Digital Marketing for the Travel Industry in the Web 2.0. Scenario
Upcoming SlideShare
Loading in...5
×
 

Digital Marketing for the Travel Industry in the Web 2.0. Scenario

on

  • 19,652 views

Digital Marketing for the Travel Industry in the Web 2.0. Scenario - presented by Nirat Bhatnagar - cofounder chahiye.info

Digital Marketing for the Travel Industry in the Web 2.0. Scenario - presented by Nirat Bhatnagar - cofounder chahiye.info

Statistics

Views

Total Views
19,652
Views on SlideShare
19,264
Embed Views
388

Actions

Likes
57
Downloads
1,481
Comments
6

18 Embeds 388

http://www.francoisgoube.com 144
http://www.slideshare.net 80
http://www.voxinablog.com 57
http://www.wikio.fr 48
http://vanessajuloux.typepad.fr 27
http://localhost 9
http://157.24.205.17 5
http://pinterest.com 3
http://pmomale-mn1 3
http://10.17.208.221 2
http://www.pinterest.com 2
http://pmomale-ld1 2
http://www.matkailuwiki.fi 1
http://webcache.googleusercontent.com 1
http://cleverwood.wiki.zoho.com 1
http://wildfire.gigya.com 1
http://www.lmodules.com 1
http://translate.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 6 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Digital Marketing for the Travel Industry in the Web 2.0. Scenario Digital Marketing for the Travel Industry in the Web 2.0. Scenario Presentation Transcript

