The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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What influences the bleisure traveller

What influences the bleisure traveller | The Insight Files | Scoop.it

Expedia's latest study, Profile of the American Bleisure Traveller, with Luth Research provides an inside look at the bleisure traveller, where they are going, and why they are turning their business trip into a bleisure one. Destination is the leading factor in turning business travel into bleisure, especially considering most bleisure travellers (84%) will stay in the same city for their whole trip, and more than 80% also stay in the same hotel. Other factors include:

 

  • 66% reported they would book if they were travelling to an exciting city/location.
  • 85% highly consider a destination if they have great sightseeing locations/
  • 33% were influenced by events going on in that area (a convention, concert, show, etc.)

 

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Eve-Line Boulle's curator insight, March 27, 10:41 AM
"CNN defines a bleisure traveler as someone who puts the “fun” in a business trip..."
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Hotel marketing trends for 2017

Hotel marketing trends for 2017 | The Insight Files | Scoop.it

Hotel marketing specialist Net Affinity has come up with its 17 big trends for 2017. The insights from the Dublin-based company includes some of the tips you might expect such as those around mobile and mobile payment as well as other less expected ones such as the rise of Bing and Instagram. The company is forecasting much ecommerce via Instagram as the image-sharing service has begun working with leading retail brands. New Affinity sees further commercial opportunities arising for hotel marketing via Snapchat and Facebook. Two additional trends highlighted are how voice search might impact SEO and the rise of video as well as live streaming of content via services available on Facebook, Instagram and other media. Find out more.

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The world's most visited cities in 2016

The world's most visited cities in 2016 | The Insight Files | Scoop.it

According to Mastercard's Global Destination Cities Index, Bangkok had 21.5 million visitors who stayed at least one night in 2016. By contrast, London had 19.9 million overnight visitors last year while Paris had 18 million. New York was further down the list with 12.8 million. Bangkok is joined by several other Asian and Middle Eastern cities in the popularity stakes. In terms of overall spending, Dubai takes at the number one position, attracting $31.3 billion in 2016, a huge distance ahead of London's $19.8 billion. Even though Bangkok attracted the most visitors of any city worldwide, it came fourth for overall spending with $14.8 billion. Find out more.

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Eve-Line Boulle's curator insight, February 17, 3:43 AM
"New York, London and Paris all attract hordes of visitors every year but they all trail Bangkok in popularity."
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Trending destinations for Australian travellers in 2017

Trending destinations for Australian travellers in 2017 | The Insight Files | Scoop.it

The data experts at Booking.com have analysed destinations based on growth in search to find the most aspirational places to visit in 2017. When analysed against wider trends, the patterns of growth highlight some interesting options. Among the trending domestic destinations for 2017 include Hayman Island, Hahndorf, Fraser Island, Mount Hotham and Cooma. Meanwhile, Seattle, Colombo, Banff, Vancouver and Portland made the cut in terms of trending global destinations. Find out more.

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Asian outbound travel boom to continue in 2017

Asian outbound travel boom to continue in 2017 | The Insight Files | Scoop.it

Asians travelled more than ever in 2016, with a surge in trips to destinations within the region and including many more beach holidays. After a double-digit rise in international trips in 2016, the outlook remains strong for 2017. These were some of the results of the 24th World Travel Monitor Forum in Pisa, Italy. These trends are also reflected in figures from the World Tourism Organisation, which show strong growth for many destinations in Asia and the Pacific. The region is leading worldwide inbound growth, with international tourist arrivals up 9% through September. IPK predicts a 6% rise in Asian outbound trips in 2017 based on its Asian Travel Confidence Index which measures travel intentions for the next year. 

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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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Why Australia has Korea starstruck

Why Australia has Korea starstruck | The Insight Files | Scoop.it

Tourism leaders are pinning their hopes on Korea's obsession with celebrity to deliver another year of record growth in visitor numbers to Australia in 2017. So far in 2016, visitors from Korea are up 28% on the same time last year after 276,000 citizens made the trek Down Under and spent $1.5 billion. The figure makes Korea Australia's most rapidly growing source of visitors, outstripping even China on 21%. After hosting the TV series Running Man in Australia and more recently K-pop sensation 2PM, Tourism Australia is confident of keeping the gains on a steep incline. Find out more.

