Increasingly, savvy marketers know that social media is far more than an entertaining pastime for the majority of consumers. The content you post on your social media properties (thought leadership, news, ideas and customer support) is also growing in importance as a source of lead generation and sales.
Via Brian Yanish - MarketingHits.com
Claims that a weaker Chinese economy has negatively impacted travel demand in China have jockeyed with financial headlines across Asia this year. But it always helps to check the numbers - the latest data shows that not only is the Chinese travel industry alive and well, it's also having its best year ever and 2017 is on track to be even better. Some 589 million Chinese travellers took domestic and international trips during this year's Golden Week in China, according to data from Ctrip. That's a 12% year-on-year increase in the number of Chinese travellers that travelled around China or abroad compared with last year's Golden Week and a 24% increase from the 2014 holiday. Find out more.
Adventure travel was once the domain of adrenaline junkies and hardened explorers, but no longer. Now everyone is doing it – seniors, couples and even families. The simple flop and drop reigned supreme for decades, but now, it is no longer enough. People want culture shocks, unusual experiences and the thrills of discovery. They want to get under the skin of a destination in order to truly experience it. This article outlines a few of the trends which are set to characterise the adventure travel sector:
No longer roughing it.Working sustainably.Thinking outside the box.Venturing further ahead.More and more players.
Trekksoft claims a survey it carried out this year revealed only four out of ten activity suppliers will use online travel agencies for sales. The study found a variety of reasons why OTAs fail to capture the attention of operators, with awareness of the model coming out on top as the main excuse. Trekksoft's survey solicited responses from a number of business types within the tours and activities sector, including outdoor excursions, multi-day trips, bike and walking tours, boats and cruises, coach tours and helicopter/balloon rides. It found that just over half (53%) of bookings are coming through online channels, but bookings on an operator's own website is deemed to be the most important to a business (39%). Find out more.
The Tourism Trend Report for 2016 has delved into the top sources around the web for the latest and most thought-provoking statistics and actionable insights. Among the key findings:
The tour and activity industry comprise a multi-billion dollar market.Suppliers need to strike a balance between advance and last-minute offers.It's a year for adventure and new experiences.Treating ourselves is a priority when we travel.Manage your reputation online.Accept online bookings to access maximum revenue.Mobile-optimised businesses are ahead.Social media doesn't just mean Facebook.Millennials are money poor, time rich.There's a growing health and wellness trend to cater for.Business travel is seen as an adventure.It's time to start thinking about Gen Z.
Google has released new consumer research on the four travel micro-moments changing how people plan for and experience travel. A trip was the largest discretionary purchase last year according to nearly 60% of leisure travellers. Before making this investment, travellers are taking time to research all the possibilities. Over 40% of travellers say they bounce back and forth between dreaming about and planning their next trip - zooming in on the details for one destination and then zooming out to reconsider all the options again. And more and more of this time is spent researching the details of trips on mobile. Find out more.
MakeMyTrip's look at Indian travel patterns says that 18-35-year-olds are "the driving force behind the changing travel landscape". Its 2016 Indian Travel Report highlighted that 18-35-year-olds accounted for two-thirds of the trips taken in the first half of the year. Clearly, mobile is a huge driver of travel growth in India with Nasdaq-listed MakeMyTrip's financials having reported blockbuster growth in mobile bookings. Other statistics of note show how spontaneous Indian travellers are, with 70% of domestic trips being booked within a week of arrival. Late bookings are also taking a bigger slice of international bookings, with 65% booking within four weeks of departure compared with 59% last time. Find out more.
A new study and white paper from Neumob provides detailed and proprietary consumer research that shows how travel app users respond to poor app performance. According to the report, 90% of the minutes spent on a smartphone are within apps, as opposed to surfing on mobile browsers. Among the top ten travel apps for the USA, UK and Australia includes TripAdvisor, Uber, Airbnb and Trivago. 82% of the survey's UK and US respondents had in fact booked an airline ticket, train ticket or hotel using a mobile app over the last 12 months. What's more, 84% of respondents expected a travel app to load on their smartphone in 3 seconds or less, with 51% expecting 2 seconds or less. Find out more.
A plan for a drive-up climbing center on the North side of the mountain also includes the mainstays of a modern resort: lodging, restaurants, and a museum. Is this the future of the world's highest peak?
A captivating image of a destination is bound to garner a traveller’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images. However, a beach sunset photo can look strikingly similar across many tropical locations and may not be enough to encourage someone to choose one destination over another - differentiation is key. Visually appealing images and other content must also tell a story about the destination to stand out from the competition and attract potential visitors. This Skift article outlines a few ways that destination marketing organisations can share their story:
Identify the iconic.Consider point of view.Add interactivity.
Consumers are spending more time on more devices with more focus and passion for online video than ever. Here's the latest data from Google on YouTube's role in this landscape:
On mobile alone, in an average week, YouTube reaches more 18-year-olds during prime-time TV hours than any cable TV network.For their favourite content, one screen isn't enough with 85% of adults aged 18-49 using multiple devices at the same time. In fact, two-thirds of YouTube users watch YouTube on a second screen while watching TV at home.Half of 18- to 34-year-old YouTube subscribers would drop what they're doing to watch a new video by their favourite creator.Advertisers on prime-time broadcast TV could have reached 56% more 18-49-year-olds by also advertising on YouTube.
Via Tourism Australia
By 2021, an expected 6 billion people will have access to the internet and most of them will be accessing it through a smartphone. Every day around 3.4 million people get their hands on a new internet-connected mobile device. To help advertisers better understand the best practices in mobile UX and site speed, Google undertook a project to benchmark 316 mobile sites in the travel, retail and finance verticals across Europe. Usability and speed are essential to a positive customer experience, with 30% of consumers expecting a one second or less page load, with 18% expect instant page load. Find out more.
Google has combined its data on travel-related search behaviour with data from Sojern, a performance marketing engine, to analyse traveller research patterns. It turns out that Reykavik, Havana, Toronto, Mexico City and Tokyo had the fastest rise of travel-related Google search in the first half of the year. Sojern has collected anonymised booking data from 350 million travellers. Google has overlaid its own data to reveal the demographics and psychographics of who is typically researching particular destinations. Google has the capacity to use its data to paint a broader picture of consumer behaviour than individual travel brands can. Find out more.
Insights Customers who book through OTAs - facts, trends and some surprises Insights on OTA customers to help hoteliers better identify the behavioural patterns of current and prospective travellers and understand the challenges that lie ahead in a rapidly-shifting market.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.