The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Factors influencing millennials' luxury spending habits

Factors influencing millennials' luxury spending habits | The Insight Files | Scoop.it

Most brands are chasing the coveted millennial buyer — especially luxury brands which hope to endear loyalty early and gain life-long customers in the process. Deloitte recently dove into millennials' luxury purchasing behaviour, surveying 1,000 consumers between 20 and 30 years old in the U.S., UK, Italy and China. Among the report's findings:

 

  • Millennials were slightly more likely to choose a luxury experience over a product. 
  • Cost is not as influential when it comes to luxury purchases.
  • Respondents discover new luxury products and trends through social media.
  • Millennials were more likely to make a purchase because it made them feel good but also look good.
  • They are most likely to make a purchase when they receive extra income.

 

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Bradley Woods's curator insight, October 17, 10:18 PM

Millennials were slightly more likely to choose a luxury experience over a product.
Cost is not as influential when it comes to luxury purchases.
Respondents discover new luxury products and trends through social media.
Millennials were more likely to make a purchase because it made them feel good but also look good.
They are most likely to make a purchase when they receive extra income.

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Marketing trends for destination marketing organisations 

Marketing trends for destination marketing organisations  | The Insight Files | Scoop.it

Travel consumers and tourists have a plethora of choices at their digital fingertips when it comes to choosing destinations. As such, many destination marketing organisations are creating innovative ways to reach these shoppers. These include:

 

  • Emerging technologies: As virtual reality becomes more popular in other industries, DMOs are beginning to use it as a supplement to their traditional marketing strategies.
  • Big data means big returns: Nowadays it is standard practice to incorporate data insights to make effective marketing decisions.
  • Increasing return on ad spend: Techniques such as display advertising, effective targeting and sponsored listings can help DMOs slice through the noise and competition when broadcasting their message. 

 

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How to engage millennials on Facebook and Instagram

How to engage millennials on Facebook and Instagram | The Insight Files | Scoop.it

The ability to engage with millennials online via Facebook and Instagram is one of the most important marketing channels. According to the Social Media Examiner, marketers need to connect with the millennial audience through experience. Identifying market segments and adapting product / service offers is instrumental in effectively engaging with consumers. Find out more. 

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Get ready, VR’s about to go mainstream

Get ready, VR’s about to go mainstream | The Insight Files | Scoop.it

2016 saw a strong growth in VR headsets purchased by consumers and businesses, indicating the growing awareness of the opportunities presented by VR for organisations. VR's ability to drive the next generation of consumer and business experiences is readily welcomed by organisations striving to grow consumer engagement. Find out more.

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In mobile travel, comfort leads to confidence in booking

In mobile travel, comfort leads to confidence in booking | The Insight Files | Scoop.it

Phocuswright's report provides a complete view of the mobile traveller in 2017, including who they are, how they plan and shop for travel, how they use their device in-trip, and what it all means for travel brands and the industry overall. The report provides a detailed analysis of what travel brands should understand about mobile travellers. Interestingly, 69 per cent of mobile travelers feel they can find the same flight and hotel info on a smartphone as on any other device; 66 per cent of mobile travellers are comfortable planning and booking a vacation only with a smartphone. Find out more.

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2017 internet trends report

2017 internet trends report | The Insight Files | Scoop.it

Kleiner Perkins Caufield & Byers partner Mary Meeker has delivered her annual rapid-fire internet trends report. Key takeaways include:

 

  • Global smartphone growth is slowing.
  • Voice is beginning to replace typing in online queries.
  • China remains a fascinating market, with huge growth in mobile services.
  • Internet users in India are growing rapidly.

 

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Vagabond Lifestyles's curator insight, August 8, 9:57 AM
Awesome analysis, but also read between the lines
 
Maria Da Graça D. Baroncelli's curator insight, August 29, 8:07 AM

Excellent material to be worked with adults and young learners in ESL/EFL classes, in order to develop vocabulary and work with the Present Continuous Tense.

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Can tour operators keep up with millennial trends? 

Can tour operators keep up with millennial trends?  | The Insight Files | Scoop.it

New data from YouGov Report reveals that millennials' travel plans are vastly different from previous generations. Today's youth are demanding individualised experiences that explore local culture. Youth are further showing increased interest in platform-based services, such as Airbnb, Uber and Lyft. Marketing companies are seeking new channels to reach millennials and effectively engage with the market. Find out more.

