The Insight Files
74.1K views | +13 today
Follow
 
Scooped by Tourism Australia
onto The Insight Files
Scoop.it!

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.

more...
No comment yet.
The Insight Files
Consumer trends and news curated by Tourism Australia
Your new post is loading...
Your new post is loading...
Scooped by Tourism Australia
Scoop.it!

Virtual reality extends reach into the travel marketing mainstream

Virtual reality extends reach into the travel marketing mainstream | The Insight Files | Scoop.it

Marketers are beginning to take advantage of virtual reality (VR) and travel is one of the most exciting industry use cases. The technology's immersive and interactive abilities are a perfect fit with the travel industry's reliance on selling experiences through storytelling and visual narratives. VR can enable marketing teams to demonstrate services, show off new features and reward customers with exciting experiences. VR is a huge opportunity for marketers because it's so open to differentiation, and it's scalable. For example, there are reportedly more than 1 million Google Cardboard devices in circulation. Before long, it will be commonplace for travel brands to use in-home VR brochures to help customers plan trips. Find out more, including how travel companies are already leveraging VR technology.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

What Australian hotel travellers want

What Australian hotel travellers want | The Insight Files | Scoop.it

In a new study commissioned by HotelsCombined and conducted by an independent research agency, over 1,000 Australian adults have revealed what floats their boat when it comes to checking into hotels, from spas and babysitting to a freshly pressed shirt. Interestingly, despite spa treatments seeming like one of the most desirable services within hotels, 50 per cent of Australians don't use them. More than one-third of Australian travellers don't use a hotel's concierge or room service. Instead, the survey showed that Australians are seeking services that enable them to remain on the go and keep them connected. This statistic makes sense with 47 per cent of Australians taking shorter and more frequent holidays. The most popular hotel services among survey respondents was hotel Wi-Fi (83 per cent), 24-hour receptions (83 per cent) and housekeeping services (80 per cent). Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Quick facts on U.S. online travel

Quick facts on U.S. online travel | The Insight Files | Scoop.it

The U.S. travel sector is fighting an uphill battle against geopolitical events, Brexit's effects on the stock market and the U.S. presidential election. However, American travellers' desire to explore and get away remains unabated, with growth in the 4-5 per cent range projected through 2020, bringing the total travel market to US$403.3 billion that year. Download this Phocuswright infographic to learn six quick facts about what you need to know about the U.S. travel market.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Built heritage and the visitor economy

Built heritage and the visitor economy | The Insight Files | Scoop.it

Visiting sites of historical importance - or better yet, getting to spend the night in them in some cases - can play a key role in the choice of travel destination. These sites are a critical part of the visitor economy, attracting visitors, creating reasons to stay longer and adding depth to the visitor experience. Visitors to cultural and heritage sites are a high yielding segment as they are known to spend more and stay longer than the average traveller. In the year ending December 2015, over 2 million international visitors visited an historic/heritage building, site or monument, representing 33.3 per cent of all visitors to Australia. Trips which include heritage tourism elements enable visitors to incorporate authentic, cultural experiences into their itineraries, likely to improve the overall visitor economy. Download the report.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

The most Googled travel questions of 2016

The most Googled travel questions of 2016 | The Insight Files | Scoop.it

Australians are pretty decent when it comes to geography, especially when compared to Americans. But according to Google, we still have much to learn. This article outlines the five most common 'where is..?' queries put to Google last year.

 

  1. Where is Brussels?
  2. Where is Bora Bora?
  3. Where is Rio?
  4. Where is Malta?
  5. Where is Perth? During 2016, Perth was one of the most popular search terms to be put to Google by Australians!

