The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Machu Picchu tops TripAdvisor's landmark list

Machu Picchu tops TripAdvisor's landmark list | The Insight Files | Scoop.it

TripAdvisor has listed the planet’s top spots based on the millions of reviews and opinions collected in a single year from travellers around the globe and Peru’s ancient citadel of Machu Picchu tops the Top 25 Landmarks World List. Machu Picchu has claimed the Travellers’ Choice 2016 Award, with the citadel being voted number one for Top Landmarks worldwide. Other landmarks making the cut include India's Taj Mahal, Italy's St. Peter's Basilica and Cambodia's Angkor Wat. Click here to view the full list of TripAdvisor's Travellers' Choice Awards.

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Top countries for adventure tourism development

Top countries for adventure tourism development | The Insight Files | Scoop.it

The 2016 Adventure Tourism Development Index report was recently released and provides policymakers and tourism planners with a unique look at the adventure tourism opportunity. The ATDI's scorecard is the only country-level ranking for adventure tourism that incorporates the data from non-subjective sources. In this article, the top country or countries are examined for each of the following categories:

 

  1. Government policy that supports sustainable development.
  2. Safety and security.
  3. Health.
  4. Natural resources.
  5. Cultural resources.
  6. Adventure activity resources.
  7. Entrepreneurship.
  8. Humanitarian.
  9. Tourism infrastructure.
  10. Brand.
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Improve the visuals on your hotel website to increase bookings

Improve the visuals on your hotel website to increase bookings | The Insight Files | Scoop.it

High quality hotel visuals increase bookings - optimising your property's images in all places that prospects might 'see' your property (brand website, third party distribution channels and even search engines) may increase your chances of converting lookers to bookers. To keep it simple, this article outlines a few simple things that you should do to improve the quality of your visuals:

 

  1. Make your photos bigger.
  2. Add more photos.
  3. Categorise and tag your images.
  4. Include descriptive information.

 

Following these tips will improve your content score from OTAs and increase both your direct and third party booking conversion. Find out more.

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Sydney beats Melbourne in safest cities index, but who beat all?

Sydney beats Melbourne in safest cities index, but who beat all? | The Insight Files | Scoop.it

A recent report from The Economist's Intelligence Unit has ranked the top fifty cities across the globe in terms of safety, putting the next summer Olympic host city of Tokyo in first place. Singapore was a close second, and Japan's Osaka took out third place, giving us an all Asian top three. While Melbourne may come out on top when it comes to liveability, Sydney has beat it in the safety stakes, coming in behind Stockholm and Amsterdam as number six to Melbourne's nine. New York was the only US city to make the top ten and Jakarta was left to come last in the top 50 rankings. Click here to view the full list.

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Amadeus introduces the Chinese traveller 2.0

Amadeus introduces the Chinese traveller 2.0 | The Insight Files | Scoop.it

Amadeus says that old assumptions about what Chinese travellers want from their travel experience need to be reconsidered. Bolder, more empowered and increasingly independent, gone are the days where the only Chinese travellers you see were group tours. Chinese travellers are complex and diverse, although group tours remain important. Today we're seeing a shift from observation to participation - a growing desire to seek once-in-a-lifetime experiences and immersion in local culture rather than just ticking off must-see landmarks off a list. Also on the rise is a rejection of brands attempting to silo them into demographic groups of age and income. Find out more.

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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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Tourism Australia's 2016 Consumer Demand Fact Sheets

Tourism Australia's 2016 Consumer Demand Fact Sheets | The Insight Files | Scoop.it

In November 2012, Tourism Australia released the first tranche of a major international tourism research project into how global consumers view Australia, and what most motivates them to visit our country. Over the last five years, Tourism Australia has spoken to over 90,000 international long-haul travellers via online consumer research panels. In 2016, the following markets were integrated into the program: Brazil, Canada, France, Hong Kong, Italy and Taiwan. Insights from the Consumer Demand Project have been used extensively to inform the tourism industry of potential opportunities to build the value of Australian tourism.

The fact sheets have been updated with the latest consumer insights data from 2016 for Australia’s key tourism markets. Click here to download.

