The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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2016 travel trends shed light on travellers’ intentions for 2017

2016 travel trends shed light on travellers’ intentions for 2017 | The Insight Files | Scoop.it

Traveller behaviours and preferences throughout 2016 gives us a hint of what lies ahead, helping to identify opportunities for the coming year. So, based on the last year, what are travellers’ intentions for 2017?

 

  • Digital content will keep booming - travellers are seeking out more and more digital travel content.
  • Leisure travel will continue to surge - travellers' intentions to take a leisure trip in the next six months has steadily increased over the last six years. Data on room nights validates this growth.
  • Traveller safety ranks as important, but budget is still paramount - budget, economic concerns and the cost of travel are generally more prohibitive than safety concerns for travellers when surveyed in 2016.
  • Looking ahead - with this ever growing expansive digital travel marketplace, it's more imperative than ever to create a cohesive, integrated travel marketing strategy.

 

Find out more.

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Eve-Line Boulle's curator insight, March 23, 10:08 AM
"With the New Year in full swing, looking back can help us move ahead more effectively as travel marketers..."
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New research reveals Aussies are ‘workaholics’

New research reveals Aussies are ‘workaholics’ | The Insight Files | Scoop.it

Surprising new research has revealed that in general, two in three of Aussie workers did not take their annual leave in 2016, with an alarming 37% - up to nine million - taking no annual leave at all. The findings come from a survey of a nationally representative, independent panel of 1,004 Australian adults conducted by an independent research agency and commissioned by HotelsCombined. The survey revealed that just 31% of Australians used all their annual leave last year, 10% took around three-quarters of their entitlements, 10% took half of their entitlements, and 10% took a quarter or less. Just 2% took more annual leave than they had accrued. Find out more.

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Emerging travel trends to watch in 2017

Emerging travel trends to watch in 2017 | The Insight Files | Scoop.it

Cheapflights.com.au has compiled its top five global travel predictions for 2017. From bigger and better airports to more international travel, Australians are set to encounter many exciting developments in 2017. Among the predictions include:

 

  1. Unbundled airfare for the win.
  2. Golden age for international travel.
  3. More airport innovation and investment.
  4. Portable travel search.
  5. Decline of the generic holiday.

 

2017 will see an uptick in people looking to travel with purpose:

  • Living like a local - the search for a more personalised and authentic experience.
  • Working holiday - combining work and travel.
  • Ecotourism - seeing destinations that are endangered and supporting tourism services that sustain vulnerable lands and species.
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Vagabond Lifestyles's curator insight, March 8, 9:59 AM
 This trends will make travel cheaper and more convenient. No excuses not to travel.
 
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Phocuswright: Destination selection trends

Phocuswright: Destination selection trends | The Insight Files | Scoop.it

Phocuswright's Destination Unknown: How U.S. and European Travellers Decide Where to Go 2016 delves into the leisure travel destination selection process and provides insight into motivating factors and preferences regarding information sources used by travellers in the U.S., France, Germany and the U.K. This article highlights five trends from the report:

 

  1. PCs still dominate online destination research, but this number is steadily declining.
  2. American travellers are much more likely to consider themselves early adopters of new technology.
  3. American and British travellers have the highest penchant for tablets.
  4. Nearly eight in ten travellers in each country always check multiple websites to ensure they're getting a good deal.
  5. European travellers, especially from Germany, have historically had a high penchant for gathering destination information online. However, these online sources have been quickly declining in recent years.
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Where we'll be travelling to in 2017 according to Virtuoso

Where we'll be travelling to in 2017 according to Virtuoso | The Insight Files | Scoop.it

According to Luxury experts Virtuoso, Australians are heading to Cuba and Iceland, looking for adventure in Antarctica and South Africa and honeymooning in the Maldives. Revealed in the 2017 Virtuoso Luxe Report Australia, these are the luxury trends being seen by the network's Australian based advisors for the coming year. The annual report, which for the first time included a breakdown from the Australian market, is the leading trend predictor for luxury and experiential travel globally. Also, for the first time, the report looks at destinations which are rapidly changing or at the risk of disappearing in the coming decade. Find out more.