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International visitors help Australia hit the mark

International visitors help Australia hit the mark | The Insight Files | Scoop.it

TRA has reported that tourism now directly contributes $47.5 billion to Australia's GDP, employs 580,800 of Australians and accounts for 9.6% of Australia's exports. Figures released last week showed more than eight million international visitors for the first time ever visited Australia - an increase of 11% over the previous year. This milestone was achieved just 18 months after visitor numbers exceeded seven million annually. This is substantially faster than the ascent from six to seven million visitors, which took place almost two and a half years ago. Much of the changing demographic of international visitors to Australia can be attributed to emerging countries in Asia, such as China; in contrast to previous decades where the majority of tourist arrivals came from the USA, the UK, NZ, Japan, Canada and Europe. 

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Aussies planning and booking travel across digital devices on rise

Aussies planning and booking travel across digital devices on rise | The Insight Files | Scoop.it

Australian travellers rely on digital devices more than ever before, increasing their use of smartphones, computers and tablets for researching travel options and purchasing flights and hotel rooms. In fact, nearly half of consumers use two or more digital devices when planning and booking travel, according to a new survey of 500 Australian consumers conducted by Signal. Key findings include:

 

  • The future of travel planning and booking is increasingly mobile.
  • Mobile-loving Millennials drive the trend.
  • Travellers want individual experiences.
  • Leverage customer data to understand the cross-device journey.
  • Be a resource to travellers by delivering seamless experiences across touchpoints.
  • Use profile data to deliver the personalisation and relevance travellers want.
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Skyscanner reveals ‘living like a local’ is top on the holiday list for Aussies

Skyscanner reveals ‘living like a local’ is top on the holiday list for Aussies | The Insight Files | Scoop.it

Global travel search engine Skyscanner Australia has released the latest findings of their first-ever Skyscanner TravelContent Survey, which looked at the travel content consumption preferences, habits and behaviours of Aussie travellers. According to the survey, 44% of Aussie travellers will opt for travel activities that offer a local experience when on holiday. Hungry for that local experience, Australians will pass on a picturesque view at a busy restaurant, opting to taste the flavours from an authentic local restaurant, hidden away from the tourist district. Findings have also revealed that Australians are in search of anything adventurous (30%), seeking out activities that allow travellers to be one with nature, followed by visits to museums and art galleries that offer a cultural experience (9%). Find out more.

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Tourists stick to established destinations amid global demand shift

Tourists stick to established destinations amid global demand shift | The Insight Files | Scoop.it

Europe, according to tour operator experts, may be seeing a generation shift in leisure travel demand. Increased interest in emerging destinations and cities with more unique cultures is shifting how people are holidaying this summer and into the future. Among North American destinations however, booking trends remain fairly standard. Orlando, the Caribbean, Mexico and Las Vegas widely remain the most popular destinations this summer. New resorts are drawing repeat visitors back to traditional destinations, and these new experiences have resonated with travellers. The Caribbean in particular is seeing a resurgence in international visitation due to new resorts finally opening their doors and the continued strength of the cruise industry in the region. In the Caribbean and Mexico, all-inclusive resorts are becoming more popular in the luxury market, instead of merely acting as a potential choice for more cost-conscious travellers. Find out more.

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Eve-Line Boulle's curator insight, September 6, 2016 5:29 AM
"Increased interest in emerging destinations and cities with more unique cultures is shifting how people are vacationing this summer and into the future."
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What London and San Francisco know about business and innovation

What London and San Francisco know about business and innovation | The Insight Files | Scoop.it

London is the world's best-performing city and San Francisco has the best long-term potential — in terms of economics, talent, culture, technology, well-being and politics - according to the 6th annual A.T. Kearney Global Cities Index. The A.T. Kearney rankings are important for multinational companies to best determine where to open new offices, relocate talent, invest in new technology and host large conventions. It's important for city governments, economic development agencies and convention bureaus to see how they move through the rankings each year. Find out more.

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Cruising boom continues to grow

Cruising boom continues to grow | The Insight Files | Scoop.it

Cruising has enjoyed a surge of 15 per cent in Australians taking an ocean cruise worldwide in 2015 to reach a record 1,058,781 passengers, according to an industry report. Domestic cruising jumped 42 per cent, contributing significantly to the record result. The growth in cruising in Australian waters saw local passenger numbers rise by more than 80,000 to 269,915 - a result which means one in four Australian cruise passengers took a domestic ocean cruise last year. Cruise Lines International Association Australasia's 2015 Australian Cruise Industry Source Market report reveals that Australia once again leads the global cruise industry in terms of market penetration. Find out more.