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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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The social media posts working wonders for Australian tourism

The social media posts working wonders for Australian tourism | The Insight Files | Scoop.it

The social media posts from the Australian Reptile Park and Symbio Wildlife Park were judged by Tourism Australia and Qantas to be the best promotion for Australia in the past year. Judges looked for posts that best promoted Australia as a 'memorable and desirable destination' with entries ranging from a bare-chested Chris Hemsworth at Qualia on Hamilton Island to the Australian War Memorial's Roll of Honour in Canberra. Tourism Australia Chief Marketing Officer Lisa Ronson said the outstanding quality of entries demonstrated how enthusiastically and effectively Australia was embracing social media as a tourism marketing tool. 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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U.S. adults' interests in studying abroad and gap years

U.S. adults' interests in studying abroad and gap years | The Insight Files | Scoop.it

Getting more college students to travel is no doubt included in many travel brands' millennial marketing strategies and that's for good reason - global student travel is worth more than $200 billion. A study from hostel booking site Hostelworld show there's interest in taking extended time off - some 50% of respondents who were under the age of 30 said they hadn't taken a gap year but would consider doing so at some point before or after college. Hostelworld's study, which was fielded to 1000 US adults aged 18 and older online in September 2016, found nearly 26% of respondents have taken a gap year while about 74% said they haven't. Respondents included both college students, unemployed adults and full-time and part-time employed adults. 

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Virtual Reality is the next frontier - don't leave your consumers behind

Virtual Reality is the next frontier - don't leave your consumers behind | The Insight Files | Scoop.it

Virtual reality is being heralded as the next frontier in advertising, marketing and storytelling. Global search interest in VR grew nearly 4 times over the last year alone, according to Google data. However, there are still many consumers who are yet to try the technology. This article outlines for ways to ease consumers into VR experiences, along with recommendations for marketers looking to do the same:

 

  1. Experience with multiple entry points.
  2. Guide people through the experience.
  3. Crate simple mobile experiences.
  4. Don't forget about desktop.

 

The best campaigns invite people in with simple, compelling and engaging experiences that are easy to access and enjoy on multiple platforms.

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Qantas immerses travellers in Australian destinations with new virtual reality app 

Qantas immerses travellers in Australian destinations with new virtual reality app  | The Insight Files | Scoop.it

Qantas has launched a new virtual reality app, Qantas VR, giving customers an interactive way to discover and explore destinations before physically travelling there. Travellers who are curious about travelling to Australia can now experience a series of immersive 360 degree videos shot at places like Uluru, Hamilton Island and Sydney Harbour. A unique 'book now' button takes the user straight to the appropriate flight booking details page as the primary call to action. The application is designed to work for all smartphone users with a built-in VR mode for switching between 2D and a 3D mode for VR headsets. 

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Nefetrip's curator insight, December 31, 2016 11:56 PM
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Whitsundays voted number one destination in Australia

Whitsundays voted number one destination in Australia | The Insight Files | Scoop.it

The Whitsundays have been voted the number one destination in Australia. In a poll conducted by Experience Oz - the premier website for travel experiences in Australia, the Whitsundays romped home as the top destination. In addition to the Whitsundays being the top experience, Whitsunday Island was also voted the number one island to experience in the islands category of the Australia's Top 10 Destinations to Experience 2016 poll. More than 10,000 people voted in the poll, with voters compiled of both international travellers (19%) and domestic visitors (81%). Find out more.

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Airbnb demand increasingly hitting hotels, not online travel agencies

Airbnb demand increasingly hitting hotels, not online travel agencies | The Insight Files | Scoop.it

The use of Airbnb is growing faster than industry commentators predicted, with hotels the main losers in the new accommodation war. A large survey and follow-up analysis by global financial services giant Morgan Stanley says that Airbnb penetration of the accommodation sector is hitting somewhere in the region of 18-19%, up from 12% last year. This marked increase in the space of just 12 months is being felt in both leisure and corporate travel, with nearly a fifth of both types having been hosted by an Airbnb member. Although growth is forecast to slow slightly over the course of the next year, penetration is likely to be at around 23-25%. Driving this still-rapid increase in usage is a combination of high traveller awareness (75% of consumers) and even higher user satisfaction rates (93%). 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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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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Speed, agility and openness: the new rules of product innovation

