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 focused Travel 1.0 is online travel that is: Industry generated Sales and marketing focused

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 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

The core unique function of Travel 2.0 is sharing experiences. Net ratings and reviews from travelers , not industry. prophis.com | imarketinsights.com

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 | 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

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…

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 IgoUgo 48% 33% 25% 14% 11% prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008

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% 3% prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008

What about personal travel spend potential for those who visit travel 2.0 sites compared to other online travelers? prophis.com | imarketinsights.com

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

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 excellent . prophis.com | imarketinsights.com

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

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

Conclusions Online travel communities are making a significant and positive impact on travelers and “changing the game” of online travel. prophis.com | imarketinsights.com

Conclusions As consumer expectations evolve, so too must response from industry players. prophis.com | imarketinsights.com

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