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Whose Opinion is it Anyway?Professional meets social in travel publishing             Travel Zoom 2012            March 22...
We are all going to lose our jobs!March 22, 2012   Travel Zoom 2012, Bled, Slovenia   2
Professional travel publishers have        nothing to fear from      user generated content     User generated content off...
         What is meant by user generated content                        (UGC)?              A (very) brief history of tr...
User Generated Content (UGC)    Created by end-users, consumers    People who stay at hotels, eat at restaurants,    vis...
Travel publishing before UGCMarch 22, 2012     Travel Zoom 2012, Bled, Slovenia   6
Fundamentally, travel publishing did not change for the next 170 yearsMarch 22, 2012   Travel Zoom 2012, Bled, Slovenia   7
At first, the internet changed little      There was more information available, about     more destinations, but it was ...
Then came UGC      Wikitravel, Trip Advisor      Gave people the opportunity to do what     they had always done: share ...
Poiana Brasov, Romania 1989March 22, 2012   Travel Zoom 2012, Bled, Slovenia   10
Poiana Brasov, Romania 2012March 22, 2012   Travel Zoom 2012, Bled, Slovenia   11
Who do we trust?        Professionals or amateurs?     Guidebooks or user generated              content?       Whose opin...
It doesnt matter    Consumers want information which is useful to    them    Information should be accurate    Less imp...
Making sense of it all         The value will be in bringing           all these things togetherMarch 22, 2012       Trave...
Filling Spaces    Every UGC travel website or app is a space to    be filled    Who manages those spaces?    Who is hav...
Curation:          Bringing together the best                 travel content      Professional seed content      Profess...
Embrace UGC    Its not going away    Used well it offers everyone in the travel    industry a number of opportunities  ...
Craig Turp                       Editor-in-chief                 In Your Pocket City Guides                      inyourpoc...
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Travel Zoom 2012: Whose Opinion is it Anyway?

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Slides from a talk given at Travel Zoom 2012, in Bled, Slovenia, March 22nd 2012. The talk spoke about the challenges professional travel publishers face from user generated content.

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Travel Zoom 2012: Whose Opinion is it Anyway?

  1. 1. Whose Opinion is it Anyway?Professional meets social in travel publishing Travel Zoom 2012 March 22, Bled, Slovenia Craig Turp Editor-in-chief In Your Pocket City Guides
  2. 2. We are all going to lose our jobs!March 22, 2012 Travel Zoom 2012, Bled, Slovenia 2
  3. 3. Professional travel publishers have nothing to fear from user generated content User generated content offers professional travel publishers two big opportunitiesMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 3
  4. 4.  What is meant by user generated content (UGC)?  A (very) brief history of travel publishing  When travel really was a leap in the dark  How professional content and UGC can be brought togetherMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 4
  5. 5. User Generated Content (UGC) Created by end-users, consumers People who stay at hotels, eat at restaurants, visit resorts, cities etc. UGC is sharing an experience Tools such as Trip Advisor, FourSquare, Booking.com, Twitter, Facebook, Instagram, Pinterest etc. make it very easy to share our experiencesMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 5
  6. 6. Travel publishing before UGCMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 6
  7. 7. Fundamentally, travel publishing did not change for the next 170 yearsMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 7
  8. 8. At first, the internet changed little  There was more information available, about more destinations, but it was still a one-way experience  The market was still dominated by major publishersMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 8
  9. 9. Then came UGC  Wikitravel, Trip Advisor  Gave people the opportunity to do what they had always done: share experiences  Limitless audience  Took power away from travel publishers and travel agentsMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 9
  10. 10. Poiana Brasov, Romania 1989March 22, 2012 Travel Zoom 2012, Bled, Slovenia 10
  11. 11. Poiana Brasov, Romania 2012March 22, 2012 Travel Zoom 2012, Bled, Slovenia 11
  12. 12. Who do we trust? Professionals or amateurs? Guidebooks or user generated content? Whose opinion is it anyway?March 22, 2012 Travel Zoom 2012, Bled, Slovenia 12
  13. 13. It doesnt matter Consumers want information which is useful to them Information should be accurate Less importance is placed on the source than ever before This is why travel publishers are concernedMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 13
  14. 14. Making sense of it all The value will be in bringing all these things togetherMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 14
  15. 15. Filling Spaces Every UGC travel website or app is a space to be filled Who manages those spaces? Who is having the conversation with consumers? Entrepreneurial travel writers, publishers are best placed to fill those spacesMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 15
  16. 16. Curation: Bringing together the best travel content  Professional seed content  Professional research  Professional editors  Carefully selected user generated content from as many sources as possible  All in an easy to consume packageMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 16
  17. 17. Embrace UGC Its not going away Used well it offers everyone in the travel industry a number of opportunities Travel professionals need to be more entrepreneurial, more social We have nothing to lose but our jobs!March 22, 2012 Travel Zoom 2012, Bled, Slovenia 17
  18. 18. Craig Turp Editor-in-chief In Your Pocket City Guides inyourpocket.com craigturp.com facebook.com/craigturp bucharestlife.net twitter.com/bucharestlife foursquare.com/bucharestlifeMarch 22, 2012 Travel Zoom 2012, Bled, Slovenia 18

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