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Snapshot of the American Traveller

Snapshot of the American Traveller | The Insight Files | Scoop.it

Travel is a large - and growing - sector in the United States. In 2015 alone, American travellers logged 1.7 billion trips for leisure purposes. We know that Americans are travelling, but how are they consuming digital travel content, what influences their travel decisions and how can marketers best reach and influence them? Expedia's new research, conducted by comScore, analyses the path to purchase of American, British and Canadian travellers and shows when, where and how consumers in each of these countries book a trip. Expedia have developed an infographic, highlighting the travel behaviour of the American traveller. Find out more.

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Instagram’s top travel hashtags of 2016 

Instagram’s top travel hashtags of 2016  | The Insight Files | Scoop.it

According to Instagram data, #travel was the most used travel hashtag for 2016, followed by #sunset and #travelgram. We have become a community of photo sharers, documenting the details of our every life movements, sharing our incredible experiences from backpacking through Europe, to feasting on authentic street food in Asia. Among the other most popular travel-related hashtags of 2016 include #wanderlust, #vacation, #adventure and #roadtrip. Click here to find out more.

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Planets align to deliver Australia a record year for overseas visitors

Planets align to deliver Australia a record year for overseas visitors | The Insight Files | Scoop.it

Australia has never been more desirable to international visitors than it was in 2016. ABS data released this week show 7.3 million short-term visitors arrived to Australia in 2016, excluding December. The figure almost surpassing the 2015's full-year tally with one month to spare. December typically attracts more than 800,000 visitors. TRA is predicting growth of 8% for 2016-17 compared to 2015-16, and expects a new record for visitors to be set. Dr. Decosta from the ANU said years of work positioning the country as a travel destination for overseas visitors is coming to fruition, with a rise of tourism from China and India. Compared to a year ago, the number of monthly trips from China has grown by almost 10,000 and monthly trips from India are up almost 10%. Find out more.

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Where we'll be travelling to in 2017

Where we'll be travelling to in 2017 | The Insight Files | Scoop.it

Australians are heading to Cuba and Iceland, looking for adventure in Antarctica and South Africa and honeymooning in the Maldives. Revealed in the 2017 Virtuoso Luxe Report Australia, these are the luxury trends being seen by the network’s Australian based advisors for the coming year. The annual report, which for the first time included a breakdown from the Australian market, is the leading predictor for luxury and experiential travel globally. For the first time, the report also looks at destinations which are rapidly changing or at risk of disappearing in the coming decade. Find out more.

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Can Australia rise as the global leader in wellness tourism?

Can Australia rise as the global leader in wellness tourism? | The Insight Files | Scoop.it

Recent Global Wellness Institute (GWI) statistics reveal that Australia leads the charge amongst nations for percentage increase in wellness related trips with over 85% growth. As the niche sector of wellness tourism grows, it is becoming a trend for industry leaders to incorporate wellness components to their market, not just for the primary wellness traveller but also for the secondary wellness tourists or those who seek wellness experiences on top of their main purpose for travel. While the USA is at the forefront of this trend, other nations are catching up with countries like China performing strongly in the top 20 wellness tourism market ranked by revenue and Brazil entering the record for the first time, unseating Portugal. Find out more.

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The impact of emerging markets on corporate travel 

The impact of emerging markets on corporate travel  | The Insight Files | Scoop.it

There are a few emerging markets around the world already impacting on business travel, and there are big expectations on the role they'll play within the industry in 2017. In order to seize the opportunity to tap into these emerging markets, this article lists tips and advice on how travel managers can arm their employees and customers with the necessary tools to succeed. Among the predictions:

 

  • Reports forecast that India will reach $36.1 billion in business travel spending in 2017, becoming a top 5 market in corporate travel spending in the next 15 years.
  • China's business travel spending is expected to increase by 61% over the next 5 years. In 2015, China surpassed the USA as the biggest business travel market in the world. 
  • According to Asialink Business, Australian businesses in consumer markets such as design and product development, retail and online marketing and consumer finance have plentiful opportunity in Indonesia's emerging international marketplace. 
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Global travellers are embracing alternative payment methods

Global travellers are embracing alternative payment methods | The Insight Files | Scoop.it

Credit cards and debit cards are the most popular payment method for travellers across the globe, but recent data proves that times are changing. Worldpay, a leader in the electronic payment services industry, recently surveyed 12,000 people in six different countries who have booked a flight or holiday in the past year to better understand why people pay the way they do. The findings revealed that global travellers are embracing alternative payment methods for travel more than ever - when booking holiday packages, travellers in the USA, Australia and Brazil overwhelmingly choose to pay with credit cards. Travel industry providers have no choice but to adapt to the growing trend, or risk alienating the technologically savvy traveller of the future. Find out more.

