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.
Skift has curated a list of 25 travel moments which mattered in 2015. In gathering the 25 selections, Skift looked for stories that helped to tell a bigger picture about what it is like to travel now - in addition to providing a snapshot of what happened in 2015, they also help point to where travel is headed in 2016. Making the cut includes:
Instagram surpassed Twitter to top social media strategies.Tourism bureaus rallied around next-gen strategy.U.S. Justice Department identified TripAdvisor and Google as booking threats.Big players bought into tours and activities. Cruise lines finally competed with good Wi-Fi.China's online booking sites finally got rational.
The arrival of luxury cruise lines Azamara and Silversea in Australian waters is set to deliver significant benefits for local businesses. According to the CEO of the Australian Cruise Association, ground operators, tour providers, attractions and restaurants all stand to benefit, with regional and more remote ports also to gain. Luxury cruisers are motivated by new experiences rather than new things. For Australia, this means immersing them in Indigenous cultural experiences, engaging bespoke services for private or small group touring, chartering scenic flights into more remote areas and including local arts, specialist retail and gourmet experiences into their Australian adventure. Find out more.
Tourism Research Australia (TRA) has conducted research to better understand the motivators and barriers of cycling tourism in Australia and its potential for growth in Victoria. Among the report's key findings:
The cycle tourism market is relatively small in size but those involved often take multiple trips each year and are highly engaged.Cycle tourists engage in a broad range of activities, often travelling to regional areas.Respondent awareness and knowledge of cycle tourism is low.Victoria rates highly on a number of dimensions of the cycle tourism experience, including facilities and accommodation.Many respondents would consider travel of this kind in future, with Victoria the most commonly preferred destination.
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.
TravelNuts has analysed data flowing through its system over a numbers of years to monitor how travellers search and book independent hotels. As a result, it has built an interesting picture of how such properties can both target and interact with potential guests.
TripAdvisor has announced the results of the latest TripBarometer1 study, the world’s largest traveller survey, highlighting key travel trends for 2016. The TripBarometer study is the analysis of more than 44,000 survey responses from travellers and the hotel sector worldwide. Key findings include:
Australians lead the pack with the biggest travel budget of around AUD15,000 while the global average sits at just over AUD7,000.One in three global travellers plan to increase their travel budgets in 2016.49% of Australian travellers will be spending more because they are planning a longer trip.Special offers determine the choice of destination for half of all travellers.
Americans are half as likely as Europeans to travel overseas to more than one country, with cost being cited as the main reason. According to Hostelworld data, the average American has been to three nations, while nearly one-third (29 percent) of American adults have never travelled abroad. However, the proportion of Americans who travel internationally to several nations continues to increase year-on-year – at 29 percent in 2014, compared to 15 percent in 2013 and 9 percent in 2011. Notably, Americans are most interested in meeting Australians while abroad, followed by UK and German travellers. Find out more.
Three quarters of people writing reviews on TripAdvisor do so because they want to share a good experience, rather than rant about it. The user review service carried out a survey using PhoCusWright earlier this year but has just released the findings. The study involved a sample of 15,000 travellers from a broad range of countries including the UK, France, Germany, US, India and Japan, using a pop-up module from TripAdvisor. Key findings include:
Two of the most important things for users when reading reviews are recency (42%) and quantity (30%).The majority of users want one place where they can read reviews, compare prices and book.70% of users wrote a review because they received good advice from reviews and wanted to give back.76% agree that user photos influence their decisions.8/10 users say TripAdvisor helps them plan better trips.
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