The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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How do emotions impact holiday planning?

How do emotions impact holiday planning? | The Insight Files | Scoop.it

Five Australian families were studied while holidaying in Singapore wearing EEG headsets that measured their emotional responses. The headsets captured the brain's electrical activity to measure emotional responses of 'fun', 'happiness', 'stress', 'interest', 'excitement' and 'relaxation.' There were five key findings from the study, including:

 

  1. Family members were happiest in places that were unique to the destination.
  2. Food is a holiday highlight and experience in itself.
  3. The best things in life are free - families measured high positive readings in activities that didn't cost anything.
  4. Parents may be surprised to know there is no need to avoid galleries and education-based experiences, children enjoy them.

 

The perfect family holiday had two key components:

  • Families should immerse themselves in the destination's culture, whether that be exploring the cultural precincts or trying the local cuisine.
  • Families should visit iconic style activities which produce intense happiness and satisfaction.
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Engaging travel audiences through 360-degree video

Engaging travel audiences through 360-degree video | The Insight Files | Scoop.it

This article outlines three key reasons why 360-degree video content should be central to your company's marketing strategy. These include:

 

  • A Google study recently ran two variations of the same ad - a traditional ad versus a 360-degree video - and the 360 version triumphed with 41% more earned actions, in terms of subscribes, shares and views.
  • 82% of consumer internet traffic will be video by the end of the decade, according to Cisco's Visual Networking Index.
  • Facebook's vice president for the EMEA region predicts that the platform will likely be all video within the next four years.

 

360-degree video has the ability to be heard above the noise, but there needs to be emphasis on producing quality output that promises to engage audiences. Find out more.

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First-time travel the biggest memory burner

First-time travel the biggest memory burner | The Insight Files | Scoop.it

Most people remember their first major travel experiences, be they local or abroad. But the results of a recent study show just how much of a memory burner our introduction to travel can be. According to the survey, which was commissioned by Booking.com, nearly two in three (63 per cent) people remember their first travel experience better than their first date, while an even greater number (both 67 per cent) recall it more than making a new friend or their first day of school. The research also reveals just how much people look forward to their initial trip, with first-time travel deemed more exciting than the first day of school, a first date or a first job. Booking.com also found Australia to be the number one planned international destination for single travellers. Find out more.

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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..."
Ralph Delius's curator insight, March 24, 1:34 PM
Here are some of the top travel trends for 2017.
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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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2017 Indian travel trends by Skyscanner

2017 Indian travel trends by Skyscanner | The Insight Files | Scoop.it

The global travel search engine Skyscanner has crunched some serious travel data and come up with a list of the top travel destinations for 2017 for Indian travellers. The Skyscanner Travel Trend Report predicts that Singapore (among countries) and Bali (among cities) will be the most visited destinations in the new year. In preparing the list, the company analysed 3 years of travel data of Indian outbound tourists, dating back to 2013. Examining search habits and changes in destination preferences over the years, five countries and five cities have seen the most consistent growth in international searches. Among the international countries are Singapore, Australia, Malaysia, Maldives and South Africa. Find out more.

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Jorge Amado's curator insight, April 24, 10:21 AM
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Travel websites most popular in January

Travel websites most popular in January | The Insight Files | Scoop.it

Australians had travel on the brain over the January holiday break, with a huge increase in visitors to online travel websites, according to Nielsen's digital ratings for the month. More Australians visited cruise line websites - 20 per cent more in fact - than any other travel category throughout January 2017. Princess Cruises led the cruising category of websites, reaching almost 600,000 readers, followed by Royal Caribbean Cruises and P&O Cruises. OTAs of Booking.com and Trivago took the leading spots, pipping Airbnb at the post, although the room sharing platform still managed to grow by 26 percent in audience ratings. In airlines, Qantas was the most popular website to visit, with four million readers in January followed by its LCC airline Jetstar. Find out more.

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How travelling makes you a better person

How travelling makes you a better person | The Insight Files | Scoop.it

There's plenty of scientific research that proves that travelling can make us happier. However, not only is travelling fun and full of adventure and laughs, but it can also change the world and make us all better people. Here are five specific ways that travelling can change you for the better:

 

  1. You understand what it feels like to be an outsider.
  2. You're more compassionate.
  3. It gives you more time to think.
  4. It teaches you not to sweat the small stuff.
  5. You'll shed layers of ignorance you never knew you had.

 

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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. 

 

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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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