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Retail brands target Chinese travellers on mobile before they leave home

Retail brands target Chinese travellers on mobile before they leave home | The Insight Files | Scoop.it

Luxury brands are adopting market strategies to target the growing purchasing power of Chinese travellers. Brands are transforming their strategies to offer travellers exclusive gifts, better exchange rates and new apps to engage with their customers. Other companies are adopting strategies that target customers before they leave. This encourages the customer to purchase the product prior to departure to make it easier for travellers. Brands that understand how to make the most of China's digital sphere are likely to connect more efficiently with Chinese travellers. Find out more.

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How to better sell travel destinations

How to better sell travel destinations | The Insight Files | Scoop.it

Consumer research has underlined that travellers are demanding more authentic and transformative travel experiences that provide a strong contrast to consumer life at home. Authentic experiences encourage traveller transformation and offer more than the one-dimensional travel experience. Travel marketers need to tap into offering more unique travel experiences and focus on delivering an emotional consumer journey. Find out more. 

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Brands focus on next phase of traveller engagement

Brands focus on next phase of traveller engagement | The Insight Files | Scoop.it

Travel brands are opting to focus on the growing trend of transformational travel experiences rather than the basic experience economy. The opportunity for marketing organisations to support the evolution of consumers allows markets to focus on various consumer themes. Travel brands are able to capture real opportunities in their marketing that favour personal enrichment and transformation. The explosion in transformative travel is being witnessed across the majority of markets, creating an urgency for travel brands to customise and redevelop marketing strategies. Find out more. 

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Nearly half of tourism boards think working with influencers is a good idea

Nearly half of tourism boards think working with influencers is a good idea | The Insight Files | Scoop.it

Destination marketing organisations (DMOs) are increasingly using influencers to promote their brands. Research from Skift has revealed that 44 per cent of DMOs report a very high or good return on investment. Marketing organisations can leverage influencers to extend their sponsored content and reach a larger audience. Influencers enable a more natural and native viewpoint of the destination, attracting a differing audience. Find out more. 

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How cross-device marketing is changing the way brands engage travellers

How cross-device marketing is changing the way brands engage travellers | The Insight Files | Scoop.it

Cross-device marketing is transforming how brands engage with consumers, leveraging a more personalised approach across the entire customer journey. New machine learning and systems integration is moving beyond the traditional customer journey process and favouring a more engaged and assisted marketing approach. The ability for marketing organisations to continually target and customise promotions during the entire customer journey favours high customer conversion rates. Find out more.

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Hotel marketing trends for 2017

Hotel marketing trends for 2017 | The Insight Files | Scoop.it

Hotel marketing specialist Net Affinity has come up with its 17 big trends for 2017. The insights from the Dublin-based company includes some of the tips you might expect such as those around mobile and mobile payment as well as other less expected ones such as the rise of Bing and Instagram. The company is forecasting much ecommerce via Instagram as the image-sharing service has begun working with leading retail brands. New Affinity sees further commercial opportunities arising for hotel marketing via Snapchat and Facebook. Two additional trends highlighted are how voice search might impact SEO and the rise of video as well as live streaming of content via services available on Facebook, Instagram and other media. Find out more.

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More than 50% of travellers are looking for inspiration

More than 50% of travellers are looking for inspiration | The Insight Files | Scoop.it

For a destination marketer, understanding how and when consumers can be inspired and influenced is key. Expedia's Multi-National Travel Trends Study uncovers preferences, priorities and influences of travellers from Australia, Canada, China, France, Germany, Japan, UK and US. The study reveals that across all eight countries, at least 50 per cent of travellers are undecided on a destination and are looking for inspiration during the planning and booking process. The study goes into further detail around the types of content which can best inspire travellers in each market. For example, Chinese travellers are by far the most likely group of travellers to be influenced by social media; while advertising featuring deals are most likely to influence Americans, Canadians and Australians. Find out more. 

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The best travel marketing campaigns ever 

The best travel marketing campaigns ever  | The Insight Files | Scoop.it

Travel Weekly has ranked their top 5 favourite travel marketing campaigns of all time.

 

  1. KLM Surprise Surprise.
  2. Tourism Queensland Best Jobs in the World.
  3. British Airways #lookup.
  4. Air New Zealand in-flight safety videos.
  5. Carnival Cruise red nose day.

 

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Tourism Australia taps immersive tech to attract travellers 

Tourism Australia taps immersive tech to attract travellers  | The Insight Files | Scoop.it

Tourism Australia managing director John O’Sullivan understands all too well the challenge of pleasing today’s digitally savvy travellers. His strategy? A “try before you buy” experience that uses virtual reality and 360-degree images. The major disruption in the tourism industry has been the rapid acceleration of mobile use, especially over the past two years. Tourists are using their mobile phones through the entire journey of the purchase funnel, whether it's searching for destinations and experiences, booking transactions or starting the whole process again when they leave. Find out more.

