The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Digital traveller habits

Digital traveller habits | The Insight Files | Scoop.it

The impact of technology is influencing where travellers are choosing their next destination. Travellers are tending to pick destinations that are more digitally friendly, as highlighted by 61 per cent of travellers avoiding hotels that are charging for Wi-fi. Find out more here

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Créneau tourisme de villégiature 4 saisons's curator insight, January 15, 9:01 AM

Voici les résultats d'un sondage auprès d'un échantillon international de 11 000 répondants , réalisé par la plateforme TRAVELPORT, sur l'utilisation des outils digitaux aux étapes de la planification, de la réservation et de la réalisation des voyages

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How is technology disrupting the way we travel?

How is technology disrupting the way we travel? | The Insight Files | Scoop.it

Internet and new technologies have completely changed consumer consumption behaviours, and the travel sector has evolved tremendously. With a high penetration rate of mobile devices in Asia and airports increasingly adopting new technologies, travellers today are able to enjoy a more relaxing, seamless and hassle-free travel experience. The way travellers research, book and experience their travels have rapidly evolved; as we speak, there are apps that help travellers navigate around airports to create a more relaxing experience with the information they need, in the palm of their hands. With mobile technology readily available, travellers have access to more options and can easily change travel plans on-the-go, from any device. Mobile apps are able to cover needs such as checking flight status, accessing boarding passes, changing hotel or flight bookings, navigation, booking rides or even offer personalisation based on a traveller’s history. Find out more.

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Vagabond Lifestyles's curator insight, December 13, 2017 8:38 PM
With mobile technology readily available, travelers have access to more options and can/will easily change their experience
 
Renu Chaudhary's comment, December 19, 2017 6:44 AM
conference venues in corbett @ http://conferenceneardelhi.in/JimCorbett
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Travellers torn between social media and desire to disconnect

Travellers torn between social media and desire to disconnect | The Insight Files | Scoop.it

The Travelzoo Fall Travel Trends Survey has uncovered that travelers are finding themselves at a crossroads of FOMO (fear of missing out) and the desire for relaxation, as they're torn between their need to share their holiday adventures on social media and a wish to digitally disconnect while away. Despite the desire to put up a positive and exciting front on social media, there is a growing interest in trips that allow travellers to disconnect even more. In fact, half of respondents said cutting digital ties enhances the appeal of a trip. Find out more.

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The most Instagrammed (and beautiful) places in Australia 

The most Instagrammed (and beautiful) places in Australia  | The Insight Files | Scoop.it

Assured Removalists have collected a list of the most beautiful hidden gems in Australia – all underrated and off the beaten track.

The list is in order of most used hashtag on Instagram – and has been popped on an epic interactive map where you can view photos of said hidden gems, plus how many hashtags scored them a spot on the list. From hidden waterfalls to secret spots in National Parks, there’s bound to be a stunning Instagram shot in there somewhere. Find out more.

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Tourism website trends highlighting user experience and design

Tourism website trends highlighting user experience and design | The Insight Files | Scoop.it

For years, the only online presence many tourism boards had was a website – at best – with no way of knowing how effective those sites were at getting travellers to visit their destinations. 

Fast forward to 2017 and tourism board websites are typically just one of many channels in which destination marketers engage with travellers. Tourism board websites have in many cases become testing grounds for destinations to help them understand how travellers respond to certain messaging, services, or technology. And with many destinations the world over increasingly being scrutinised for how they operate and their return on investment, better testing and understanding of exactly what travellers are looking for has never been more important on websites and other channels. Find out more.

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Word of mouth and online reviews rule among Asia Pacific travellers 

Word of mouth and online reviews rule among Asia Pacific travellers  | The Insight Files | Scoop.it

Amadeus has partnered with YouGov to survey approximately 7,000 adults across the Asia Pacific region who travelled internationally in the last year about their preferences and habits. Among the most interesting findings was the importance of word of mouth and online reviews in Asia Pacific travellers' trip-planning decisions. Many travellers from the region are seeking personalised recommendations and suggestions from travel brands, with two in three travellers willing to share personal information in exchange for these personalised offers. 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 rise of Snapchat in tourism marketing

The rise of Snapchat in tourism marketing | The Insight Files | Scoop.it

MyTravelResearch.com says you need to be on Snapchat if your main market is youths and travellers in their 20s, especially if you’re trying to attract them in a cost-effective way. Research from MoffettNathanson shows 19.5 million unique female users over 35 in the United States in Q4 2016, up from 4.6 million in the previous year – a rise of 320%. That is momentum. However, Snapchat still only reaches about 8% of the over 35s in the U.S. By comparison 88% of people over 35 are on Facebook, 45% on Instagram, and 42% on Twitter. Furthermore, users over 35 spend about 30 minutes a day on Facebook, versus a mere three minutes on Snapchat. Find out more.

