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Fáilte Ireland: COVID-19 Business Supports Hub 

Fáilte Ireland: COVID-19 Business Supports Hub  | Winning Business | Scoop.it

In response to the COVID-19 crisis and the impact it is having on the tourism sector, we are targeting our business supports to respond to the most urgent challenges and threats tourism businesses are now facing.   

 
All of these supports can be accessed through our customised support hub which will be continuously updated as the COVID-19 pandemic evolves. 

 

Click on image above to see the range of supports available.

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Failte Ireland Research: Business Tourism Sentiment Tracker 

Failte Ireland Research: Business Tourism Sentiment Tracker  | Winning Business | Scoop.it

Fáilte Ireland presents the results from the second wave of research conducted with International Associations, Agents and in-House Planners in Britain, Germany, and the US. Interviews were conducted in Q3 and Q4 2021.

This wave focused on their future planning and the impact of Covid-19 on short- and medium-term destination decision-making.

Other areas that were explored include the role of technology and  hybrid events, see more by clicking the image above. 

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GlobalWebIndex Research: Social Media Trends 2022

GlobalWebIndex Research: Social Media Trends 2022 | Winning Business | Scoop.it

Global Web Index looks at Social Media Trends in 2022 including:

 

  • Time spent on Social Media  
  • Top Performing Platforms
  • Differences between Markets 
  • Behavioural Trends 

See more in the report above.

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Think with Google: The Never-Ending Travel Customer Journey

Think with Google: The Never-Ending Travel Customer Journey | Winning Business | Scoop.it

Over 7000 travellers from six countries were asked how they plan a trip from begining to end, starting with what inspired them to travel.   

 

When it comes to travel, inspiration is everywhere.   But people don't act on every inspiration, each traveller has  underlying needs that vary by trip.   While needs can be emotional or functional, they're the considerations that matter most to each traveller — often more than price.

 

But how do marketeers know what those needs are? 

 

Read more in this new report from Think with Google 

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Comreg Research:  Mobile Service Usage Trends in Ireland 2019 

Comreg Research:  Mobile Service Usage Trends in Ireland 2019  | Winning Business | Scoop.it

The Commission for Communications Regulation (ComReg) recently published results from its 2019 Mobile Consumer Experience Survey which reveals a trend towards an increasingly digital Irish society. 

 

The survey results show: 

  • Handset ownership is almost universal across the country.
  • The Irish user is increasingly engaged spending more time online compared to 2017,
  • Accessing social media is the most common online activity.
  • Smartphones are the handsets of choice

 

See more in the infographic above. 
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Tourism Review: Spain is Leading the Way in Accessible Tourism Policies 

Tourism Review: Spain is Leading the Way in Accessible Tourism Policies  | Winning Business | Scoop.it

Spain is one of the only few countries to guarantee easy access to all its cultural sites. The country has made sure the routes leading up to its tourist interest points are wheelchair friendly and are not blocked by barriers. 

 

New transport standards and urban planning rules have also been introduced.  

 

Two cities, Pamplona and Bilbao have been noted for for their innovative approach to accessible tourism.  

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British Museum: How a World-Class Museum Inspires Millions of Followers on Social Media

British Museum: How a World-Class Museum Inspires Millions of Followers on Social Media | Winning Business | Scoop.it

Every year the British Museum welcomes millions of visitors, they are now attracting equally large crowds—nearly 4 million followers on social media (Facebook, Instagram & Twitter). 

 

In this podcast, the museum’s senior digital marketing manager tells us how are now engaging with these new audiences. 

 

Click to hear how or read the transcript. 

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Fáilte Ireland Research: Overseas Holidaymakers' Attitudes to Ireland 2018

Fáilte Ireland Research: Overseas Holidaymakers' Attitudes to Ireland 2018 | Winning Business | Scoop.it

Knowing more about holidaymakers' needs during the holiday experience provides tourism businesses with opportunities to influence holidaymaker decision making.    