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ThinkTV's study reveal industry professionals "out of touch" with ordinary people

ThinkTV's study reveal industry professionals "out of touch" with ordinary people | The Insight Files | Scoop.it

AdNation 2017's study has emphasised that Australians consider TV advertising to be the most liked, trusted, and memorable form of advertising and the one that draws the most attention to brands people have not heard of. The study also says that many industry professionals are uninformed about the media consumption habits and attitudes of regular Australians. The need for organisations to better understand their customer targets is imperative to marketing their brand or product. Find out more.

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How airlines can connect destination content to bookings

How airlines can connect destination content to bookings | The Insight Files | Scoop.it

A recent traveller survey has found that 46 per cent of travellers spend 1-3 hours researching a new travel destination. A traveller’s first impression of a destination is through content. Expectations found by research strongly define a traveller's experience of a destination. Airlines have increasingly anchored destination content as part of their transit offering to drive engagement and encourage travellers to book their flights with their respective airline. Find out more.

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10 ways to pick a bad travel agent 

10 ways to pick a bad travel agent  | The Insight Files | Scoop.it

US travel publication, Travel Market Report, has rounded up 10 things that bad travel agents don’t do, starting with not listening to clients.

 

  1. Does not listen to clients
  2. Does not actively market
  3. Does not know products
  4. Does not know destinations
  5. Does not sell groups
  6. Does not sell preferred partners
  7. Does not follow up
  8. Doesn’t get trained
  9. Does not seek support
  10. Does not develop relationships
     

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Aussie sites make list of world’s best tourism websites

Aussie sites make list of world’s best tourism websites | The Insight Files | Scoop.it

The first ever global study, entitled ‘Destination: Marketing’ conducted by Byte Level Research, a research and consulting company, suggests tourism websites are “not so globally friendly”. While the average leading travel website supports 30 languages, the leading tourism websites support just 12 languages, and many support considerably fewer. The travel and tourism industry is growing at a faster pace than the global economy and by 2017 is projected to account for one in nine jobs on this planet. And yet too many tourism organisations are “under-investing” in this growth industry, the report claims. The report includes more than 150 real-world screen shots of best (and poor) practices, looking at 55 country, region and city websites. Find out more, including which destinations made the cut.

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Destinations concede their food tourism marketing efforts fall short

Destinations concede their food tourism marketing efforts fall short | The Insight Files | Scoop.it

Only 10% of tourism boards and companies believe food and beverage offerings have been adequately promoted in their destinations. Research has found that one of the most popular reasons brands don't promote food tourism is that 'gastronomy is not treated as an isolated product but as part of the cultural tourism'. Gastronomy in destinations is an instrumental marketing tool that draws attention to a country's history and culture. Find out more. 

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Airbnb seen as cheapest option for accommodation by many millennials

Airbnb seen as cheapest option for accommodation by many millennials | The Insight Files | Scoop.it

Research has revealed that many millennials are ranking Airbnb as one of the cheapest options for accommodation. However, college students raised requestions with regards to the benefits of a hotel over an Airbnb and whether Airbnb is a safe and accommodating option. Find out more. 

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Micro-moments are multiplying—are you ready for the future of marketing?

Micro-moments are multiplying—are you ready for the future of marketing? | The Insight Files | Scoop.it

The future of marketing is constantly evolving with the constant launch of new products that redefine the consumer experience. As new smart devices continue to emerge, businesses are transforming the way in which they interact and engage with consumers. In order to be a successful marketer, organisations are expected to stay a step ahead of the customer. The future of marketing is continually evolving. Find out more.

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How travel marketers can own the customer journey

How travel marketers can own the customer journey | The Insight Files | Scoop.it

Google research has released three key strategies that are proven to find and convert travellers on the hunt. By engaging high-value customers with timely ads and optimising the entire customer journey, marketing organisations can unlock personally designed opportunities at scale. Find out more. 

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Eve-Line Boulle's curator insight, June 14, 7:42 AM
"Planning a trip can be an arduous, thankless task. But marketers have new tools and tactics in their arsenal that can make the experience better. By combining data with digital audience solutions, savvy travel marketers can better connect with travelers—and drive more bookings."
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Amadeus tests virtual reality as a travel booking option

Amadeus tests virtual reality as a travel booking option | The Insight Files | Scoop.it

Amadeus technology is debuting the power of virtual reality as a travel booking option. The tech giant is testing the ability of VR to generate reservations and allow consumers to 'shop with gloves on'. Amadeus leverages simulation to allow users to discover various aviation routes, compare prices and experience different travel experiences. The demonstration also offers users a more graphical representation of products and offers, furthering the concept of 'try before you buy'.

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