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.
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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
In this article, Jacqueline Bourke outlines how to use Instagram to its full potential for maximum brand engagement. It has been reported that articles with images get 94% more total views, so it comes as no surprise that Instagram was among the fastest growing social networks of the last two years. Australian brands fighting for attention on the Internet must first be seen in order to be heard. To ensure this is achieved, and to make use of the power of visuals, a strong visual strategy needs to be created - this means populating websites and social channels with images that represent the core values of a brand in order to engage and inspire the target audience. The article highlights Tourism Australia and Spotify Australia as two companies which have been able to use imagery to show their brand's key message in a way that resonates with their target audience. Find out more.
A study of 2,000 US smartphone owners has found they are more likely to book a hotel room using the mobile than an app. Millward Brown Digital produced the report and found that 44% of the sample had booked a hotel room in the past six months with 15% doing so using their phone. The total 'researching and booking' on their phone comes in at 22%. Nonetheless, desktop remains the dominant channel. The headline finding is that of those who do book using a phone, 29% prefer to use an app, 43% prefer the mobile web and 28% have no specific preference either way. People aged between 35-44 are the most likely to use a smartphone to book a hotel, while regular travellers are more likely to book via an app whereas occasional travellers will use the mobile web. 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.
With the number of Chinese outbound tourists at more than 100 million for this year, it is important to assess which are the fastest-growing markets for this country of one billion-plus people. UK-based airline data firm's OAG new Chinese aviation report analyses which markets have seen dramatic increases in set capacity and which airlines are carrying the most outbound Chinese travellers to the top 15 markets. According to OAG, there were 298,353 scheduled flights in November 2015 leaving Chiense airports for destinations in China or internationally. Vietnam has emerged as the fastest-growing market for Chinese outbound travellers, more than nearby Japan, Thailand or Australia. Find out more.
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