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The ins and outs of search for family trips

The ins and outs of search for family trips | The Insight Files | Scoop.it

Family trips can be more complicated than any other type of travel to organise - with multiple requirements and more than just one person to please. Bing recently carried out a major study of the online behaviour of those looking for family trips and how it all relates, in particular to their activity in search. Among the findings:

 

  • Women are more likely than men to plan family travel, performing the majority of searches for family holiday ideas. 
  • GenXers account for 4 in 10 searches and clicks for family holiday ideas.
  • April is the prime time to explore family holiday ideas.
  • Cruise searches heat up in January. 
  • Beaches top the charts for both summer and winter fun.

 

Find out more.

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The WagLab's curator insight, March 14, 10:04 PM
It would be very interesting to do a study like this done for dog friendly travel as well.  I believe (know!) the results would surprise a lot of tourism bodies, businesses and marketers.
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Mastercard's Global Destination Cities Index 2016

Mastercard's Global Destination Cities Index 2016 | The Insight Files | Scoop.it

Now in its seventh year, the Global Destination Cities Index is a tracking study of international travel destinations, cross-border spend and the internal patterns. In addition to ranking Bangkok as the world's most visited city and Osaka as the fastest-growing destination, the Index also highlights three distinct story lines for 2016.

 

  1. The growth trajectory of cities outside the top 20 list.
  2. Deeper insights into the motivations and travel spend behaviour of visitors to those cities.
  3. Changes in regional dynamics, especially in the Asia-Pacific region. Government officials, travel executives and other sectors of business will find that this year's report reflects the changing nature of regional markets and illustrates the unpredictable nature of the global consumer.

  

Download the report.

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Eve-Line Boulle's curator insight, February 17, 3:33 AM
"Global cross-border travel and spending among the 132 cities covered by Mastercard’s Global Destination Cities Index continues to grow at a faster pace than world GDP."
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Hotel trends that will shape guest experience in 2017

Hotel trends that will shape guest experience in 2017 | The Insight Files | Scoop.it

In this article, Skift makes its predictions for some of the biggest trends that will impact the hospitality industry and the overall guest experience. Among the trends include:

 

  1. Co-everything.
  2. Good design goes mainstream.
  3. Experiences beyond the hotel.
  4. Concepts of loyalty need to evolve.
  5. Hospitality will rediscover its roots.
  6. Local will regain its meaning.
  7. Luxury that's leaner and smarter.
  8. The smart hotel emerges.
  9. Expect even more brands to emerge, both new and familiar.
  10. Data interpretation is the ultimate intelligence.
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Why travellers are returning to travel agents

Why travellers are returning to travel agents | The Insight Files | Scoop.it

A flood of data has travellers — especially Millennials — seeking out real people to help them find their way. People today want hand-picked ideas for their particular tastes and interests. So they are returning to travel agents, relying on their expertise to do the research, the comparing, the vetting, the suggesting of the right place, the right time, the right price and so forth. The travel and hospitality marketing firm MMGY found that in 2015, 18% of travellers worked with a travel agent, a 50% jump on the previous year. Based on a survey of 14,000 households, the American Society of Travel Agents reports that it is currently seeing the highest numbers in three years for consumers booking through travel agents. Find out more.

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Travellers who take selfies remember their trips better

Travellers who take selfies remember their trips better | The Insight Files | Scoop.it

Researchers who surveyed more than 700 travellers from 6 countries find that travellers who snapped photos and selfies on holiday recall their trips better. In fact, they are 40% more likely to remember their holidays well than those who don't. The study also finds that Instagram users were 24% more likely than Facebook users to have clear memories of how they felt during their holidays. The cost of a holiday did not have any effect on its memorability, regardless of whether travellers spent $100 or $5,000. Travellers from the USA, UK, France, Germany, Spain and Italy were surveyed before, during and after their holidays. Find out more.

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Asian visitors fuel $38.8 billion tourism boom in Australia

Asian visitors fuel $38.8 billion tourism boom in Australia | The Insight Files | Scoop.it

Jut three Asian countries account for almost a third of all tourist expenditure in Australia, led by cashed up Chinese visitors. The latest IVS compiled by TRA has revealed China, Korea and Japan are now worth a combined $12.3 billion to the Australian economy. In total, visitors to Australia spent a record $38.8 billion in the year to September, up $4 billion or 11.5% in the space of one year. Although China is the clear market leader contributing in excess of $9 billion, visitors from Korea and Japan each spent $1.6 billion in the year to September. Find out more.

