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.
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.
Global travel search engine Skyscanner Australia has released the latest findings of their first-ever Skyscanner TravelContent Survey, which looked at the travel content consumption preferences, habits and behaviours of Aussie travellers. According to the survey, 44% of Aussie travellers will opt for travel activities that offer a local experience when on holiday. Hungry for that local experience, Australians will pass on a picturesque view at a busy restaurant, opting to taste the flavours from an authentic local restaurant, hidden away from the tourist district. Findings have also revealed that Australians are in search of anything adventurous (30%), seeking out activities that allow travellers to be one with nature, followed by visits to museums and art galleries that offer a cultural experience (9%). Find out more.
2015 was another year of remarkable growth for the Australian tourism sector, with both international and domestic visitation growing multiple times faster than their medium term averages. International visitation surged 8.2% over calendar 2015, growing nearly three times faster than the pace observed over the last 15 years. At the same time, domestic visitation posted growth of 7% – a figure almost unrecognisable alongside the 1% p.a. witnessed, on average, since 2000. Click here to download the report.
A study commissioned by online review and booking site TripAdvisor has revealed several key preferences of Asia's travellers in 2016. One of the topline findings show that value is of utmost importance with one in four Asian travellers having chosen a destination due to cheap flights. Meanwhile 67% will not consider a hotel without airconditioning, making it the number one deal-breaker for booking decisions. Lack of in-room Wi-Fi comes second with 46% of travellers saying they will look elsewhere. For Asians, a destination's culture is the most popular reason cited when considering where to take a trip, with 42% responding so, while globally, more than one in two travellers cite special offers as the key decision driver. Find out more.
For the first time in history, outside of recession years, global television advertising revenue fell year-over-year as digital advertising surged once again. Digital, in fact, should overtake TV by the end of 2017, according to a study from Magna Global. In the U.S., digital advertising will surpass TV in 2016. A different study from ZenithOptimedia says TV's share of advertising pie probably peaked at 39.7% in 2012, and it will be overtaken by digital for the first time in 2018. Both studies paint a rosy picture for digital advertising and a troubling one for traditional cable and broadcast TV, at least in the long term. Find out more.
The Australian Tourism Export Council (ATEC) has today welcomed the announcement by Singapore Airlines to provide direct air services into Canberra.Flights between Singapore, Canberra and Wellington four times per week will commence September 20.
TripAdvisor has collated the key trends that will shape the travel landscape in 2016, based on its TripBarometer study which analysed more than 44,000 responses from travellers and hoteliers worldwide. Among the key trends include seeking new experiences, with 69 percent of travellers planning to try something new in 2016, including cruising, solo travel and adventure travel. Additionally, 1 in 3 travellers are planning to spend more in 2016 than they did in 2015, believing that travel is essential to their health and wellbeing. Below is a breakdown of the key trends outlined by TripAdvisor; click here to download the full report.
Seeking new experiences.Spending more because it's 'worth it.'Choosing destinations based on culture, special offers.Staying cool and connected.Rising room rates (and optimism).Managing reputations online.
Via Tourism Australia
The number of Chinese visitors to Australia is booming, but there are a few things we can do to lure even more travellers to our shores. Chinese tourist spending now accounts for more than 20 per cent of total international tourist spending. Young Chinese people attending Australian education institutions also account for about one-third of all spending by international students. However, the number of Chinese visiting Australia is a drop in the bucket compared to the total number of Chinese tourists globally. 100 million Chinese travelled abroad last year and that number is set to increase to 234 million within the decade. This article recommends further streamlining the visa reform process in order to make it easier for Chinese tourists to travel here. Additionally, it recommends tapping into the celebrity effect in China - the number of Chinese tourists visiting Thailand tripled after the release of a blockbuster movie called Lost in Thailand. Find out more.
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.
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.
Via Tourism Australia
More than 1.18 billion people travelled internationally last year and several Asia-Pacific cities collectively claim nearly 25 percent of those arrivals. MasterCard's inaugural Asia Pacific Destinations Index for 2015 examined international tourist arrivals, hotel room nights, and tourist spending in 167 destinations in 22 countries and Bangkok came out as the clear winner. Last year was the first year that Bangkok surpassed 20 million international arrivals and had the most international visitors of any city in Asia Pacific, according to MasterCard. According to the Index:
Asia Pacific makes up about 23% of the world's international overnight arrivals.Asia Pacific has been the fastest growing region for international tourism since 2005.Northeast Asia (includes China, Japan and South Korea) had the region's most international arrivals in 2015 and Southeast Asia had the second most.Bangkok had the most international arrivals of any Asia Pacific city in 2015.More destinations in Southeast Asia and Oceania (Australia and New Zealand) show up in the ranking for room nights in 2015, such as Perth, Melbourne, Brisbane and Auckland.
International arrivals and spending are both at record levels. Australia welcomed 7.4 million international visitors in 2015. These visitors injected over $36 billion into the Australian economy. Total international aviation capacity to Australia grew marginally by 1%. Download Tourism Australia's 2015 International Tourism Snapshot.
This article from roomsXML details the top five lessons for travel agents from 2015, touching on the economy, wholesalers vs. retailers and analytics. Among the trends:
The Australian dollar is volatile, don't bank on it - only buy when you can fix your rates. Booking variable rates will only hurt your bottom line.Wholesalers that retail will hurt you - the short-term gain is your long-term pain. If they are growing, ultimately, you are not.Change is the norm - don't resist the obvious, find ways to grow.Data is the new currency - the power of analytics is making gut feel irrelevant. However, data does not replace wisdom.Hotels and airlines want you out of the loop - continue working with those that support you.
Chinese travellers are poised to look beyond nearby destinations such as Hong Kong and Macau as income levels rise and they widen their horizons. A new report by broker CSLA forecasts Chinese tourist visitors to Australasia will increase by an average of 22% per year between 2014 and 2020 - the highest growth rate of any region in the world - after having risen by 19% per year between 2009 and 2014. In contrast, the most popular outbound Chinese destinations, Hong Kong and Macau, are poised to grow a compound annual rate of 2% and 4% in the years to 2020. Find out more.
Tourism Australia has launched its latest campaign, which is focused on highlighting the country’s world-class aquatic and coastal experiences, in a bid to lure more international visitors to Australia.
In this article, Destination Marketing Association International has leveraged the brain trust of resources available to it by partner DMOs and agencies to identify destination marketing trends to be on the lookout for in 2016. The insights highlighted are from some of the best and brightest minds in the destination marketing industry. Among the highlights include:
The expansion of social media advertising.The growing role of DMO websites playing a more influential role inspiring prospective visitors. An evolution in how destinations express not just what they are as place-based experiences, but who they are as people, getting more personal in visitation to travellers. Content over campaigns - while campaigns are usually time-sensitive with starting and ending dates, content can add value.Cultivating digital influencers for your destination.Travel and technology becoming increasingly intertwined.The incorporation of higher levels of technology interventions prior to, during and post visit the experience with travel destinations.
Global consumption in 2016 will see a blend of established, new and counter trends, challenging the way consumers live and shop.
From brand-agnostic and over-connected consumers to a focus on greener food and mental wellbeing, Top Global Consumer Trends for 2016 analyses prevalent trends, consumer attitudes and purchasing decisions across consumer types, industries and countries.
Download this white paper to:
Learn which consumer trends will reign in 2016Uncover how consumers are searching for innovative routes to valueConsider future opportunities among agnostic shoppers, the over-connected, millennials, single spenders, changemakers, gender-nonconformists, the health conscious and mature consumersLearn more about consumers in 2016.
Via Tourism Australia
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