Files | Scoop.it

Tourism Australia has launched a new 'Two Weeks in Australia' campaign to promote Australia as a 'do-able' two-week destination for UK travellers. Designed to move Australia from the 'wish list' to the 'shopping list' for British consumers, the initiative includes four weeks of TV and digital advertising, a 24-page supplement in The Sunday Times and a 44-page edition of The Telegraph's luxury travel magazine, Ultratravel. The campaign runs from 1 April to 30 April, 2015. 

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Routes Asia 2015 Marketing Awards Winners Announced

Routes Asia 2015 Marketing Awards Winners Announced | The Insight Files | Scoop.it

Tourism Australia was announced as the overall winner of the Asia heat of this year's Routes Marketing Awards. Over 800 aviation professionals were gathered to witness the presentation of the awards and to take part in the 13th Routes Asia - the largest route development event for the entire Asia-Pacific region. Tourism Australia was also named as the winner from the Best Destination Marketing category. Commenting on the win, Tim Jones - Regional General Manager Asia and Strategic Partnerships for Tourism Australia - said: "Our partnerships with airlines around the world are crucial in helping us drive demand for Australia and sharing with the world why 'There's nothing like Australia' through innovative marketing campaigns. It's a fantastic honour to collect the Best Destination Marketing and Best Overall Marketing awards on behalf of everyone behind 'team Australia' - recognition of the work of Australia's airports, our State and Territory tourism colleagues and Tourism Australia."

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Edelman study finds consumers want entertainment ‘selfie-style’

Edelman study finds consumers want entertainment ‘selfie-style’ | The Insight Files | Scoop.it
Edelman today releases the results from the 2014 Edelman Entertainment Study, its eighth annual study on how and why people consume and share entertainment.
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Influencer engagement: how travel brands can do it right

Influencer engagement: how travel brands can do it right | The Insight Files | Scoop.it
A viewpoint from Matthew Barker on influencer marketing, or having consumer influencers tout your brand or product direct to their audiences.
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Asia Pacific region leads the world with the best hotel reviews

Asia Pacific region leads the world with the best hotel reviews | The Insight Files | Scoop.it
The Asia Pacific region came out on top scoring 85.8 percent overall in 16 categories that included service, facilities, food, romance, luxury, romance, nightlife, price and more.
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Qantas throws up a creative marketing idea

Qantas throws up a creative marketing idea | The Insight Files | Scoop.it

"Qantas has come up with an innovative use for its sick bags.

Customers will be encouraged to draw representations of their destinations on the back of the bags as well as use their boarding passes for doodling.
 

They can then share their creations using the Qantas hashtag on social media: #Qantasblankcanvas."

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Warmth, positivity and energy: fostering a 'distinctly Australian' service style for guest satisfaction

Warmth, positivity and energy: fostering a 'distinctly Australian' service style for guest satisfaction | The Insight Files | Scoop.it

"Tourism builds social capital as it spreads jobs across the economy from students to highly paid tourism CEOs. It connects people from different cultures with one another through service interactions.


But this last role requires a quality interaction. It should be an interaction that leaves the visitor feeling enriched or engaged with the place they are visiting. In an age of instant social media, it is now even more important. A dissatisfied customer tells between 9 and 15 people on average says a consumer affairs study from America. But if they tell TripAdvisor, that can become tens of thousands very quickly."

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How to win, manage and optimise Hotel Prices Ads on Google

How to win, manage and optimise Hotel Prices Ads on Google | The Insight Files | Scoop.it
As we all know, Google entered the hotel metasearch game with the introduction of Google Hotel Price Ads (HPA) in a number of Google products.
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