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

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

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

  • 2. Web 2.0 – Basics & Impact On The Travel Industry Nirat Bhatnagar Co-Founder Chahiye.info
  • 3. Agenda What is Web 2.0 Web 2.0 Business drivers Value Chain Impact & Opportunities / Risks Content Cycle Impact Assessment Recommendations
  • 4. What is Web 2.0 really? Beta-test long-tail widgets Remix social life-hacks Syndicate semantic weblogs
  • 5. 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
  • 6. 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
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. What is Web 2.0 Why Web 2.0 ? Value Chain Impact & Opportunities / Risks Content Cycle Impact Assessment Recommendations
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16.
  • 17. 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
  • 18.
  • 19.
  • 20.
  • 21. 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
  • 22.
  • 23. 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
  • 24. 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
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. 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
  • 30.