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Skift Global Forum 2016 recap – future trends to watch

Skift Global Forum 2016 recap – future trends to watch | The Insight Files | Scoop.it

In September 2016, the Skift Global Forum took place in the Lincoln Centre in New York City. Underpinning all sessions was technology - undeniably the future path of the travel industry, which is turning ever more mobile-centric, moving to voice recognition and unstructured search queries. Artificial Intelligence will shape the future of the industry as chatbots and virtual assistants like Siri will increasingly become part of our daily lives as we move to a 24/7 connected world. With the ever-increasing ability to harness data from disparate sources to understand consumer behaviour and improve targeting, the travel industry is facing a future of personalisation through automation. Find out more.

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Insights into modern theme park strategies

Insights into modern theme park strategies | The Insight Files | Scoop.it

In this article, Skift has collated some of the key trends impacting upon the theme park industry, providing an insight into the strategies and marketing activities of modern day theme parks.

 

  1. Ticket prices are reaching a threshold - the price of tickets has gone up dramatically in recent years, with many families being unable to afford to visit on a regular basis. Theme parks may lean towards airline or hotel style pricing to maximise revenue.
  2. China is the big growth market in global tourism, including theme parks - China is still a new market for many travel brands and Shanghai Disney is in some ways blazing the trail. There's a lot of optimism about China, but it's more difficult than just landing there.
  3. Intellectual property is crucial, but only if it's strong - Experiences based on Harry Potter, for example, have been very successful for Universal, while SeaWorld  struggles with the fact that their IP, chiefly Shamu, is surrounded by negative publicity.
  4. The potential of virtual reality is questionable - Many travel brands are anxious to jump on the VR bandwagon, and theme parks recognise it as an inexpensive way to revitalise an existing ride.
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MakeMyTrip study shows that Indian travellers are getting younger

MakeMyTrip study shows that Indian travellers are getting younger | The Insight Files | Scoop.it

MakeMyTrip's look at Indian travel patterns says that 18-35-year-olds are "the driving force behind the changing travel landscape". Its 2016 Indian Travel Report highlighted that 18-35-year-olds accounted for two-thirds of the trips taken in the first half of the year. Clearly, mobile is a huge driver of travel growth in India with Nasdaq-listed MakeMyTrip's financials having reported blockbuster growth in mobile bookings. Other statistics of note show how spontaneous Indian travellers are, with 70% of domestic trips being booked within a week of arrival. Late bookings are also taking a bigger slice of international bookings, with 65% booking within four weeks of departure compared with 59% last time. Find out more.

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UNWTO's Tourism Highlights - 2016 Edition

UNWTO's Tourism Highlights - 2016 Edition | The Insight Files | Scoop.it

The UNWTO has released its 2016 edition of Tourism Highlights, presenting a concise overview of international tourism in the world based on the results for the year 2015. Key areas covered include: key trends in international tourism, results by (sub)region and country of destination, world's top tourism destinations, outbound tourism by region and top spenders and tourism towards 2030. Highlights encompass:

 

  • Tourism flows were influenced by three major factors in 2015: the unusually strong exchange rate fluctuations, the decline in the price of oil and other commodities and increased global concern about safety and security.
  • China, the United States and the United Kingdom led outbound tourism in their respective regions in 2015, fuelled by strong currencies and economies.
  • France, the United States, Spain and China continued to top the rankings in both international arrivals and receipts.
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Eight things new destination marketing leaders need to know

Eight things new destination marketing leaders need to know | The Insight Files | Scoop.it

New leaders in a destination marketing organisation must prioritise collaboration, innovation and more essential skills that will create long-term success. This article focuses on the critical things a new leader at the DMO needs to understand and consider in order to avoid speed bumps and succeed in the industry.

 

  1. Don't underestimate the impact of external stakeholders.
  2. Review and understand existing strategies before adding your own ideas.
  3. Build consultation into almost everything you do.
  4. Dare to stop doing things.
  5. Create a culture of innovation.
  6. Think twice before going retail.
  7. Stay lean.
  8. Understand the business you're in.
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Andrea Rossi's curator insight, September 6, 2016 3:19 AM
1.Don't underestimate the impact of external stakeholders.
2. Review and understand existing strategies before adding your own ideas. 
3. Build consultation into almost everything you do. 
4. Dare to stop doing things. 
5. Create a culture of innovation. 
6. Think twice before going retail. 
7. Stay lean. 
8. Understand the business you're in.
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Check in to the vast world of hotel data

Check in to the vast world of hotel data | The Insight Files | Scoop.it

Hotels sit on more data from their guests than, arguably, any other sector in the travel industry. And, remarkably, some probably do not even realise that they do, let alone what to do with it. Snapshot have pulled together the infographic above which segments hotel data into various areas such as distribution, revenue management and reviews. Find out more.

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