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You are here: Home / Archives for Free Content

5 Challenges Facing Regional Tourism in Australia

by Bronwyn White 2 Comments

"Tourism Gross Domestic Product (GDP) grew 7.4% in 2015–16, well ahead of the 2.3% growth rate for the wider economy. This strong growth is expected to continue, with Tourism Research Australia’s (TRA) forecasts showing that total overnight tourism spend will increase to $196.3 billion by 2026–27, up from $96.8 billion in 2015–16". Tourism Research Australia. So, as delegates gear up for the Australian Regional Tourism Network (ARTN) annual conference, 23 - 26 October in Canberra, MyTravelResearch.com outlines the key challenges that regional … [Read more...]

Filed Under: Blog, Free Content Tagged With: ARTN, regional tourism

Is your tourism business ready for a seismic shift in demographics?

by Carolyn Childs Leave a Comment

Pick your metaphor: Demographic tsunami or seismic shift .   Whatever you choose, the largest shifts in demographics we may ever have seen are coming to your key markets. The overlap between demographics and generations that govern most marketing assumptions (e.g. that Millennials are Youth travellers) are changing. Whatever demographics you target, be it  Baby Boomers, Millennials, Gen Z or Chinas 90s kids, you need to understand what is about to happen.  To help you understand the implications, MyTravelResearch.com has worked with PATA to … [Read more...]

Filed Under: Blog, Free Content Tagged With: Demographics, Destination Marketing, Gen Y, Gen Z, Millennials, Seniors travel research, Tourism marketing, Travel research

Is luxury travel really that unique?

by Carolyn Childs Leave a Comment

Travel REsearch

I’ve just finished researching a whitepaper on luxury travel ahead of launching our exciting Luxperience MyTravelResearch.com luxury travel research.  So I was really delighted when Australian public broadcaster SBS showed a two-part story from the BBC/Tern Television on ‘The Story of Luxury’. It’s one of the nice things about being a researcher is that business and pleasure so often intermingle. The series starts with concepts of luxury from Ancient Greece and then looked at how these evolved both there and in the European Middle Ages. It was … [Read more...]

Filed Under: Blog, Free Content Tagged With: luxury tourism, Luxury travel, Tourism Innovation, Tourism marketing, Tourism product development, Tourism strategy, Tourism trends, Travel research

Talking dirty: how toilet tourism can change the world

by Carolyn Childs Leave a Comment

Every year I love reading about the Ig Nobel Award.  This is an international science award that every year recognises a great truth about humans. If we can make an emotional connection to an issue, we are more likely to do something about it.  The idea of the award is to recognise science that ‘first makes you laugh and then makes you think’. The same is true of #toilettourism: the impact that toilets can have on the visitation of a place.  Whenever we talk about it – including when Bron published her piece last year on the subject - people … [Read more...]

Filed Under: Blog, Free Content Tagged With: marketing, Sponsorship, Toilet, Tourism

The science of why you need consistency in tourism branding

by Carolyn Childs Leave a Comment

Travel branding

One of the coaching calls for our Tourism Marketing Plan Blueprint™ addresses the topic of how to talk about your brand. On the call, our geek-in-chief Bronwyn talked about how consistency enables search engines like Google recognise your brand. That builds Trust, Reputation, and Authority (TRA) which come together in search to put you in front of customers at the right point to make their decision. In this article, we will discuss the vital role that consistency plays in tourism branding. Google famously does this through its algorithms. … [Read more...]

Filed Under: Blog, Free Content Tagged With: Behavioural Psychology, Semantic Search, Tourism Branding, Tourism marketing

Cashed Up, Time Rich – The Travelling Senior

by Bronwyn White 6 Comments

Senior Tourism - Did you know, that in our life time, we will never see another demographic that has as much disposable cash to spend and as much free time than our current seniors? Between us at MyTravelResearch.com, we have interviewed, researched and 'studied' thousands of seniors and their travelling habits. How they plan, their pain points, what excites them. They have big dreams and a bucket list to smash. Yet, I still see the travel industry not really taking them seriously.  Still talking to cringe-worthy stereotypes that … [Read more...]

Filed Under: Blog, Free Content Tagged With: Senior tourism, seniors

Perception is Reality Marketing Both in Diplomacy and Tourism

by Carolyn Childs Leave a Comment

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...]

Filed Under: Blog, Free Content Tagged With: Online Reputation For Travel, Tourism Branding, Tourism marketing, Tourism Planning

Like plaiting fog? Defining cultural and heritage tourism

by Carolyn Childs Leave a Comment

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...]

Filed Under: Blog, Free Content Tagged With: Cultural tourism, Heritage tourism, Tourism Branding, VFR Research

How Culture and Heritage Tourism Boosts More Than A Visitor Economy

by Carolyn Childs 27 Comments

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...]

Filed Under: Blog, Free Content Tagged With: Cultural tourism, Heritage tourism, Tourism

How to Engage with Booming Tech-Savvy Indian Travellers

by Carolyn Childs 1 Comment

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...]

Filed Under: Blog, Free Content, Uncategorized Tagged With: Content Marketing, Digital Marketing For Tourism, Indian tourists, Tourism marketing, Traveller Path To Purchase

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