 

Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

How Australians plan their travel

How Australians plan their travel | The Insight Files | Scoop.it

When Australians travel, they turn to mobile for inspiration, planning, and for trip must-dos. All along the way there are opportunities for tour operators and travel businesses of all kinds to meet consumers in intent-rich moments. For 60 per cent of consumers, travel is the largest discretionary purchase made in the year. Consumers want to make the most of every trip and that means they research, plan and do more research - often in brief moments throughout the day on their smartphones. In Australia, 38 per cent of travel site visits now come from mobile. To better understand what travellers look for and expect in these moments, Google conducted qualitative and quantitative research studies, exploring the role of mobile among Australian consumers when planning travel. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Social is more than likes, it is about dimensions

Social is more than likes, it is about dimensions | The Insight Files | Scoop.it

Growth strategy specialist agency Vivaldi has analysed the performance of 11 airlines in terms of their "social currency". This is a phrase the company introduced in 2010 in an attempt to quantify how effectively brands fit into how consumers manage their social lives in today's digital and mobile age. The theory behind social currency is different from other social indexes which tend to take a quantitative approach. Instead, Vivaldi's social currency score looks at seven different types of interaction or dimensions to come up with a single score. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Wellness tourism means secondary activities for most global travellers

Wellness tourism means secondary activities for most global travellers | The Insight Files | Scoop.it

Wellness tourism is about as wide-ranging as the travel industry itself and there’s a vast spectrum of the types of trips that travellers take to improve their well-being. As more airports add spas and hotels create or acquire brands designed to help travellers maintain healthy lifestyles, most global travellers aren’t taking trips specifically for wellness purposes. This is according to research from the Global Wellness Institute, an organisation that educates the public and private sectors about preventative health and wellness. Only seven per cent of all global leisure trips in 2015 were wellness related, Global Wellness Institute found, and of that, about 89 per cent of trips were for secondary wellness experiences and 11 per cent were primary wellness trips. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.)

 

Find out more.

more...
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..."
Scooped by Tourism Australia
Scoop.it!

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.

 

Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Tourism boards admit large effort needed for relevancy in digital world

Tourism boards admit large effort needed for relevancy in digital world | The Insight Files | Scoop.it

The role and operations of tourism boards have changed massively in recent years as they continue to figure out their position in the travel foodchain. In a recent poll and analysis of 61 tourism boards around the world by Trekksoft, nearly three-quarters claim it takes "a lot of effort to stay digitally relevant" in the industry. This is despite, according to the research, more than half of their budgets being spent on digital activities. Just 9 per cent claim to have a "cutting-edge digital strategy," with 9 per cent admitting to being behind the rest of the industry and 55 per cent stating that they "try their best." Experiences are considered by over half as a vital component of a digital strategy. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Are your customers millennials or just highly evolved?

Are your customers millennials or just highly evolved? | The Insight Files | Scoop.it

In this Marketing mag article, Anjali Lai explores the nuanced picture of consumers beyond traditional demographic categories such as generation. The first step on a company's path to thriving in this environment is understanding customers accurately - specifically, identifying how consumer expectations are changing and how quickly. Forrester has analysed its years of consumer data and found that, globally, consumers are evolving in five important ways:

 

  1. Willingness to experiment.
  2. Self-efficacy.
  3. Digital/physical integration.
  4. Information savviness.
  5. Device usage.

 

These five key shifts explain changing consumption trends and lead to a sense of customer empowerment: consumers are willing to experiment, reliant on technology, inclined to integrate digital and physical experiences, able to handle large volumes of information and determined to create the best experiences for themselves. Find out more.

more...
Vagabond Lifestyles's curator insight, April 18, 9:38 AM
So what is the trend?
 
Scooped by Tourism Australia
Scoop.it!

