User Generated Content and the french travel industry Eye For Travel - Paris March 2007 Gilles Granger, Vinivi.com

Where do consumers go ? + millions of blogs, thousands of forums…

Does it really influence consumers? Source: IPSOS Nov 2006

What are readers looking for ? Travellers used to find: “ Along a sandy beach, this luxury hotel…” “ In the center of the city, you will feel at home in this charming house” “ We have the best price” Great photographs pictures Glossy brochures

“ Avons séjourné dans cet hotel du 20 au 28 Novembre 2006. Hotel en cours de rénovation avec immense travaux gros oeuvre( Buldozer énorme bateux décharge) Fonds marins souillés de détritus.Ne pas y séjourner avant une bonne année. “ “ Séjour au mois de novembre, hôtel en construction, 1/3 de l'hôtel était disponible, nuisances sonore et olfactives, fonds marins souillés par les travaux, encadrement incompétent. “ What the brochure says: « with a seaview, on one of the most popular beach »… but this is a road between the hotel and the beach Finding out

How do people contribute ? 1 unhappy customer mentions it to 10 others 1 happy customer to 2 others million others

Reaction ? DOs Be the first to know When available, interact Be transparent and use reviews DONT’s Have a blog managed by your PR Neglect Write fake reviews This is an opportunity

Stay aware Travolution: http://travolution.blogspot.com/ Hotelblogs: http://www.hotel-blogs.com Les explorers: http:// www.lesexplorers.com / Hotelchatter: http://www.hotelchatter.com/ [The travel industry has to] “meet the challenges of a consumer-driven digital age” F. Jeffery, Managing Director of WTM 2006 "Travel 2.0 Confronts the Establishment." P. Wolf, PhocusWright

Gilles Granger Founder Vinivi www.vinivi.com [email_address]