 

In this review learn how overseas holidaymakers: 

  • decide on Ireland as a destination,
  • how they plan their trip,
  • what influences their decision making
  • if their expectations were met
  • and how tourism businesses can act on these insights. 
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Phocuswright: Traveller preferences: chat with humans vs. bots

Phocuswright: Traveller preferences: chat with humans vs. bots | Winning Business | Scoop.it

Chatbots (Computer Powered Assistant) have a broad range of applications for travel, from planning and booking to customer service. 

 

Phocuswright investigates how comfortable travellers are with completing travel-related activities via text or chat,  and by Chatbot.     

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Fáilte Ireland Research: German Holidaymakers Marketing Guide

Fáilte Ireland Research: German Holidaymakers Marketing Guide | Winning Business | Scoop.it

The German market is attracted to coastal areas, cliffs, and rocky seascapes that are not available at home. They like to explore and engage with scenery in an active way however activity by itself
is not enough. Soaking up the atmosphere of an authentic
culture is equally important.

 

Read more about how to position your experience and target the German market.

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PhocusWire: Four Steps to Personalise the Traveller's Path to Purchase 

PhocusWire: Four Steps to Personalise the Traveller's Path to Purchase  | Winning Business | Scoop.it
By taking a data-driven approach to the customer journey, travel businesses can better recognize intent signals to personalize the journey to users as they browse.
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PhocusWire: Travellers Have Big Frustrations with In-Destination Services Online (Amadeus Research) 

PhocusWire: Travellers Have Big Frustrations with In-Destination Services Online (Amadeus Research)  | Winning Business | Scoop.it
Amadeus reports that about one quarter of travellers say they don’t have time to plan experiences when in a destination and the  
situation is worsened by the inability to access what they need via mobile.
 
The study also reveals that what business and leisure travellers want from destination services is broadly similar, but their priorities differ. Click on image to see the article or access the full report at the link below:  

 https://amadeus.com/en/insights/white-paper/destination-x 

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GlobalWeb Index: Rethinking “Trust” in a New Era of Data Privacy

GlobalWeb Index: Rethinking “Trust” in a New Era of Data Privacy | Winning Business | Scoop.it

GDPR has shifted the balance of power towards the consumer as a result:

  • Consumers are more privacy-aware, but still don’t feel in control.
  • Many internet users globally are worried about how companies are using their personal information.    

 

GlobalWeb Index conducted a special study in the UK and U.S. to gauge consumer sentiment towards modern data privacy.   See the findings in the article above. 

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CSO Research: Internet Coverage and Usage in Ireland 2021 

CSO Research: Internet Coverage and Usage in Ireland 2021  | Winning Business | Scoop.it

This CSO survey found that: 

  • Nine in 10 (90%) persons were recent internet users, while nearly nine in 10 (89%) internet users go online every day or almost every day
  • More than a third of daily internet users use it all the time or nearly all the time, up six percentage points from 2020
  • In 2021, more than one quarter (26%) of younger persons     (16 to 29 years) used the internet all the time
  • The majority of internet users (95%) use a smartphone or mobile phone to go online, while three quarters (75%) use a laptop. 

See more in the statistical release.  

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Deloitte Research: Digital Usage and Consumer Trends 2021

Deloitte Research: Digital Usage and Consumer Trends 2021 | Winning Business | Scoop.it
Our world surrounds us with connected devices and the number of devices that are now connected are increasing. 87% of all respondents have access to at least one connected device/appliance in their homes.
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Think with Google: Search, Video, and the Purchase Journey

Think with Google: Search, Video, and the Purchase Journey | Winning Business | Scoop.it
  • Marketeers often think of search and video as two distinct channels that require different strategies 
  • But people move through the purchase journey on their own terms, seamlessly shifting between search and video,
  • Google research shows that, on average, advertisers who run YouTube video ads in addition to Google Search ads see 3% higher search conversion rates and a 4% lower search cost per acquisition compared to advertisers who run Google Search ads alone.

 

What does this mean for you?

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Eye for Travel: The State of Hospitality Distribution: Metasearch 

Eye for Travel: The State of Hospitality Distribution: Metasearch  | Winning Business | Scoop.it

Metasearch engines have evolved from being a practical tool for the consumer to plan with, to being able to book directly on them, and now they are addressing the inspiration phase as well.