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5 social media and tech trends you need to know about

5 social media and tech trends you need to know about | The Insight Files | Scoop.it

Travel PR specialists Klick Communications deliver the latest in travel technology and the ever-changing social media scene. Among the highlights:

 

  1. Taco Bell's Snapchat lens shatters record.
  2. Twitter says users now trust influencers nearly as much as their friends.
  3. 360 photos are coming to your Facebook news feed.
  4. Items from your shopping cart may start showing up in your Instagram feed.
  5. Instagram's analytics will offer audience demographics, post impressions, reach and more.

 

Find out more.

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Building digital assets in the tourism industry

Building digital assets in the tourism industry | The Insight Files | Scoop.it

It is now time for tourism marketing executives to shift tactical executions to focus more on building and creating content that is owned and to view social media as a means of distribution rather than an online marketing tactic in its own right. Strategies centred around creating a strong online presence for hotels are required. 


  • Content: At the centre of your owned media strategy is content - content should be informative, interesting and compelling.
  • Variety: There should be a variety of content in your owned media strategy.
  • Websites: Too much focus has been on factual and functional brand values rather than emotive brand benefits.
  • Blogs: Blogs with personal stories that talk directly to your personas and their trigger points can result in your brand making it to the consideration set in a competitive market.
  • Email lists: Implement a balanced combination of great stories, videos and imagery as well as genuine offers. 
  • Social media as a distributor to owned content: social media signals mean the search engines pick up on your authority and influence and you will be more likely to be connected with your customers in semantic search. 
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Five things to know about cross-channel marketing in travel

Five things to know about cross-channel marketing in travel | The Insight Files | Scoop.it

Customer experience and continued engagement have always been a pre-requisite in the global airline industry. While in the past, airlines have accomplished customer delight through loyalty programs, the digitally connected world today presents manifold opportunities to maximise customer so-called "lifetime value." With a maze of online and offline touch points and personalised experiences that customers have grown to expect, customer delight has taken on a whole new meaning and hence the need for a renewed cross-channel marketing strategy with data at the crux. This article lists five things to remember about cross-channel marketing for airlines:


  1. Where is the data?
  2. Targeting.
  3. Social focus.
  4. Better tracking.
  5. Advertising coverage.


Find out more.

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Mobile devices generate 25% of U.S. digital travel transactions

Mobile devices generate 25% of U.S. digital travel transactions | The Insight Files | Scoop.it

According to ad tech company Criteo's latest quarterly "State of Mobile Commerce" report, mobile now comprises 29% of e-commerce transactions in the U.S. and 34% globally. By the end of 2015, mobile share is forecast to reach 33% in the U.S. and 40% globally. Travel is one of the early adopter sectors in mobile e-commerce, and the third largest sector in the U.S. according to Criteo data. Mobile accounts for about 27% of all digital consumer travel transactions. In all of mobile retail commerce, smartphones have become the bigger platform, and in the U.S. they are the majority. While the conversion rates on smartphones are lower than desktop or tablet, smartphones generate more transactions due to significantly higher traffic.

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Eve-Line Boulle's curator insight, May 19, 2015 9:36 AM

"According to the latest report from Q1 this year, mobile commerce (including tablets) is growing like weeds, everywhere. Mobile is now 29% of e-commerce transactions in the U.S. and 34% globally. By the end of 2015, mobile share is forecast to reach 33% in the U.S. and 40% globally."

