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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Powerful ways to captivate travellers through storytelling

Powerful ways to captivate travellers through storytelling | The Insight Files | Scoop.it

A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. MMGY found that 37% of people make a travel decision based off of images. Here are a few ways destination marketing organisations (DMOs) can share their story:

 

  1. Identify the iconic - a destination must find its unique identity and then create content that tells the story of its individuality. A destination's brand identity often features overarching themes relevant to the area such as good, culture, heritage or outdoor adventure.
  2. Consider point of view - since travel is inherently personal, incorporating a first-person point of view can help potential travellers imagine themselves in the destination and visualise what they would experience on their trip.
  3. Add interactivity - interactive elements can engage potential travellers in a destination's story. Through interactivity, users can participate in an online experience, making the virtual experience even more personalised and real.

 

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Tips for optimising digital media

Tips for optimising digital media | The Insight Files | Scoop.it

With travel digital marketing spanning multiple channels, platforms, technologies, pricing models, and more, it’s always a best practice to ensure your organisation is optimising these channels to meet and exceed marketing goals. A challenge amongst advertisers is that with all of these channels and platforms, the influx of data and reporting can be overwhelming. Additionally, it can be difficult to identify the specific actionable insight from that data. When thinking about the efforts involved in launching a campaign, it can be easy to overlook that the real work begins once the campaign has launched. This article outlines five simple optimisations to enhance campaign performance under the categories of placement, design, copy/CTA, CTR vs. CPA, and targeting. Find out more.

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Digital travel marketing: best practices

Digital travel marketing: best practices | The Insight Files | Scoop.it

In today's vast and increasingly complex digital marketing landscape, travel brands now have more ways than ever to target, reach and engage niche audiences. This is largely due to the abundance of data and the variety of strategies, channels and tactics available in the digital space. With so many options also comes the challenge for marketers of identifying and executing best practices in the digital market space, rather than merely trying to keep pace with industry trends. The steepest of these challenges is the rapidly evolving nature of digital travel marketing’s many platforms and channels, and how brands can best understand and synthesise the infinite amount of information they provide about their desired audiences and how best to engage them. This article outlines how to build a digital marketing platform on pillars of best practices - proven approaches, strategies and tactics to master some of the most critical areas in the space: native, video, social, mobile and email.

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Vagabond Lifestyles's curator insight, March 20, 8:35 AM
... and Tribal marketing biz model
 
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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 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.

 

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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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Glass-half-full approach to iconic Australian destinations

Glass-half-full approach to iconic Australian destinations | The Insight Files | Scoop.it

Australia is home to some of the world's most incredible natural attractions, but why just drink in the views when you can pair your sightseeing experience with a glass of wine? The glass-half-full approach to iconic Australian destinations has become an emerging theme among social media photographers. Australian food and wine have become a major drawcard for international visitors and is a key focus of Tourism Australia's Restaurant Australia campaign. "People who haven't visited don't rate Australia highly as a true culinary destination. However, once they've been here and sampled our amazing food and wines, we shoot up the rankings to sit near the top," says Tourism Australia's Head of Social Media. Next month, Australia is hosting the World's 50 Best Restaurants awards in Melbourne. Find out more.

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The surprising truth of millennial marketing 

The surprising truth of millennial marketing  | The Insight Files | Scoop.it

Yahoo7 has rewritten the rules on marketing to millennials, revealing many of their digital habits are very similar to Generation X and Baby Boomers. In a new report drawing from a range of studies, data and proprietary Yahoo7 research, it showcased seven key themes in which the 18-34 year old generation was more similar than different in their use and engagement with digital media. Among the themes:

 

  1. Digital daily habits.
  2. Social media.
  3. Mobile.
  4. Brand reach.
  5. Video.
  6. Emotional reaction to creative.
  7. Effectiveness of advertising. 

 

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Vagabond Lifestyles's curator insight, March 9, 8:43 AM
The habits maybe the same but the time and mediums show a huge difference
 
Ariane Benard Mechler's curator insight, March 11, 10:52 AM

Pas si différents que cela les Millennials?

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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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The role of emotion in travel purchasing decisions

The role of emotion in travel purchasing decisions | The Insight Files | Scoop.it

Travelling is inherently emotional. But how does emotion influence a purchasing decision, and how can travel companies factor this in to the buying process? The best way to analyse the emotional journey is by using a common emotional instrument such as Plutchik's Wheel of Emotions or the Geneva Wheel. Mapping out key emotions to funnel stages will allow you an insight into the traveller emotional journey. For each stage, there can be a unique emotion attached, which can segue into the next stage. Understanding the unique relations between these will help you in establishing better conversion strategies. Knowing the emotional journey of the client will not only help to optimise targeted customer communication but also tell you where persuasion can most effectively be applied. Find out more.

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Amanda Loh Jia Min's curator insight, March 14, 12:56 AM
Topic 2 : Challenges facing the hotel and resort industry 

Summary : The article talks about the emotional influence of travellers on their travel purchases. 

Discussion : I agree with the author that emotions do influence travellers' purchasing decision as tapping into specific emotions of travellers can help generate travel suppliers' desired outcomes. For example, a way to stimulate a deeper connection with a customer can be through the reward mechanism (Tnooz, 2017). When travellers make a purchase, it feels less taxing when it is equated with small bonuses or discounts like ancillaries or free travel guides. 