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TripAdvisor's most beloved landmarks

TripAdvisor's most beloved landmarks | The Insight Files | Scoop.it

According to TripAdvisor's followers, Australia's most beloved landmark is the Australian War Memorial in Canberra, per a Yahoo7 report. The second spot was awarded to last year's winner, the Sydney Opera House, while the Sydney Harbour Bridge was voted as third favourite and Melbourne's Shrine of Remembrance came in fourth. Internationally, Machu Picchu was recognised as the world's top spot, followed by Sheikh Zayed Mosque in Abu Dhabi and Angkor Wat in Siem Reap, Cambodia. Find out more.

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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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The future of everything in travel 

The future of everything in travel  | The Insight Files | Scoop.it

Understanding China offers an insight into what is going to happen globally within technology and travel in 2017 and beyond. This article highlights an analysis conducted by Kieron Branagan, CEO of Openjaw Technologies. Among the trends include:

 

  1. The future of mobile: in China, mobile is the strategy.
  2. The future of social: WeChat had 768 million daily users in 2016, representing 35% year-on-year growth. It has become a CRM platform that controls the intermediation between businesses and consumers through owning and managing user profiles.
  3. The future of ecommerce: About half of all e-commerce in China happens on mobile compared to just over a fifth in the US and around a third in the UK. 
  4. The future of payment: WeChat supports payment and money transfer, which allows users to perform peer-to-peer transfer and electronic bill payment. 
  5. The future of travel: China is becoming the largest source market for international travel.

 

Find out more. 

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Eve-Line Boulle's curator insight, March 10, 9:32 AM
"The Chinese believe that what happens at New Year influences your fortunes in the year ahead..."
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Travel trends for 2017

Travel trends for 2017 | The Insight Files | Scoop.it

Data science will remain a cornerstone of online travel in 2017, despite the damage done to the predictions industry by political pollsters. Among the other trends forecast by executives across the travel spectrum in this Tnooz article include:

 

  1. China goes global and new travel hotspots.
  2. 21st century hospitality: a new landscape emerges.
  3. Experience, memories and a new sort of spontaneity.
  4. Partnerships, personalisation and the end of the self-serve OTA.
  5. Technology: will it be goodbye native app, hello chatbot?

 

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Megatrends defining travel in 2017

Megatrends defining travel in 2017 | The Insight Files | Scoop.it

Skift has released its 2017 magazine, outlining the Megatrends in travel and tourism for 2017 and beyond. The list of trends expanded upon in the magazine are:

 

  1. Humanity Returns to Travel, in an Age of Digital Overload
  2. Overtourism Goes Mainstream, Destinations Get Smarter About Solving It
  3. The Fifties Are the New Target Demographic For Travel Brands
  4. Festivalisation of Meetings and Events
  5. Digital Platform Disruption Is Here to Stay
  6. Year of Reckoning for Europe, the World’s Biggest Tourist Destination
  7. Corporate Travel Tech Is in Upheaval
  8. Distribution Wars Have Moved Beyond Black and White
  9. Low-Cost Carriers Reinvent the Transatlantic Market
  10. Tours and Activities Are Finally Coming Into Their Own
  11. Cruise Lines Play the Long Game With New Markets and New Audiences
  12. This Is the Year of the Modern Female Traveler
  13. Artificial Intelligence in Travel Is Finally Becoming a Reality
  14. Dining Out Is the Main Event
  15. The New Luxury Is Defined by Small Brands With Big Stories

 

Click here to download the magazine.

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Travel trends you'll talk about this year

Travel trends you'll talk about this year | The Insight Files | Scoop.it

20 years ago, booking websites were a pipe dream. Let's just say things have changed somewhat. So what are KarryOn's predicted travel trends for 2017?

 

  1. Pared-back hotels - in 2017, consumers will be seeking hotels that skimp on extravagant displays of opulence in favour of room spaces that subscribe to the philosophy of "less is more."
  2. Room Mate - A new service called Be Mate allows travellers to stay in apartments near Room Mate hotels while still giving them the freedom to use the neighbouring hotel's facilities.
  3. More women will travel solo - There has been a 230% increase in the number of women-only travel companies over the last six years, catering to a growing segment of the travel market.
  4. Stripped down economy class - Travellers are looking for products and services that are better tailored to what they want out of a holiday.