Speed, agility and openness: the new rules of product innovation | The Insight Files | Scoop.it

There's no excuses for marketers who uncover a high potential opportunity only to see a competitor exploit it first, says Nikki Davey on product innovation. The marketplace is rapidly evolving, channel choices are being disrupted and categories continue to fragment, providing consumers with more and more choices and making it harder than ever to compete. We're currently on the eve of the fourth industrial revolution, where digital touch points reign supreme - social media and digital are changing the way consumers learn and the ways they are influenced to try new things and adopt new behaviours. Now brands are expected to innovate faster than ever to keep pace with the rapidly evolving marketplace. This article outlines a few strategies on how to do so.

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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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Where did Australia place on Asia-Pacific’s most connected airport?

Where did Australia place on Asia-Pacific’s most connected airport? | The Insight Files | Scoop.it

Indonesia's capital, Jakarta International Airport has been voted as the Asia Pacific's most connected airport, following the release of the OAG Megahub Index. The airport was joined in the top 50 list by 16 other contenders from the Asia-Pacific region. The top ten Asia Megahub airports were:

 

  1. CGK, Indonesia.
  2. HND, Japan.
  3. SYD, Australia.
  4. DEL, India.
  5. SIN, Singapore.
  6. BOM, India.
  7. HKG, Hong Kong.
  8. MEL, Australia.
  9. KUL, Malaysia.
  10. PEK, China. 
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Travel makes us as happy as getting married

Travel makes us as happy as getting married | The Insight Files | Scoop.it

According to a global study commissioned by Booking.com, more people look to holidays when they're in need of a happiness boost than anything else. Polling 17,000 people from 17 countries, the study found that 70 per cent of respondents were happier travelling than obtaining material things, 50 per cent were happier hitting the road than landing a new job, 49 per cent derived more happiness from holidays than their own weddings and 45 per cent were happier travelling than getting engaged. Three in ten respondents even said travelling made them happier than having a baby. The study also revealed the emotional life hit at each stage during the travel process, from planning through to being away. 

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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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State of the travel tech nation - in the year 2040

State of the travel tech nation - in the year 2040 | The Insight Files | Scoop.it

We live in a fascinating - if uncertain - period for travel tech, as intermediaries, suppliers and, indeed, consumers evolve at an unstoppable rate. As the number of people travelling is expected to double in the next 25 years, the role and function of travel technology will be influenced whether those that use it like it or not. This article highlights other elements which are likely to change, including:

 

  • Customers will split into two - those who value low-cost holidays above all else and those who require bespoke, tailor-made experiences.
  • There will be a decline in dynamic packaging - OTAs and dynamic packaging tour operators will need to add considerable value to what they off if they are going to survive.
  • The demise of the GDS - many airlines and suppliers are now offering direct access to their stock via an API.
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The best days and times to post on five major social networks

The best days and times to post on five major social networks | The Insight Files | Scoop.it

The most effective days and times for brands to post on social media vary significantly by network, according to recent data from TrackMaven. Its report was based on an analysis of 17.5 million social media posts made by 17,737 brands on Twitter, Facebook, LinkedIn, Instagram and Pinterest. Brand posts made to Instagram garner the most engagement at 7pm EST on average, and on Fridays. In contrast, brand LinkedIn posts perform best at 9am EST and on Wesdnesdays; while brands' Twitter and Facebook posts both garner the most engagement on Thursdays. The best days and times to post to social media also varies significantly by industry. Find out more.

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Soriya Jamet's curator insight, January 4, 8:05 AM
Quand poster sur les réseaux sociaux pour toucher un maximum de public? Quelques réponses dans cet article en anglais.
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The world's best airlines for 2017 are...

The world's best airlines for 2017 are... | The Insight Files | Scoop.it

Airlineratings.com has announced its top ten airlines for 2017, with Air New Zealand taking out the top gong for the fourth consecutive year, followed by Qantas and Singapore Airlines. In order to be named in the top ten, airlines must have a seven-star safety and product rating and demonstrate leadership in innovation for passenger comfort. The annual ranking is fantastic news for Australian airlines, with both Qantas and Virgin Australia moving up two spots compared to last year; Qantas from 4th to 2nd and Virgin Australia from 7th to 5th. 

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