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Travel 2.0 Communities: Who they are and why they matter
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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)

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

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  • 1.  
  • 2. Travel 2.0 is Web 2.0 applied to the world of consumer travel. prophis.com | imarketinsights.com
  • 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
  • 4. Travel 2.0 communities can incorporate many Web 2.0 aspects. Some of the most common… prophis.com | imarketinsights.com
  • 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
  • 6. The core unique function of Travel 2.0 is sharing experiences. Net ratings and reviews from travelers , not industry. prophis.com | imarketinsights.com
  • 7. Net ratings and reviews from travelers are important to online travelers. prophis.com | imarketinsights.com
  • 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
  • 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…
  • 10. What are the best known Travel 2.0 sites among US adults? prophis.com | imarketinsights.com
  • 11. prophis.com | imarketinsights.com TripAdvisor is the best known . But travelers know about a several others too.
  • 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
  • 13. What are the most visited Travel 2.0 sites among US adults? prophis.com | imarketinsights.com
  • 14. prophis.com | imarketinsights.com TripAdvisor is also the most used by US online travelers.
  • 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
  • 16. What about personal travel spend potential for those who visit travel 2.0 sites compared to other online travelers? prophis.com | imarketinsights.com
  • 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
  • 18. How do online travelers rate the travel 2.0 communities ? prophis.com | imarketinsights.com
  • 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
  • 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
  • 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
  • 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
  • 23. Conclusions As consumer expectations evolve, so too must response from industry players. prophis.com | imarketinsights.com
  • 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