 

The simplicity of the concept has been attractive to the consumer  and most sites have added to their offering with thousands of peer reviews and property-provided details.

 

Travellers have been further empowered to make their own travel decisions and have seen an explosion of choice.

This report investigates the effects of metasearch on the hospitality industry, the challenges its rise has created and how best to use the channel.

 

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Phocuswire: Why Voice is the Travel Marketers’s Next Destination 

Phocuswire: Why Voice is the Travel Marketers’s Next Destination  | Winning Business | Scoop.it

According to Comscore by 2020, over 50% of all searches will be done by voice and Gartner predicts that 30% of web browsing sessions will be done without a screen by next year too. 

 

This makes sense, the average human can speak 150 words per minute, but only type 40 words during that time.  Voice conveys emotion, tone and subtleties that text is unable to capture. 

 

Read more about how this shift in human-computer interaction brings with it new customer expectations and how marketers can address these.   

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IPSOS: Posting on Social Media: Usage and Privacy 

IPSOS: Posting on Social Media: Usage and Privacy  | Winning Business | Scoop.it

This report looks at what which countries are the most active on social media, the platforms they use and how privacy differs across countries. 

  • Mexico, Brazil, and China are the top “social” countries
  • Twitter is by far the most “public” social media while Facebook and Instagram are the most “private”
  • Russians and Chinese show less concern about privacy
    of content. 
  • 23% of people never post anything on social media, 60% of Japanese social media users never post vs. 26% in developed markets  

Find out more in this report. 

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Expedia/Phocuswire: Measuring True Impact in Digital Travel Advertising  

Expedia/Phocuswire: Measuring True Impact in Digital Travel Advertising   | Winning Business | Scoop.it

The Central Question:  Are Our Ads Working?

 

As the consumer is increasingly researching, shopping and booking travel online and across multiple devices, there is increased pressure on travel marketers to demonstrate what digital campaigns are working and which are not. 

 

This joint report from Expedia and Phocuswire looks at some of the methods employed in more detail. 

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Fáilte Ireland Research: British Holidaymakers Marketing Guide

Fáilte Ireland Research: British Holidaymakers Marketing Guide | Winning Business | Scoop.it

Ireland is often perceived to be an extension of the domestic offering for the British; familiar yet a flight away. Therefore Ireland competes against other British ‘domestic destinations’ as well as other destinations in Europe within easy flying distance.

 

Read more about how to position your experience and target the GB market.

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Fáilte Ireland Research: US Holidaymakers Marketing Guide

Fáilte Ireland Research: US Holidaymakers Marketing Guide | Winning Business | Scoop.it

On average, Americans receive a lower number of statutory holidays compared to Europeans. Consequently they need reassurance that they are getting the most out of their time and that there is lots to see and do (that’s different to home) to motivate travel.

 

Read more about how to position your experience and target the American market.

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Expedia Research: Multi-National Travel Trends  

Expedia Research: Multi-National Travel Trends   | Winning Business | Scoop.it

Expedia takes a look at the Motivations and Behaviours of Expedia customers across 11 countries.   

Key takeaways are that: 

  • Travel decisions are emotional 
  • Value does matter.  
  • Most travellers are considering multiple destinations
  • Travellers turn to OTAs for inspiration and booking

See more details in this report.  

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Fáilte Ireland Research: French Holidaymakers Marketing Guide

Fáilte Ireland Research: French Holidaymakers Marketing Guide | Winning Business | Scoop.it

The French market is drawn to authenticity and therefore have a low threshold for any marketing or tourism experiences that they do not perceive to be credible. 

Read more about how to position your experience and target the French market.

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Eye for Travel: Converting the Consumer 

Eye for Travel: Converting the Consumer  | Winning Business | Scoop.it

This report examines how to drive customers down the travel purchase funnel

From understanding where the customer is in their journey, to delivering personalised content, to creating fantastic digital experiences.    

 

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