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How to protect your business from joining the plague of forgotten travel apps

How to protect your business from joining the plague of forgotten travel apps | The Insight Files | Scoop.it

Forgotten travel apps are a blot on the landscape of the travel and holiday sectors, according to the latest Ipsos UK research. The research included a survey of 400 users online in each of the three verticals: Restaurants and Takeaways, Travel and Holiday and Shopping. The number of users forgetting at least one app in the category sits at 49% for travel and holiday, the highest of any sector. This makes sense given the periodic and temporary nature of travel. However, this also highlights a challenge for those travel apps seeking to inspire consumers to make an actual travel purpose. Travel has the highest number of apps forgotten, at 33% which again points to the one-off nature of the vertical. Users download an app for a specific use, trip or function and then it slips their mind without ongoing engagement. This article lists different re-engagement strategies that businesses can use in order to address these challenges.

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Luxury travel brands can't afford to be so far behind in digital engagement

Luxury travel brands can't afford to be so far behind in digital engagement | The Insight Files | Scoop.it

While many luxury travel services have well-designed websites, many seem to lack the innovation that might be evident in their services, and have simple sites with little online engagement. Luxury hotels and travel brands reluctant to invest in digital technologies have seen a lack of engagement with their consumers, resulting in a loss of market share due to their disregard for a very obvious behavioural shift amongst their luxury consumers. Luxury brands that fail to develop sophisticated digital presences and purchase pathways are beginning to face competition from Airbnb, which many stakeholders did not believe had the potential to touch the luxury sector. Find out more. 

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Eurail reveals Australia’s latest travel trends 

Eurail reveals Australia’s latest travel trends  | The Insight Files | Scoop.it

Eurail's survey of 1000 Australians, aged 18 years and older, revealed that social media influence is in, the gap year is high on the ‘wish list’, and your chosen means of travel can make or break your trip. The results confirm that travel envy is the major deciding factor of holiday choices, with 47 per cent of Australians likely to gain inspiration from their friends and 44 per cent of millennials from social media. That is, millennials are more likely to book a destination after scouring through social media. Additionally, the elusive gap year has made a comeback, but no longer is the adventure reserved for ‘schoolies’ aiming for a taste of adventure after high school exams. The most popular type of gap year, according to 46 per cent of those surveyed, would be to explore Europe’s great cities at a leisurely pace. Find out more.

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Vasu Devan's curator insight, January 7, 12:56 AM
Wonder why Eurail is interested in Australia! 
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How the iPhone changed the way we travel for better or worse

How the iPhone changed the way we travel for better or worse | The Insight Files | Scoop.it

The hardware and evolving software on the iPhone removed friction for travellers in immeasurable ways. It has also created friction. The iPhone beckons us whenever we have an idle moment, forcing us to miss some of the things that make travel, particularly solo travel, so beautiful. With the advent of the iPhone, format, user experience, and consumption were undoubtedly changed forever, which in turn changed the way we travel. Find out more. 

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European travellers embrace smartphone shopping

European travellers embrace smartphone shopping | The Insight Files | Scoop.it

This year marks the 10th anniversary of the very first iPhone, and smartphone ownership is still on the rise in Europe. The near ubiquity of mobile has led to enormous expectations about mobile booking in travel. However, it's evident that not everyone has embraced the switch from point-and-click to touch-and-swipe for the entire travel planning journey. The top five travel-related activities performed on smartphones are all associated with research-related activities. Once the research is done, however, most travellers switch to the desktop to finalise their plans. Flight and hotel bookings are over five times as likely to be made on desktop and laptop computers than on the powerful, convenient smartphones in travellers' pockets. Find out more.

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85% of holidaymakers have no idea where to go

85% of holidaymakers have no idea where to go | The Insight Files | Scoop.it

According to new data from US tracking firm Dialogtech, 44 per cent of people who book travel on their smartphones do so by calling. Travel marketers have a unique opportunity to reach travellers by taking ownership of the call channel to drive more bookings and increase ROI. In this infographic from Dialogtech you can discover how travel shoppers do their research, and six strategies to drive more revenue from digital when you combine it with another powerful channel. Find out more.

