Presentation on how travel & tourism marketing are affected by web 2.0 and what is coming next on the smart web also called web 3.0

1. Web 2.0 & Beyond
Joe Buhler
Principal
buhlerworks

2. Hype or Reality?

3. “in the beginning…”
1994ish - Web 1.0 emerges
2004ish - Web 2.0 emerges

4. “in the beginning…”
1994ish - Web 1.0 emerges
2004ish - Web 2.0 emerges

5. 1.0 vs 2.0

6. 1.0 vs 2.0
1.0
Publishing
Personal websites
Britannica Online
Doubleclick
Ofoto
Directories (taxonomy)

7. 1.0 vs 2.0
1.0 2.0
Publishing Participation
Personal websites Blogging
Britannica Online Wikipedia
Doubleclick GoogleAdWords
Ofoto Flickr
Directories (taxonomy) Tagging (“folksonomy”)

9. The Customer

11. YOU

13. User Generated Content

15. Blogging

16. Beyond the Blog Phenomenon

17. Beyond the Blog Phenomenon
Blogs
Messaging Social
Software
Wikis Folksonomies
AJAX
CMS
(X)HTML RSS/Atom
Service-Oriented Architecture
SIP
P2P
MPLS

18. Push vs. Pull

19. High Accessibility
up

20. Why to take note…

21. Why to take note…
up
• Internet usage
• Specialist media
• Cynicism towards “brands”
• Cynicism towards traditional marketing

22. Why to take note…
up
• Internet usage
• Specialist media
• Cynicism towards “brands”
• Cynicism towards traditional marketing

24. Nicely put…

25. Nicely put…

28. Travel 2.0

29. Collaboration
Travel 2.0

30. Collaboration Speed
Travel 2.0

31. Collaboration Speed
Travel 2.0 Better Tools

32. