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Using Content Management In Travel
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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

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    • Industry generated content is often seen as out of date and manipulated.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