Jesse Desjardins is the Global Manager, Social & Content, Tourism Australia. He has also been identified as one of the world's top 10 Destination Marketers. Jesse has just completed a thesis that is a must-read for any aspiring or seasoned destination marketer. It takes us through lessons learned from the iconic shrimp on the barbie campaign advertisement which was part of the Wonders Down Under campaign in the 1980s by the then, Australian Tourist Commission. In his thesis, Jesse shows us how it wasn't just all about "Hoges'. We … [Read more...]
MICE Business: Do You Really Understand Your MICE Customer?
Not winning as much Meetings, incentives, conferences and events (MICE) business as you would like? You need to understand your MICE customer. It’s the oldest saying in marketing that you need to know your customer. Yet I continue to see hotels, venues and destinations who make elementary mistakes in their relationships with MICE buyers because they don’t understand their needs. One of the most common mistakes is that to focus solely on the end consumer: the company for whom the event or incentive trip is being organised. And worse, solely on … [Read more...]
FREE Luxury Travel Trends White Paper
It's exciting times for MyTravelResearch.com in the Luxury Travel trends space. We recently announced our partnership with Luxperience to create a new and exciting Insights to Action report into the minds of luxury buyers and consumers. You can find more information here In the meantime, we have just published a free report on Luxury travel for you to download. Free Luxury Travel Trends and Insights White Paper In this report, we define what luxury travel is and we explore who is the luxe consumer. We show you how to connect with them in … [Read more...]
Generation Z and Tourism Marketing
The travel and tourism environment is always changing. Just when you had got used to the idea of Gen Y, Gen Z is about to enter our markets (in fact as influencers they are already there). Gen Z are in their late teens / early 20's. They are digital natives living in a world previous generations have damaged. They demand respect and are ready to engage. We haven't heard a lot about them yet, but they are ready to travel! In this short video chat, Carolyn Childs, Head of Travel Research at MyTravelResearch.com will introduce you to the next … [Read more...]
Perception is Reality Marketing Both in Diplomacy and Tourism
Perceptive readers of this blog will notice that I tend to draw on a lot of history - and especially military history - analogies. (So as you can imagine I am loving doing all the work on our culture and heritage blogs right now – and watching with great interest all the coverage for the Anzac Day Centenary) In my piece on tourism strategy and the lessons from World War I, I drew on Margaret Macmillan’s great book ‘The war that ended peace” to see the lessons for strategy in tourism businesses. As I noted then, there have been no shortages of … [Read more...]
Like plaiting fog? Defining cultural and heritage tourism
In our previous blog on this topic, we noted the value of cultural tourism to the visitor economy. But just like tourism (the visitor economy anyone?), cultural tourism is an often confusing and complex industry that is quite difficult to describe. There is little agreement as to what constitutes cultural tourism. Moreover, because culture and heritage are inherently linked, it’s hard to separate “culture” and “heritage” in the mind of the consumer. So we thought it might be useful to summarise some of the issues and come up with a working … [Read more...]
How Culture and Heritage Tourism Boosts More Than A Visitor Economy
Culture and heritage tourism plays a critical role in building the visitor economy and goes even beyond that. A recent survey showed that over 50% of respondents polled agreed that history and culture are strong influences on their choice of holiday destination. Culture and heritage tourism is a fast-growing and high-yielding sector Statistics also indicate that culture and heritage tourism continues to grow as rapidly, especially in OECD and APEC regions. We estimate the direct global value of culture and heritage tourism to be well over … [Read more...]
How Travellers Plan and Book Their Trip
In this recorded webinar we take you through the journey of what happens when travellers start dreaming of a holiday right through to their post holiday sharing. You will see that content is crucial to your tourism and marketing strategy.We also show you some cases of where it is done well.Press the play button on top of the travelling pooch.[icon name="fighter-jet" class=""] Do you want to hear more from us? Want to be kept up to date with the latest travel and tourism insights? Join Our Mailing List. Every 2 weeks, we send the latest … [Read more...]
How to Engage with Booming Tech-Savvy Indian Travellers
One of the great side benefits of participating in Australia Business Week in India earlier this month was the chance for some ‘ethnographic’ observation of this exciting source market. One of the most noticeable observations we have made has been around the Indian travellers market’s tech-savviness. A jointly-published report from the Internet and Mobile Association of India (IAMAI) and IMRB (Indian Market Research Bureau) International stated that India was expected to surpass the US as the second-largest internet user base globally, behind … [Read more...]
The Travel Path To Purchase – Dreaming
Parks Canada has just announced that it will be putting Wifi into Canada’s National Parks. This has provoked a flurry of debate. Surely the point of a National Park is to enjoy wilderness and undisturbed by emails or the need to connect? After all, we now recognise Nature-Deficit Disorder as a condition and JWT identifies Mindful Living as a key trend. SHARING SPURS DREAMING But I’m going to disagree - this is a fantastic initiative. Sharing has a strong role in driving conversion across the Path to Purchase. Over the years I’ve worked … [Read more...]