Y! Travel | Research Synthesis


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Y! Travel | Research Synthesis

  1. 1. Yahoo! Travel Research Synthesis Beth Goldman Interaction Designer, User Experience 02/21/07 Confidential - Do Not Distribute
  2. 2. Data Reviewed <ul><li>2005 Travel Segment Ethnographic Study </li></ul><ul><li>2005 Online Travel Community Research </li></ul><ul><li>2006 Compelled Travel Study </li></ul><ul><li>2006 Market Segmentation </li></ul><ul><li>Other </li></ul><ul><ul><li>Customer suggestions </li></ul></ul><ul><ul><li>Bucket tests </li></ul></ul><ul><ul><li>Outstanding questions have been called out in orange . </li></ul></ul>
  3. 3. 2005 Travel Segment Ethnographic Study <ul><li>Based on 2004/5 Market Segmentation </li></ul><ul><li>Focused on: </li></ul><ul><ul><li>Seasoned Traveler </li></ul></ul><ul><ul><li>Travel Enthusiast </li></ul></ul><ul><ul><li>Short Trip Taker </li></ul></ul><ul><li>Findings </li></ul><ul><ul><li>Need for group planning / companion collaboration. How big and deep is need? </li></ul></ul><ul><ul><li>Reviews and tips are useful when planning trips; ratings are not </li></ul></ul><ul><ul><li>Some personal security concerns with sharing. Is this still true? What info? </li></ul></ul><ul><ul><li>When traveling, people don’t want to be seen as tourists by locals </li></ul></ul><ul><ul><li>Sharing is focused on close friends and family once back from trip. How if at all has sharing attitudes and behavior changed? </li></ul></ul>
  4. 4. 2005 Online Travel Community Research <ul><li>Focus: What do people want and need from a community travel site? </li></ul><ul><li>Methodology </li></ul><ul><ul><li>Mini groups and in-home interviews, Austin and Novato </li></ul></ul><ul><ul><li>Travel Enthusiasts - major trips, mini breaks, planners, and returnees </li></ul></ul><ul><li>Findings </li></ul><ul><ul><li>Looking for activities to represent tourist and local experience </li></ul></ul><ul><ul><li>Want deals, don’t want to be taken advantage of </li></ul></ul><ul><ul><li>Research to learn what to do, and what to be concerned about </li></ul></ul><ul><ul><ul><li>Friends: honest, trusted, limited </li></ul></ul></ul><ul><ul><ul><li>Books: trusted </li></ul></ul></ul><ul><ul><ul><li>Magazines: inspiration, less trust </li></ul></ul></ul><ul><ul><ul><li>Internet: Mentions blogs and usefulness of interacting with others, but not importance to participants and how prevalent it is. </li></ul></ul></ul>
  5. 5. 2005 Online Travel Community Research continued <ul><li>Findings, con’t </li></ul><ul><ul><li>Sharing is not informational, but emotional </li></ul></ul><ul><ul><ul><li>People want to share memories and photos with family and friends. What information? How much effort are they willing to put into doing this? How large is this user segment? </li></ul></ul></ul><ul><ul><li>Competitive Landscape How has this changed? </li></ul></ul><ul><ul><ul><li>Lonely planet - budget, student, global </li></ul></ul></ul><ul><ul><ul><li>Sites (orbitz, expedia, travelocity) - cheap packages and deals, info secondary </li></ul></ul></ul><ul><ul><ul><li>Trip advisor - review focused, mass appeal, focus on hotels </li></ul></ul></ul><ul><ul><li>Community Sites </li></ul></ul><ul><ul><ul><li>y! travel not top of mind - perception is about travel shopping </li></ul></ul></ul><ul><ul><li>Heavily rely on reviews for that “insider” perspective </li></ul></ul>
  6. 6. <ul><li>Findings, con’t </li></ul><ul><ul><li>Younger - more likely to contribute and seek community advice than older </li></ul></ul><ul><ul><li>BAY area - still more online and community minded than rest of population. Still true? </li></ul></ul><ul><ul><li>Why post reviews? </li></ul></ul><ul><ul><ul><li>Karma </li></ul></ul></ul><ul><ul><ul><li>Passion for topic </li></ul></ul></ul><ul><ul><ul><li>Passion for experience - bad/good </li></ul></ul></ul><ul><ul><li>Trip Planner Feedback </li></ul></ul><ul><ul><ul><li>Like idea… How many? Why is it useful? How useful is it? </li></ul></ul></ul><ul><ul><ul><li>Not very interested in creating reviews or review karma, but like to consume content </li></ul></ul></ul><ul><ul><ul><li>Respond well to photos </li></ul></ul></ul>2005 Online Travel Community Research continued
  7. 7. 2006 Compelled Travel Study <ul><li>Focused on needs of site and competitors for Booking </li></ul><ul><li>Segments: seasoned travelers and travel enthusiasts </li></ul><ul><li>Findings </li></ul><ul><ul><li>Participants Left Y! Travel guides or search ‘cause they couldn’t find detailed info they needed to book </li></ul></ul><ul><ul><li>Perception that Y! Travel is more expensive / doesn’t have deals like other sites </li></ul></ul><ul><li>How would our new FC, and guides page designs perform? </li></ul>
  8. 8. 2006 Market Segmentation <ul><li>Recommendation to focus on highly engaged planners looking for rich travel experiences </li></ul><ul><li>Target Segments: Passionate Travelers, Inspired Planners, One-Stop Shoppers, Mainstream Travelers </li></ul><ul><ul><li>Are we sure these are our targets? Can we find real-world examples of these user segments? </li></ul></ul><ul><ul><li>What are the areas of opportunity (unmet needs that we can solve well) around planning, booking, recording and sharing their travel experiences for each segment? </li></ul></ul><ul><li>Passionate travelers - 6% Travel for leisure </li></ul><ul><ul><li>Well rounded in travel research, planning, interest in consuming info online, spend most dollars </li></ul></ul><ul><ul><li>Tend to book online </li></ul></ul><ul><ul><li>More open to journaling than other segments </li></ul></ul><ul><li>Inspired Planners - 11% </li></ul><ul><ul><li>Actively plan and research; use a variety of sites; favor booking online </li></ul></ul><ul><ul><li>Often know where they want to go </li></ul></ul><ul><ul><li>Plan well in advance of trip </li></ul></ul><ul><ul><li>Likely to consume online information </li></ul></ul><ul><li>One-stop Shoppers (13%) </li></ul><ul><ul><li>Have a strong desire to make all their travel arrangements at one site. </li></ul></ul><ul><ul><li>Convenience is the key consideration. </li></ul></ul><ul><ul><li>Tend to favor Online Travel Agencies above other types of sites. </li></ul></ul><ul><li>Mainstream Travelers (28%) </li></ul><ul><ul><li>Most representative of the total population in behavior and attitudes toward travel (score average on most measures). </li></ul></ul><ul><ul><li>Tend to prefer supplier sites to OTAs and membership rewards. </li></ul></ul>
  9. 9. Where should we focus? What are the unmet needs that we can solve well?