According to Managing Director of Amadeus for the Pacific Region, Tony Carter, we have left the olden days of travel behind, and it's now up to agents to prepare themselves if they want to stay relevant in the future. "The traveller has more power than ever before, they know everything, and they expect to be treated special, treated differently." Amadeus' recent white paper outlined the types of travellers agents need to be on the lookout for as we enter the future age of travel, with some more valuable than others, but all requiring a fresh approach. To be successful, Carter recommends that travel agents capitalise on opportunities, predicated on understanding travellers. "Personalisation is the key. Part of getting big business is understanding who the travellers are." Find out more.
The growing number of travellers picking up their mobile devices rather than sitting at their desktop computers to book air travel or a hotel is a reality becoming more common each and every day. The percentage of mobile travel bookings have grown for the past six consecutive quarters while desktop bookings continue on a downward slope. The pace of mobile's rise varies region by region and new data shows travellers from the US and countries in the Asia Pacific region are converting on mobile more than those in Europe, the Middle East and Africa. From online travel agencies versus hotels' mobile websites to mobile app versus mobile web, Criteo asked more than 500 travel companies around the world what their growth rates look like for these cases and more. The data spans from early 2014 to the present includes analysis from over one billion travel bookings worldwide.
Deloitte has surveyed over 40,000 respondents about their travel activities, finding that travel has changed from being a seller's to a buyer's market. To adapt to this change, travel businesses need to undergo their own transformation from a product-centric to a consumer-centric model and put the consumer perspective at the heart of every business decision. Key findings include:
59% of holidaymakers compare prices online, as consumers maintain their recessionary behaviour.holidaymakers are sharing experiences and influencing each other, as 42% use review websites.59% say these sites have the most influence on their booking decision.31% of holidaymakers have posted a travel-related review on a review website.33% of consumers used two or more devices when researching their most recent holiday.
Geopolitical events are further impacting economic performance, with conflicts affecting certain destinations in the Middle East and North Africa, Russia and Ukraine. Nonetheless, travel continues to shine globally, with arrivals reaching over 1.1 billion in 2014, up by 4.3%. 2015 is forecast to see slightly slower growth, estimated at 3.7%.
People from the Asia Pacific region are travelling more than anyone else, according to the 2015 Visa Global Travel Intentions Study. The Visa study asked over 13,000 consumers across 25 countries if they had travelled for leisure at any point over the past two years. Of those surveyed, 84 percent in East Asia said they had taken a trip solely for pleasure, compared to the global average of 76 percent. Indonesia, Thailand and Korea represented the countries with the highest increase in outbound travel. Among the report's topics include:
Shifts and changes - current and future macro trends in leisure travel.Asia on the rise - Asia's appeal to travellers and a focus on the Chinese traveller.A new breed of traveller - changing attitudes and behaviours of leisure travellers.The solo traveller.The tech savvy traveller.Payment choices of leisure travellers.
Via Tourism Australia
Customers are becoming increasingly wise to conventional advertising methods. They’ve learned to filter out marketing messages delivered through long-established channels. To remedy this, savvy marketers are turning to content marketing - the practice of creating informative and educational content that potential customers want to read. The immensely popular tactic is being leveraged by brands on a large scale, particularly within the travel industry. Content marketing is all about providing customers with entertaining and useful information; the goal is to build long-lasting and meaningful relationships with your audience. As of 2014, 86% of B2C marketers are using some form of content marketing. This article summarises the key pillars of successful content marketing:
Create content around the buyer journey.Be your customer's hero.A picture is worth a thousand words.Create an effective distribution strategy.
A new survey has revealed the UK’s travel spending trends based on age. For the most part, 25-34-year-olds are the UK consumers who lead the way when it comes to holidaying abroad. According to the Winter 2015 Holiday Confidence Index report findings, approximately three in five (62%) of them intend to travel abroad in the coming year and almost as many (59%) will take two or more holidays overseas. Significantly more of them also expect to take longer holidays than they did in the past: 11% compared with 6% of 18-24-year-olds and 7% of people aged 55 and over. Not only are the 25-34-year-olds most likely to increase the amount they spend on booking their holiday, they also plan to take more travel money and spend more once they reach their destination. Find out more.
Airbnb just can't leave San Francisco alone. Mere days after offending the city's residents with passive-aggressive advertisements—an episode that sent the company apologizing left and right—Airbnb is now debuting a sure-to-be-contentious service in the area. Over the weekend, the home-rental startup began sending beta invitations to certain customers interested in visiting San Francisco, offering them "handcrafted trips" in select...
The millennial generation has arrived, and hotels are grabbing for their loyalty. Choice Hotels International reveals the top ten unexpected travel habits of millennial adventurers in their latest study.
The Holiday 2015 Travel Prediction report shows that in 2014, only half of all holiday flights were booked by November 17, and half of all holiday hotel stays were booked after December 14. The report indicates that marketers can expect a large amount of last-minute holiday travel bookings in 2015, and ultimately, plenty of opportunities to engage key audiences.
Panos Fotiadis's insight:
It seems that last minute booking is the dominant situation nowadays
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