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 - Presentation Transcript

    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

    + Stuart HemerlingStuart Hemerling, 2 years ago

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