Using Content Management In Travel


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How to leverage content management to go from a Travel 1.0 to a 2.0 web experience and examples of companies already leading the way

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Using Content Management In Travel

  1. 1. Moving from Travel 1.0 to 2.0 using Content Management Solutions focus on online travel websites.
  2. 2. <ul><li>What was Travel 1.0 ? </li></ul><ul><li>1 st generation travel sites – moving from offline brochure to online websites. </li></ul><ul><li>All about electronic brochure content, price and one way conversations . </li></ul><ul><li>What did Travel 1.0 achieve ? </li></ul><ul><li>Sophisticated online booking engines focusing on price comparison. </li></ul><ul><li>Content produced for offline made available electronically online. </li></ul><ul><li>Access to broader audience via the internet. </li></ul><ul><li>Reduction in costs associated with traditional media outputs. </li></ul><ul><li>Ability to quickly change prices and content (not possible with print). </li></ul><ul><li>Additional channel to market to accompany traditional sales channels. </li></ul>Travel 1.0 – the simple user experience
  3. 3. Travel 1.0 – the simple user experience <ul><li>Why was Travel 1.0 not enough ? </li></ul><ul><li>Travel is about more than simple brochure content and prices. </li></ul><ul><li>Where has Travel 1.0 failed ? </li></ul><ul><li>Interaction with customer is short and based on best price and booking. </li></ul><ul><li>Travel web sites have become price comparison exercises. </li></ul><ul><li>Users online travel experience is poor relative to other online experiences. </li></ul><ul><li>The travel experience has been reduced to one selling point. </li></ul><ul><li>Price has become sole motivator for purchase behaviour. </li></ul><ul><li>Price has become the only differentiator between travel web sites. </li></ul><ul><li>Industry generated content is perceived as biased and suffers credibility. </li></ul><ul><li>Industry generated content is often seen as out of date and manipulated. </li></ul>
  4. 4. Looking beyond Travel 1.0 <ul><li>How has the online traveller changed ? </li></ul><ul><li>Users have moved beyond brochure content & price comparison web sites. </li></ul><ul><li>Users are familiar with Web 2.0 Concepts – Blogs,Forum,Wiki‘s. </li></ul><ul><li>Users want to be creative, share information & collaborate with each other. </li></ul><ul><li>Customers are confident and want to be their own travel agent! </li></ul><ul><li>What are the ‘new’ goals of a travel web site ? </li></ul><ul><li>To motivate potential travellers to begin a purchasing process. </li></ul><ul><li>To provide travel expertise to a learning, receptive and more advanced audience. </li></ul><ul><li>To meet the needs of a traveller engaged in a purchasing process (not just the desires). </li></ul><ul><li>To aggregate content in a manner that provides value. </li></ul><ul><li>To make a decision possible 24/7 not just 9 to 5. </li></ul>
  5. 5. Travel 2.0 – the enhanced user experience <ul><li>What is Travel 2.0 and what is the future ? </li></ul><ul><li>2nd generation travel sites are about the user and an enhanced experience. </li></ul><ul><li>All about aggregated content, price and two way conversations . </li></ul><ul><li>What do users ‘want’ to enhance their experience ? </li></ul><ul><li>To be able to pre-experience a holiday or trip. </li></ul><ul><li>To speculate about their travel plans without sales contact. </li></ul><ul><li>To enjoy an asynchronous learning experience any time of the day. </li></ul><ul><li>Travellers love to talk about travel – they want to share their trips. </li></ul><ul><li>Bragging rights - to be able to be seen as a well travelled person. </li></ul><ul><li>Via the social network travel becomes a hobby with a network of friends. </li></ul><ul><li>To be presented with content that is accepted by the user as valuable info . </li></ul><ul><li>To read feedback from other travellers during the purchase process. </li></ul><ul><li>Prices for ‘products‘ that are available at point of selection. </li></ul><ul><li>To receive content in a variety of formats to suite their lifestyles choices . </li></ul>
  6. 6. Travel 2.0 – the enhanced user experience <ul><li>What are the strategies for creating a Travel 2.0 website ? </li></ul><ul><li>Customer centric information – personalised to a user or group. </li></ul><ul><li>Experience centric information – verticals of expertise offered to gain credibility. </li></ul><ul><li>Community based information – shared user experience with social networks. </li></ul><ul><li>Provide users with pre-experience of a destination or location. </li></ul><ul><li>Embrace Web 2.0 not as a ‘thing‘ but an approach to aggregating information. </li></ul><ul><li>What would a typical Travel 2.0 website contain ? </li></ul><ul><li>Traditional (static) brochure content. </li></ul><ul><li>Price comparisons – vertical and horizontal. </li></ul><ul><li>Blogs, Wiki‘s. Forums, Social Networks – user generated content. </li></ul><ul><li>Personalisation delivery mechanisms – implicit and explicit. </li></ul><ul><li>Rich Media – movies, sound, flash, streaming video, interactive applications. </li></ul><ul><li>3 rd Party content connectors – independent aggregated content </li></ul>