References : 

Tnooz. (2017). But how do you feel? The role of emotion in travel purchasing decisions Retrieved from https://www.tnooz.com/article/but-how-do-you-feel-the-role-of-emotion-in-travel-purchasing-decisions/
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Best travel sites and apps of 2017

Best travel sites and apps of 2017 | The Insight Files | Scoop.it

This Huffington Post article outlines twelve of the best travel sites of 2017, popular with travel bloggers and backpackers alike. These apps take care of every part of the travel process, from finding the cheapest flight to planning day-to-day activities. Among the examples include:

 

  • Sygic Travel - lays out attractions by city on a map. Click on each one for a description and a list of tours which can be booked on the spot.
  • Utrip - this site creates a day-by-day itinerary tailored to your interests, factoring in desired destination, budget and factors such as dining, history, shopping and saving money.
  • Roadtrippers - includes an interactive map of restaurants, attractions, hotels, natural wonders and 'weird stuff' along your road trip route.
  • TripIt - keeps details for your flights, hotels, car rentals, restaurant reservations and other travel plans in one clean, convenient place so they can be accessed with ease.
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Vagabond Lifestyles's curator insight, March 3, 8:23 AM
Awesome tools to plan your next trip around town or around the globe.
 
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Generation Z wants to interact with digital ads

Generation Z wants to interact with digital ads | The Insight Files | Scoop.it

Kantar Millward Brown has released what it claims to be the first global research into how Generation Z - people aged between 16 and 19 - respond to advertising. The AdReaction study also compares and contrasts this group with Generations X and Y. While the study does not talk about specific verticals, it offers some insight for travel firms who are targeting this group or who want to start getting their brand into the orbit of these potential travellers. The topline takeaway is that Gen Z, despite being 'born with a mobile phone in their hand' are quire responsive to 'traditional advertising' - in fact, the study says that Gen Z are generally more open to outdoor and TV ads even though they spend more time online. Find out more.

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Four new trends impacting upon APAC hoteliers

Four new trends impacting upon APAC hoteliers | The Insight Files | Scoop.it

Sabre has released another megatrends report, this time looking at what hotels can learn from consumer behaviour in the Asia-Pacific. It commissioned TrendWatching, a global consumer insights business to carry out the research. The report explains the trends reshaping the region and why hoteliers must adjust to a new reality. The trends include:

 

  1. Ubitech - the ever-greater pervasiveness of technology.
  2. Local love - the importance of local context.
  3. Betterment - the universal quest for self-improvement.
  4. Infolust - the need for relevant and actionable insights.  

 

Click here to download the report.

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International Tourism Snapshot - December 2016

International Tourism Snapshot - December 2016 | The Insight Files | Scoop.it

Tourism Australia has published an updated international tourism snapshot for year ending December 2016. International arrivals and spending are both at record levels, with Australia welcoming 8.3 million international visitors as at year ending December 2016. These visitors injected $39.1 billion into the Australian economy. Total international aviation capacity to Australia grew by 10 per cent. Click here to download the snapshot.

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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.

 

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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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How technology is affecting the way we travel

How technology is affecting the way we travel | The Insight Files | Scoop.it

New technologies have transformed the tourism and travel industry, affecting and changing every aspect of a trip, from how consumers choose a destination, to how they got there, and how they interact with their surroundings. Immersive video and virtual and augmented reality are making travel more enticing, and uncommon destinations more approachable.

 

  • Through VR experiences, destinations, hotels, airlines and other players in the hospitality space can entice travellers by letting them explore and deeply understand what they may experience.
  • Augmented travel has the potential to create increased exploration on a micro level.
  • Translation technology is creating new lines of communication and eliminating language barriers.
  • The ubiquity of sharing economy platforms is fuelling travellers' confidence and allowing them to be more exploratory.

 

Machine learning, VR, AR and the sharing economy are transforming the ways people move about their neighbourhoods, expanding the destinations that travellers seek to visit and enhancing the level at which they engage with their surroundings. Find out more.

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Ralph Delius's curator insight, March 24, 1:36 PM
Technology affects everything else so it makes sense that it affects the way we travel.
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89% of Aussies prefer world tours to weddings

89% of Aussies prefer world tours to weddings | The Insight Files | Scoop.it

Comparetravelinsurance.com.au recently conducted a survey which revealed that nine in 10 Australians would prefer spending the mountains of cash required for a wedding on a dream getaway instead. Out of those who would splurge on a wedding ceremony, 56% were male versus 44% female. On top of this recent study, other research has shown that holidays, as opposed to material goods, are much more likely to boost a person's happiness. A survey conducted by Booking.com found that a holiday can even trump the joy we experience from major events like job offers, engagements, weddings and even the birth of a child. Find out more.

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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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Over half of all travel-related searches are for hotels

Over half of all travel-related searches are for hotels | The Insight Files | Scoop.it

Travellers are mostly looking for information and inspiration about hotels and destinations, rather than air tickets, when using search engines such as Google. Research from guest feedback platform TrustYou found that 57% of consumers search for hotels, 49% are looking for a destination, and almost a third are searching for a combination of both. But the power of a brand is less strong than what hotels are hoping for, with just 20% of consumers saying they are likely to click on a hotel's website link when it appears in a hotel listing on Google. The survey results for US consumers showed that hotels remain the primary accommodation type for users of search engines, at least initially. 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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Effectively reach online travel shoppers in the UK

Effectively reach online travel shoppers in the UK | The Insight Files | Scoop.it

Like digital consumers everywhere, British travellers are flooded with content as they navigate the web to research, plan and book travel. When organising a trip, they turn to numerous sources to decide where to go, how to get there and what activities to pursue. Furthermore, like an increasing number of travellers across the globe, most travellers use multiple devices throughout the purchase process. The booking journey for online travel shoppers in the UK is complex. For travel marketers, understanding it can inform how, when and where to most effectively connect with British digital consumers. Download this free Expedia whitepaper to understand the complex British traveller booking path and how to effectively reach online travel shoppers in the UK. 

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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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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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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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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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