Australia rated #1 for solo travel

Australia rated #1 for solo travel | The Insight Files | Scoop.it

According to new research conducted by Booking.com, one in four Australians are planning to jet off on their own for the first time in 2017. Australians are also obsessed with travel and apparently 63 per cent of us remember our first time travelling more fondly and clearly than our first date. The research from Booking.com found that Australians find the USA, UK, Thailand and Argentina the most alluring destinations, while taking in the local culture and trying local foods were rated the favourite parts of travelling to a new place. Australia was also listed as the number one international destination for solo travel, with Sydney landing in the top ten places for first-time travel. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

What we desire most in travel companions

What we desire most in travel companions | The Insight Files | Scoop.it

A spontaneous traveller may sound more exciting, especially to an easygoing Aussie, but a new study has revealed the sensible traveller to be the most desirable travel partner among Australians. Conducted by comparetravelinsurance.com.au, the survey found that the qualities we value most in travel companions are organisational skills (picked by 45% of respondents), calmness in the face of peril (16%) and budgeting skills (14%), A talent for social media was deemed the least important quality. Even among Gen-Y travellers, sensibility trumped spontaneity, with those aged 18-24 rating 'being organised' as the most important trait in a travel mate. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Euromonitor: Global economies and consumers in 2017

Euromonitor: Global economies and consumers in 2017 | The Insight Files | Scoop.it

In this report, Euromonitor experts analyse the most important trends that will shape the world in 2017. Increasingly, the global economy is entering an increased period of political volatility, particularly in advanced economies. Euromonitor explores the economic landscape in 2017, taking in top trends within business dynamics, cities, economy, finance and trade, industrial, natural resources, digital consumer, households, income and expenditure and population. The report discusses diverse themes such as: the risk of increasing trade barriers, increased importance of the circular economy and  the rise of multi-tasking appliances. Click here to download the report.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

 

Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Web hotel reviews overwhelmingly from those sharing the love

Web hotel reviews overwhelmingly from those sharing the love | The Insight Files | Scoop.it

Nearly four out of five of all hotel reviews are from guests that have had a satisfactory experience, data from 70 million reviews has shown. The Global Hotel Reputation Benchmark Report from Revinate, analysing items of feedback over the last two years from review sites around the world, found that four and five-star reviews made up 79.6% of the total volume. Just 8.2% of all reviews came within the one or two star range. Revinate calculates that there is a general increase in the number of reviews to mid-range properties, with increases of 12%, 13.5% and 14.5% respectively in 2016 compared to the previous year. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Travel by Australians: National Visitor Survey, December 2016

Travel by Australians: National Visitor Survey, December 2016 | The Insight Files | Scoop.it

Tourism Research Australia has released the December 2016 results of the National Visitor Survey. Among the key findings:

 

  • The number of Australians taking an overnight trip for a holiday increased 6 per cent to 37.1 million trips and day trips for holiday were up 11 per cent to 92.8 million.
  • Domestic overnight trip spend increased 5 per cent on the previous year to a record high of $61 billion, an increase of $3.1 billion. Domestic overnight trips for holiday raked in a record $30.7 billion during the year.
  • Total overnight spend in Australia reached the $100 billion mark for the first time in the year ending December 2016, with combined international spend of $39.1 billion and domestic overnight spend of $61 billion.

 

Click here to download the summary report.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

Before you take the trip: how about a virtual ‘test drive’?

Before you take the trip: how about a virtual ‘test drive’? | The Insight Files | Scoop.it

Promotions featuring 360-degree videos have become an increasingly popular way for travel companies and tourism boards to entice clients. "With social media and distribution channels so fragmented, we have to appeal to the senses of consumers. Virtual reality allows consumers to interact with us in a way they never have before," said Tourism Authority of Thailand's Head of the Eastern United States. In January 2016, Tourism Australia introduced a series of 360-degree films depicting aquatic and coastal travel experiences including snorkelling in the Great Barrier Reef and watching the sun set over Sydney Harbour. "We have a very competitive landscape in destination marketing, with national tourist offices spending a lot of money. We need to be able to tell the story of Australia in new and engaging ways," Tourism Australia's Chief Marketing Officer said. Find out more.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

more...
No comment yet.
Scooped by Tourism Australia
Scoop.it!

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.

more...
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.