  7. 7. Travel 2.0 – the enhanced user experience <ul><li>What are the benefits of a combined Travel 1.0 and 2.0 approach ? </li></ul><ul><li>What are the business benefits to the travel industry ? </li></ul><ul><li>Potenitial customers less likely to source multiple websites. </li></ul><ul><li>Sale moves away from price centric to service centric. </li></ul><ul><li>Purchase behaviour can be invoked via enhanced experience. </li></ul><ul><li>Content created can be repacked for output to other sites. </li></ul><ul><li>Content become self supporting via customers. </li></ul><ul><li>Ownership of added content can provide further revenue opportunities. </li></ul><ul><li>What are the customer benefits likely to result in modified user behaviour ? </li></ul><ul><li>Users explore purchasing behaviour even if not in purchase mode. </li></ul><ul><li>Users are more likely to advise a site where their content is shown. </li></ul><ul><li>Users like to ‘vote‘ on an experience – content becomes inclusive. </li></ul><ul><li>Allows users to establish themselves as ‘peers‘ amongst a travel group. </li></ul><ul><li>Sites are more likely to be bookmarked and revisited if of travel value. </li></ul>
  8. 8. Using CMS solutions for Travel 1.0 and 2.0 websites <ul><li>Travel 1.0 solutions facilitated by CMS </li></ul><ul><li>Easy WYSIWYG creation of online brochure content by non technical authors. </li></ul><ul><li>Workflow processes to provide approval and audit trail of content. </li></ul><ul><li>Easy automated creation of alternative ouput such as RSS. </li></ul><ul><li>Easy creation of two way tools such as Polls, Forms. </li></ul><ul><li>Travel 2.0 solutions facilitated by CMS </li></ul><ul><li>Explicit Personalisation – content based on profiles, roles, groups </li></ul><ul><li>Implicit Personalisation – content based on users website clicking behaviour. </li></ul><ul><li>Integration with booking engines – can also be personalised. </li></ul><ul><li>Provision of Web 2.0 components – Blogs, Wiki‘s, Forums for user generated content </li></ul><ul><li>Web Services for aggregating content such as RSS, integration with booking engines or other process applications. </li></ul>
  9. 9. Examples of travel companies using Travel 1.0 & 2.0 today <ul><li>Inspirational Content + Contextual Products = Booking </li></ul><ul><li>By personalising content you can improve the customer experience and in turn increase the chance of conversions. </li></ul>
  10. 10. Examples of travel websites using Travel 1.0 & 2.0 today <ul><li> </li></ul><ul><li>displays products based on your trip location from Mr & Mrs Smith </li></ul><ul><li>Contextually recommends places of interest including bars, restaurants and fellow travelers reviews </li></ul><ul><li>Great use of visual imagery to inspire the customer. </li></ul>Personal Content + Contextual Products = Booking
  11. 11. Examples of travel websites using Travel 1.0 & 2.0 today <ul><li> </li></ul><ul><li>Select your hotel from the thousands of high quality video guides </li></ul><ul><li>View in-line reviews of the hotel while watching the video </li></ul><ul><li>Product Videos have been shown to increase bookings </li></ul>Inspirational Video + Contextual Product = Booking
  12. 12. Examples of travel websites using Travel 1.0 & 2.0 today <ul><li> </li></ul><ul><li>Empower your customers to create blogs, videos and store images </li></ul><ul><li>Provide easy, simple click sharing and subscription options </li></ul><ul><li>Display unobtrusive products and price points contextually </li></ul>User Generated Content + Contextual Product = Booking
  13. 13. Examples of travel websites using Travel 1.0 & 2.0 today Sharing Content + Contextual Product = Booking <ul><li> </li></ul><ul><li>Visitor posts video to facebook to share with friends </li></ul>
  14. 14. Examples of travel websites using Travel 1.0 & 2.0 today Sharing Content + Contextual Product = Booking <ul><li> </li></ul><ul><li>Friends view video now displaying STA Travel logo overlay </li></ul><ul><li>Clicking the video takes you to the website. </li></ul>
  15. 15. Examples of travel websites using Travel 1.0 & 2.0 today Sharing Content + Contextual Product = Booking <ul><li> </li></ul><ul><li>Post reel advert is added on the fly with live flight feeds + price </li></ul>
  16. 16. Examples of travel websites using Travel 1.0 & 2.0 today Sharing Content + Contextual Product = Booking
  17. 17. Examples of travel websites using Travel 1.0 & 2.0 today <ul><li> </li></ul><ul><li>Offer customers the option to subscribe to product notifications via RSS </li></ul><ul><li>RSS is a global standard technology adopted by Apple, Google, Microsoft and Yahoo </li></ul><ul><li>Really Simple Syndication of content and product offers </li></ul>Content Syndication + Contextual Product = Booking
  18. 18. Examples of travel websites using Travel 1.0 & 2.0 today <ul><li> </li></ul><ul><li>Westin Hotel Group’s personal renewal widget delivers a tip a day </li></ul><ul><li>offer bite-sized, practical tips to finding renewal at work, home, on the road, and everywhere in between </li></ul><ul><li>Be Useful and avoid product based widgets </li></ul>Inspirational Content + Widget = Curiosity
  19. 19. Conclusion <ul><li>Travel 1.0 was all about travel companies moving from offline brochure to online websites . </li></ul><ul><li>Resulting in one way conversations controlled by booking engines . </li></ul><ul><li>Travel 2.0 is all about user empowerment and content creation. </li></ul><ul><li>The Web has empowered customers to become their own travel agents. </li></ul><ul><li>Web2.0 technology has delivered accessible content technology to the masses </li></ul><ul><li>Content applications such as blogs, wikis, forums, widgets along with review sites such as Trip Advisor, Holidays Uncovered and Holiday Critic highlight customer opinions that influence booking decisions . </li></ul><ul><li>Travel communities such as Where Are You Now (WAYN), STA Travel Blogs, travelers point, Dopplr and encourage and inspire curiosity. </li></ul><ul><li>2 nd Generation travel websites will embrace both Travel 1.0 and 2.0 concepts and separate themselves from the competition accordingly. </li></ul>