Travel 2.0 is Web 2.0 applied to  the world of consumer travel.  prophis.com | imarketinsights.com
prophis.com | imarketinsights.com Travel 2.0 is online travel that is:  Traveler “community” generated Experience sharing ...
Travel 2.0 communities can incorporate many Web 2.0 aspects. Some of the most common… prophis.com | imarketinsights.com
Popular Travel 2.0 Functions Organizing   bookmarking, rss feeds, tagging, itinerary planning tools  Creating   and  Infor...
The core unique function of Travel 2.0 is sharing experiences.  Net ratings and reviews from  travelers , not industry.  p...
Net ratings and reviews from travelers are  important to online travelers.  prophis.com | imarketinsights.com
How important are these sources in helping you make decisions about personal travel? 78% 60% 59% 50% 30% prophis.com | ima...
Gusto   Hotel Chatter  IgoUgo   RealTravel   TripAdvisor   TravelBuddy   Travelpod   TripWolf   WAYN   Wikitravel prophis....
What are the  best known  Travel 2.0 sites among US adults?  prophis.com | imarketinsights.com
prophis.com | imarketinsights.com TripAdvisor  is the  best known . But travelers know about a several others too.
Travel 2.0 site “brand” prompted awareness among US online travelers TripAdvisor   Travel Buddy Wikitravel Travelpod IgoUg...
What are the  most visited  Travel 2.0 sites among US adults?  prophis.com | imarketinsights.com
prophis.com | imarketinsights.com TripAdvisor  is also the  most used  by US online travelers.
Past 12 months usage among US online travelers   TripAdvisor   Travel   Buddy Wikitravel RealTravel Travelpod 17% 9% 4% 4%...
What about  personal travel spend potential  for those who visit travel 2.0 sites compared to other online travelers?  pro...
Those who use travel 2.0 sites  are more likely to come from high income households  than online travelers who do not. pro...
How do online travelers  rate  the  travel 2.0 communities ?  prophis.com | imarketinsights.com
Online travelers reviewed and rated 10 Travel 2.0 sites over 10 dimensions. 57%  rated the sites overall very good  or  ex...
What were the  strongest predictors  of positive  overall ratings  of Travel 2.0 sites by online US travelers? Professiona...
One travel 2.0 community that rated consistently “above-norm” was  RealTravel . Especially for professionalism and look/fe...
Conclusions   Online travel communities are making a significant and positive impact on travelers and “changing the game” ...
Conclusions   As consumer expectations evolve, so too must response from industry players.  prophis.com | imarketinsights....
Thank you for your attention!  Further details available through: www.imarketinsights.com Detailed travel 2.0 consumer rep...
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Travel 2.0 Communities: Who they are and why they matter

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Some background info about online travel and online travel communities (travel 2.0 communities)

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Travel 2.0 Communities: Who they are and why they matter

  1. 2. Travel 2.0 is Web 2.0 applied to the world of consumer travel. prophis.com | imarketinsights.com
  2. 3. prophis.com | imarketinsights.com Travel 2.0 is online travel that is: Traveler “community” generated Experience sharing focused Travel 1.0 is online travel that is: Industry generated Sales and marketing focused
  3. 4. Travel 2.0 communities can incorporate many Web 2.0 aspects. Some of the most common… prophis.com | imarketinsights.com
  4. 5. Popular Travel 2.0 Functions Organizing bookmarking, rss feeds, tagging, itinerary planning tools Creating and Information Seeking travel blogs and vlogs, travel journals, traveler ratings and reviews , up and downloading photos and videos Interacting communities , profiles, applications Mashing mapping , integration of local destination content Integrating cell phone, social networking prophis.com | imarketinsights.com
  5. 6. The core unique function of Travel 2.0 is sharing experiences. Net ratings and reviews from travelers , not industry. prophis.com | imarketinsights.com
  6. 7. Net ratings and reviews from travelers are important to online travelers. prophis.com | imarketinsights.com
  7. 8. How important are these sources in helping you make decisions about personal travel? 78% 60% 59% 50% 30% prophis.com | imarketinsights.com Note: Survey of US online adult travelers, those answering 4 or 5 on 5 point importance scale. Source: Prophis eResearch, August 2008 People you know personally Well-known sites like Expedia Destination websites Net travel ratings and reviews Well-known travel guide books 26% 17% 11% TV shows about travel Mass media advertising Travel blogs
  8. 9. Gusto Hotel Chatter IgoUgo RealTravel TripAdvisor TravelBuddy Travelpod TripWolf WAYN Wikitravel prophis.com | imarketinsights.com Some of the biggest stand-alone travel 2.0 communities in the US are…
  9. 10. What are the best known Travel 2.0 sites among US adults? prophis.com | imarketinsights.com
  10. 11. prophis.com | imarketinsights.com TripAdvisor is the best known . But travelers know about a several others too.
  11. 12. Travel 2.0 site “brand” prompted awareness among US online travelers TripAdvisor Travel Buddy Wikitravel Travelpod IgoUgo 48% 33% 25% 14% 11% prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008
  12. 13. What are the most visited Travel 2.0 sites among US adults? prophis.com | imarketinsights.com
  13. 14. prophis.com | imarketinsights.com TripAdvisor is also the most used by US online travelers.
  14. 15. Past 12 months usage among US online travelers TripAdvisor Travel Buddy Wikitravel RealTravel Travelpod 17% 9% 4% 4% 3% prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008
  15. 16. What about personal travel spend potential for those who visit travel 2.0 sites compared to other online travelers? prophis.com | imarketinsights.com
  16. 17. Those who use travel 2.0 sites are more likely to come from high income households than online travelers who do not. prophis.com | imarketinsights.com
  17. 18. How do online travelers rate the travel 2.0 communities ? prophis.com | imarketinsights.com
  18. 19. Online travelers reviewed and rated 10 Travel 2.0 sites over 10 dimensions. 57% rated the sites overall very good or excellent . prophis.com | imarketinsights.com
  19. 20. What were the strongest predictors of positive overall ratings of Travel 2.0 sites by online US travelers? Professionalism Look / Feel Quality of Content prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008
  20. 21. One travel 2.0 community that rated consistently “above-norm” was RealTravel . Especially for professionalism and look/feel. prophis.com | imarketinsights.com Ratings by US online adult travelers, Prophis eResearch, August 2008
  21. 22. Conclusions Online travel communities are making a significant and positive impact on travelers and “changing the game” of online travel. prophis.com | imarketinsights.com
  22. 23. Conclusions As consumer expectations evolve, so too must response from industry players. prophis.com | imarketinsights.com
  23. 24. Thank you for your attention! Further details available through: www.imarketinsights.com Detailed travel 2.0 consumer report for sale at: www.prophiseresearch.com/store prophis.com | imarketinsights.com

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