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Asia Pacific one of the fastest growing online travel markets in 2017

Asia Pacific one of the fastest growing online travel markets in 2017 | The Insight Files | Scoop.it

According to Expedia and Phocuswright's '2017 Phocus Forward: The Year Ahead in Digital Travel' report, Asia Pacific is one of the fastest growing online travel markets in 2017. Based on the report's findings, global online travel bookings this year should read USD567 billion. By 2020, the Asia Pacific region is likely to be the largest travel and online travel market globally, predicted to represent 42% of total travel demand and 37% of online travel demand by 2020. The report predicts that much of APAC's online travel growth will be led by mobile bookings, particularly in China. China is already the world's second-largest travel market and will become the Asia Pacific's most highly penetrated online market this year. Find out more.

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Pam Ivey's curator insight, October 5, 2017 9:37 AM
Not surprising since many of my travel friends have been. I'm next!
 
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The must-know stats from the 2017 Sensis Social Media Report

The must-know stats from the 2017 Sensis Social Media Report | The Insight Files | Scoop.it

The Sensis Social Media report is an annual survey of 800 consumers, 1,000 SMBs and 100 large businesses on how they use social networking sites such as Facebook, LinkedIn and Twitter. Notably, almost eight in 10 people (79%) now use social media, which is 10 points higher than last year. More than a third of people now access social media more than five times per day (35%), which is up from 26% last year. Among 18-29 year olds 89% check-in at least once per day. Visual platforms continue to grow in popularity, with Instagram seeing a 15 point jump in users (from 31% to 46%). However, Facebook remains the most popular, with 94% of social media users on the platform. Find out more.

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Social media statistics in Australia - Facebook usage

Social media statistics in Australia - Facebook usage | The Insight Files | Scoop.it

According to the ABS Population Clock, there are approximately 24.4 million Australians. Facebook's recent data shows there are now 17 million active Australians on Facebook. Therefore, approximately 70 per cent of the total Australian population is an active Facebook user. Furthermore, approximately 50 per cent of the Australian population logs into Facebook on a daily basis. Find out more.

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Ranting online about travel more popular than trying to get a refund

Ranting online about travel more popular than trying to get a refund | The Insight Files | Scoop.it

Research has shown that venting one's anger online about a poor travel experience is proving a more popular pursuit than taking it up with an official body. The study by MarkMonitor of almost 3,300 travellers in the UK, US, Germany, France, Italy, Denmark, Spain and the Netherlands found that 42% would post a grumble on the web in the first instance while only 40% would try to get  a refund from the product seller. Just over one-third would be sufficiently angered by the poor experience to take it up with an official trade organisation or licensing body. Find out more.

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Engaging with India's tech savvy inbound market

Engaging with India's tech savvy inbound market | The Insight Files | Scoop.it

A jointly-published report from the Internet and Mobile Association of India and Indian Market Bureau International stated that India was expected to surpass the US as the second largest internet user base globally, behind China. The same report indicated that India had shown a year on year growth in Internet usage, from 2013, to 2014, of 32%. Much of this increase can be attributed to a decrease in hardware costs and the resulting increase in mobile penetration. According to Nielsen, 36% of Indian mobile phone users are now using smartphones. Amadeus estimates that 17% of Indian leisure travellers are using their smartphones for travel-related arrangements, while a significant 42% of Indian business travellers did so. Find out more of the study's results.

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Lessons learned from user testing hotel websites

Lessons learned from user testing hotel websites | The Insight Files | Scoop.it

To highlight how user testing can be useful in finding opportunities to improve, Tnooz examined three of the most popular sites when looking for a hotel: Hilton, Booking.com and Skyscanner.


Among the lessons learned from assessing these websites include:


  • Flexibility
  • Including search by attraction
  • Using attractive imagery
  • Powerful filtering
  • Considering localisation
  • Being instantly recognisable


Find out more.

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Panos Fotiadis's curator insight, May 26, 2015 2:45 AM

does your hotel's website follow above guidelines ?

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Why visual content can damage a travel brand

Why visual content can damage a travel brand | The Insight Files | Scoop.it

Even beyond the debate over distribution, as a hotelier (or any travel brand), marketing your property to consumers is essential. One of the best ways to show off a hotel is to use visual content. While a picture is worth a thousand words, some hoteliers would be surprised to find that the photos they are using may be hurting their travel brand. This may be attributed to one or more of the following reasons:


  • Your photos are too small.
  • There are not enough photos.
  • Your photos are outdated.


Click here for more information.

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