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Social travel


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The impact of Social Networks / Social Media over the Travel Industry. Conference etourism Gosselies Belgium - 2008

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Social travel

  1. 1. Social Travel<br />The impact of Social Networks over the Travel Industry.<br />Stéphane Bouchez e-Marketing<br />
  2. 2. Social Travel<br />The impact of Social Networks over the Travel Industry.<br />Whileyouwere Sleeping<br />What about social Travel?<br />Create a social Network ?<br />Whatdoesthismean for you ?<br />
  3. 3. 1<br />While you were sleeping<br />The consumer’s behaviour has changed … Forever<br />
  4. 4. 1<br />Too many offers, too much informations, no differentiation<br />
  5. 5. 5<br />Customer confused by info overload<br />What The Customer Wants<br />What The Customer Sees<br />Google<br />OTA<br />Travel videos<br />Metasearch<br />Planner<br />Wiki<br />Social network<br />RSS<br />Blog<br />3 Week Trip To Mexico For 2<br />NiratBhatnagar: Co-Founder<br />
  6. 6. 2<br />I don’tbelieveyou, I don’t trust you: <br />youtry to sellme something.<br />
  7. 7. The Level of trust<br />76 % of consumersdon’tbelievethatcompaniestell the truth in advertisements(Yankelowich)<br />89 % trust the recommandations of otherconsumers in the travelindustry. (ForresterResearch / Intelliseek)<br />52 % don’t trust the websitethatsells the travel. (Benchmark group)<br /><ul><li> Customers want informations from people like him.
  8. 8. Customers search experienced Travellers, opinions, feedback, recommandations.</li></li></ul><li>3<br />Forget your Travel Pack, I want “THE EXPERIENCE”<br />
  9. 9. Experience<br />« Nous sommes passés d’une logique du prédictif à une logique de l’expérience basée sur l’avis des consommateurs » Guy Raffour.<br />Customers wants the same as what he has read from other travellers: the wonderful trip with the all big things.<br />
  10. 10. 4<br />“I am not Searching for the Lowest Fare” : <br />“ I want to Find the Perfect Trip”<br />
  11. 11. Price<br />Lowestfareisonly important for a part of yourtarget.<br />Only 36 % think the priceis the most important (Benchmark Group).<br />Customers know that experience cost more, most of the time, he is ready to pay for “THE EXPERIENCE”.<br />The perfect trip according to what others have said.<br />Example: The success of :<br />
  12. 12. 5<br />After my trip, I might sharemy “Travel Experience”, whatever good or bad, you’ll need to deal with it.<br />
  13. 13. Sharing <br />6 types of Digital travellers in Europe (forrester)<br />Les créateurs (10%) - Ils publient: Blogs, articles, vidéos, photos, …<br />Les critiques (19%) – ils contribuent: commentaires sur les produits et services de voyage (forums, wiki, communautés, articles de blogs)<br />Les “Collecteurs” (12 %) - ils Tagguent : les pages web, photos, vidéos pour les retrouver. <br />Les “Adhérents” (13 %) : ils maintiennent un profil dans les sites de réseaux sociaux, et visitent les sites etourisme 2.0 régulièrement. <br />Les “Spectateurs” (38 %): ils lisent les blogs, écoutent les podcasts, regardent les vidéos des autres internautes, lisent les forums en ligne, et lisent les notations des consommateurs. <br />Les Inactifs (53 %) : ils ne font rien… pour l’instant.<br /><br />
  14. 14. So whatBehaviour???<br />
  15. 15. 2<br />So, what about Social and Travel?<br />The consumer has changed… you will have to change …Forever<br />
  16. 16. Social ?<br />Source: Vibeagent PPT<br />
  17. 17. Social ?<br />184 million bloggers<br />73% of active online users have read a blog<br />45% have started their own blog<br />57% have joined a social network<br />55% have uploaded photos<br />83% have watched video clips<br />39% subscribe to an RSS feed<br />Source: Universal McCann Comparative Study on Social Media Trends April 2008<br />
  18. 18. Social ?<br />
  19. 19. Social?<br />It’s about Participation<br /><ul><li>It canbeaccessed & updated on demand
  20. 20. It canbemashed up withother media
  21. 21. Itspopularityis transparent
  22. 22. It canbeproduced for FREE
  23. 23. It canbedistributed for FREE
  24. 24. It canbeeasilyshared</li></ul>Source: Vibeagent PPT<br />
  25. 25. Social?<br />It’s about Conversation<br />You choose to join … or not<br />Source: Vibeagent PPT<br />
  26. 26. Social?<br />A new way of UnderstandingMarkets<br />Source: ClueTrainManifesto<br />
  27. 27. Social?<br />A Global Phenomenon<br />Source: IPSOS INSIGHT<br />
  28. 28. Social Traveller ?<br />
  29. 29. 1<br />2<br />Social Travel ? Example<br />OnlyFacebook<br />Steph & Meg travel to Playa del carmenand update their profiles on Facebook<br />Philippe, Frédéric and Vanessa that don’t know each other are in the same Network of Steph & Meg.They are all in Mexico, they decide to meet each other and have a drink<br />
  30. 30. 25<br />Social Travel ? Example<br />CitiesI’vevisited – Facebook / Trip Advisor<br />
  31. 31. 1<br />2<br />Social Travel ? Example<br />CitiesI’vevisited– Facebook / TripAdvisor<br />Meg travels to Playa del carmenand tags “YaxChe” Restaurant on the Map<br />Steph sees the comment while planning a trip to Playa and decides to eat at “Yax-Che”<br />
  32. 32. 27<br />1<br />2<br />3<br />Social Travel ? Example<br />Going Places – Facebook / TripWiser<br />Meg travels to Playa del Carmen and uploads a video on Going Places (Tripwiser)<br />Steph sees the video while planning a trip to Playa<br />Stephlikes the video a lot and puts it on his blog. It is seen by his 1300 daily readers<br />
  33. 33. 28<br />Social Travel ? Example<br />
  34. 34. 29<br />Social Travel ? Example<br />
  35. 35. 30<br />Social Travel ? Example<br />
  36. 36. Social Travel Everywhere, any kind<br />
  37. 37. 3<br />SO HOW CAN I CREATE A Community or SOCIAL NETWORK ?<br />
  38. 38. WRONG QUESTION<br />
  39. 39. “Communities already exist. Instead, think about how you can help that community to do what it wants to do”<br />Mark Zuckerberg<br />Source: FuTurLAB PPT<br />
  40. 40. UNDERSTAND HOW THEY WORK<br />1<br />90<br />9<br />Every community has super-users – high authority, highly active<br />Know who they are<br />Source: FUTURLAB PPT<br />
  41. 41. LISTEN<br />Act on their feedback<br />Encourage discussion, be a part of it<br />Source: FUTURLAB PPT<br /><br />
  42. 42. AND ADD VALUE<br />Understand what they are trying to do<br />Create tools and content to help them do it<br />Interact with them, engage with them, respect them<br />Source: FUTURLAB PPT<br /><br />
  44. 44. The 4Ps = The future of Online Travel<br />Profiles<br />Participations<br />Platforms<br />Personalization« What I want, When and Where I wantit, Recommended by people I know and I trust »<br />Source: VibeAgent<br />
  45. 45. 5<br />END<br />Questions?<br />