  • & Travel
  • Web 2.0 – Basics & Impact On The Travel Industry Nirat Bhatnagar Co-Founder Chahiye.info
  • Agenda What is Web 2.0 Web 2.0 Business drivers Value Chain Impact & Opportunities / Risks Content Cycle Impact Assessment Recommendations
  • What is Web 2.0 really? Beta-test long-tail widgets Remix social life-hacks Syndicate semantic weblogs
  • What Is Web 2.0 Case Study 1: Travelistic Mike likes the video a lot and puts it on his blog. It is seen by his 1300 daily readers Anne travels to Paris and uploads a video on Travelistic Mike sees the video while planning a trip to Paris 1 2 3
  • What Is Web 2.0 Case Study 2: Rrove Anne travels to Paris and tags a Moulin Rouge on the Paris map Mike sees the comment while planning a trip to Paris and decides to visit Moulin Rouge. Tags it as night life Geena searches night life in Paris on Rrove and discovers the Moulin Rouge tagged as night life by Mike 1 2 3
  • What Is Web 2.0 Case Study 3: WikiTravel
    • The Wikipedia of travel
    • Background & travel related info on 16,900 + destinations worldwide & growing!
    • Received the Webby Award for Best Travel Website
    • Web 1.0= “Web as an information source”; Web 2.0= “The participatory web”
    • Web 2.0 is about collaborating, sharing, expressing
      • Blogs, Wikis, Podcasting
    • There have been fundamental changes in technology and user adoption which have led to a Web 2.0 explosion
      • Technology evolution; open standards
      • Network effect; critical mass in almost every niche
    • Not a fad!
    The opportunity (and challenge) from Web 2.0 is significant for all industry players- offline and online. What Is Web 2.0 A few loose definitions
  • What Is Web 2.0 Web 2.0 Growth Trends Source: Technorati Blogs Social Networking Membership Source: Comscore VC Investment in Web 2.0 Source: Ernst & Young
    • Significant VC investment in Web 2.0 - its here to stay
    • User adoption of blogs & social networks to rise rapidly until 2012
    • Gen X & Gen Y prolific users of Web 2.0
    • Gradual but certain adoption by enterprises
  • Why Web 2.0 Adoption of Web 2.0 by enterprise
    • Campaign : “Up Your Budget”
    • Tools used : Blogs, Internet Videos
    • Spend: < USD 500,000
    • Results
      • 1 million unique visitors
      • 10 million page views
    Budget Rent A Car
    • Adopted by a few early adopters in the travel industry – with impressive results
    • Adoption increasing as with emergence of platforms / standards emerge & references
    • Campaign : User submitted video adverts
    • Tools used : Blogs, Internet Videos, Company Website
    Southwest Airlines Starwood Hotels
    • Campaign : W Hotel designed and put up on Second Life
    • Tools used : Second Life
  • What is Web 2.0 Why Web 2.0 ? Value Chain Impact & Opportunities / Risks Content Cycle Impact Assessment Recommendations
  • Why Web 2.0 Web 2.0 Business Drivers – Cause & Effects Technology Trends Participation By End Users / Seamless Information Re-composition Rich media/ RIAs / Improvements in Usability P2P Reliance In Buying Behavior Reduction of Information Asymmetry Social Behaviour Web As A Platform
  • Why Web 2.0 Enablers – The Web 2.0 Toolset Blogs Wikis Online Videos Podcasts Photos Creating Content Tagging RSS / Atom Feeds “ Loose” APIs User Participation Open Architectures Applications (maps , Facebook apps etc) Embedding Into Applications Mashups Social Networks Discussion Boards
  • What is Web 2.0 Why Web 2.0 ? Travel 2.0 Web & Travel Value Chain Travel 2.0 Content Web Value Chain Impact & Opportunities / Risks Recommendations
  • Travel 2.0 Web & The Travel Value Chain The Travel 2.0 Web Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags Commerce Value Chain Supplier / DMC Tour Operator Online Agent / Offline Agent Customer
  • Travel 2.0 Web & The Travel Value Chain Analysis Approach Travel 2.0 Content Web Travel Value Chain
    • Customer Perspective
    • Industry Perspective
    • Value Migration
    • Player Specific Strategy
    • Web 2.0 Business Sensitivity
    • Value Chain Impact
    • Opportunities & Risks
    Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • What is Web 2.0 Why Web 2.0 ? Travel 2.0 Web & Travel Value Chain Travel 2.0 Content Web Value Chain Impact & Opportunities / Risks Recommendations
  • Travel 2.0 Content Web Customer Perspective: Confused By Info Overload What organizations need to do
    • Customers wants a trip and not just a travel component
    • Travel research has high transaction costs
    • Information is available piece-meal & proliferation of Web 2.0 content sources leads to confusion
    • Travel 2.0 players need to help rather than confuse – provide clear paths to planning & purchase.
    3 Week Trip To Australia For 2 What The Customer Wants Blog Wiki Travel videos Social network RSS What The Customer Sees Google Metasearch OTA Planner Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Travel 2.0 Content Web Industry Perspective: Value Migration
    • Reach, content or commerce no longer sufficient on a stand-alone basis
    • Value has migrated to owning the customer
    Commerce Content Reach Social Media Commoditized Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Travel 2.0 Content Web Resulting Strategy: Piecing It All Together Is Key Enabling one stop travel planning & transaction is key.
    • Wants trips, not components
    • Transaction costs
    • Information proliferation
    • Planning & commerce facilitation are key
    Customer Perspective Industry Perspective
    • Content, commerce & reach value poor independently
    • Owning the customer & being the SPOC
    + Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Travel 2.0 Content Web Piecing It Strategy: Depends on how you fare on 2 attributes Customer Benefits (Your value add) Customer Costs (pain points) Availability Reliability Time Anxiety Effort Quality Transactability … the size of your user base and what kind of value added travel components you provide. Attributes that drive value to the customer User base Components Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Travel 2.0 Content Web Segment Wise Strategies
    • A large user base and end to end coverage of travel planning and transactions through Web 2.0 components is the sweet spot
    • Players with a few components and small user base should
      • Become best of breed
      • Feed out to solution players and complementary product players
    • Players with large user base should aggregate relevant feeds to develop an end to end offering to enter the sweet spot
    Components Size - + + Rrove Wikitravel Expedia Tripadvisor Triphub Solution play Product play Planning sweet spot Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Travel 2.0 Content Web An example of putting It All Together : Trip Hub Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • What is Web 2.0 Why Web 2.0 ? Travel 2.0 Web & Travel Value Chain Travel 2.0 Content Web Value Chain Impact & Opportunities / Risks Recommendations
  • Value Chain Impact Assessment Web 2.0 Business Sensitivity: Will You Get Impacted?
    • Customer purchase patterns in different segments vary in their sensitivity to
    • Peer opinions
    • Hard facts
    • Commodities are fact sensitive; experiences are opinion sensitive
    • Sharing of opinions impacts experience oriented / less defined products far more
    Customized tours Impact of Facts Impact of Customer Opinions - + + Standard tours Flights Tickets Boutique hotels Event tickets Cruises Car rentals Base Impact Strategic Impact Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Value Chain Impact Assessment Base Impact
    • Direct channel to communicate with customers
    • Customers & critics get an easy platform to discuss organizations. Form cliques
    • Additional medium beyond traditional PR & marketing
    • Participate in community discussions
    • Showcase thought leadership
    • Bypass traditional PR for speed & customer intimacy
    • Build deep customer relationships
    • Leverage word of mouth to develop the brand
    • Corporate indifference to the new Web
    • Negative blog swarms
    • Being viewed as plastic / unauthentic
    Impact Opportunities Threats Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Value Chain Impact Assessment Case Studies & Do’s / Don’ts Promotion Crisis Management Success Failure
    • Assign adequate marketing resources
    • Identify mavens and understand context
    • Listen … and then talk … to add value
    • Showcase thought leadership
    Do’s
    • Be too “salesy” or pushy
    • Be un-authentic
    Don’ts Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
  • Value Chain Impact Assessment Strategic impact for sensitive product categories Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Impact Opportunities Risks Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags
    • Greater reach/ visibility
    • Disintermediation
    • Context relevant distribution / promotion
    • Service quality exposed
    • Comparability
    • Product design based on most popular ratings online
    • Customer service becomes key
    • Bundling for price opacity
    • Service quality exposed
    • DIYers can go direct to local suppliers
    • Reduction in need/ value of advice
    • Comparability
    • Offline Agent
    • Sell complex / difficult itineraries
    • Target non-web savvy market share
    • Personalized marketing / offers to customers on your database
    • Go online
    • Leverage Web 2.0 tools
    • Position yourself as a travel guru reviewer on social media
    • Online Agent
    • Invest in Web 2.0
    • DIY travel
    • Further disintermediation
    • Biggest beneficiary
    • Info overload
    • Comprehensive, quick & effective comparison & planning enabled
    • Collaboration / group travel made easier
  • What is Web 2.0 Why Web 2.0 ? Travel 2.0 Web & Travel Value Chain Travel 2.0 Content Web Value Chain Impact & Opportunities / Risks Recommendations
  • Recommendations To Summarize
    • Web 2.0 is already impacting all types of industry players
    • Online players will need to figure out their strategy along:
      • Re-assessing customer value proposition
      • Sharing content and tools: data in and data out (‘co-opetition’)
    • Bricks & Mortar players will need to harness web 2.0
      • To connect to customers, foster loyalty
      • To understand (and even influence) demand
      • … and fine tune offering
    • There is no single formula. Be prepared to experiment and figure out
      • Social media is an important part of your marketing agenda
  • Thank You