 

Find out more.

 

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Snapshot of the Canadian Traveller

Snapshot of the Canadian Traveller | The Insight Files | Scoop.it

The digital audience in Canada may be smaller than that in the UK and U.S., but Canadian consumers are highly engaged. Collectively, they spend 148 billion minutes per month interacting with digital content, and 70% are consuming digital travel content. Expedia's new research, conducted by comScore, analyses the path to purchase of American, British and Canadian travellers, and shows when, where and how consumers in each country book a trip. While the three traveller profiles share many similarities, there are defined trends we can see within the Canadian market. Click here to download the infographic and find out more.

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Most searched destinations of 2016 revealed

Most searched destinations of 2016 revealed | The Insight Files | Scoop.it

From breaking news, to breaking Olympic records and the UK's break-up with Europe, the events of 2016 affected us all in different ways. To wrap-up 2016, Travel Weekly presents Google's wrap-up of the five topics that caught the attention of Australians in 2016:

 

  1. Aussies love a good game.
  2. Politics and personalities.
  3. The oh-no and uh-oh moments.
  4. Saying goodbye to the greats.
  5. Calling Mother Nature. 

 

Find out more.

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A snapshot of U.S. outbound tourism

A snapshot of U.S. outbound tourism | The Insight Files | Scoop.it

Some 2.8 million U.S. citizens travelled abroad in September 2016, up five percent over September 2015, according to statistics released by the U.S. National Travel and Tourism Office. This brings U.S. citizen overseas travel to 27 million in the first nine months of he year, up seven percent for the year (excluding travel to Mexico and Canada). Through September, travel to overseas locations accounted for 44% of U.S. outbound international travel while 54% went no farther than Canada or Mexico. Europe and the Caribbean remained the most popular destinations throughout September capturing a total 28 percent of all travel. The greatest growth among overseas markets year-on-year was in Asia Pacific. Find out more.

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Aussie summer getaways to boom with January surge

Aussie summer getaways to boom with January surge | The Insight Files | Scoop.it

Nearly 70 per cent of Australians will be taking a break over the summer months with three in ten people (30%) packing their bags in January for a much deserved holiday, according to a national poll commissioned by TTF. The survey of 800 Australians by pollster Nielsen reveals that early January is one of the most popular times for Australians to set out on a summer holiday following the conclusions of the busy Christmas and New Year's celebrations, with 17% planning to load up the family car or board a flight or cruise ship. The mid-January period will also be action-packed with a further 13% of people planning to get away from it all, while 5% are waiting for Australia Day to come and go and schools to be back in session before taking their holiday.

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Top travel trends from 2016's WTM

Top travel trends from 2016's WTM | The Insight Files | Scoop.it

This KarryOn article highlights the top trends and insights gathered at the world's largest travel show - World Travel Mart in London. Among these include:

 

  • Travellers choosing a holiday destination based on the environment and sustainability.
  • By 2018, mobile will be the number one method for travel bookings given internet usage is already nearing 75%.
  • Physital is the new buzzword for agents. Wholesalers are likely to provide agents with branded virtual reality headsets to assist them in selling their product. 
  • Within 5 years, Facebook will be 100% video content. Unless your business is producing immersive video or 360-degree video, you will be left behind. 
  • Not far behind are Chatbots, using artificial intelligence and machine learning to interact via an app with potential customers in a human like way without any direct human involvement. 
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Aussies opt for predictable to the priceless 

Aussies opt for predictable to the priceless  | The Insight Files | Scoop.it

New consumer research from lastminute.com.au found that Australians aren't being spontaneous because 52% said work gets in the way and 62% love routines, with women (58%) being the main offenders. Nearly three-quarters of the nation would be more inclined to take a spontaneous trip as long as it is a domestic one. The silly season is also filled with more festive fear than cheer for Australians, with 51% saying they would prefer to escape big yearly events such as the office Christmas party. 

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International Tourism Snapshot: September 2016

International Tourism Snapshot: September 2016 | The Insight Files | Scoop.it

Tourism Australia has collated its International Tourism Snapshot, for the year ending September 2016. International arrivals and spending are both at record levels. Australia welcomed 8.1 million international visitors as at year ending September 2016. These visitors injected $38.8 billion into the Australian economy. Total international aviation capacity to Australia grew by 9%. Click here to download the snapshot.

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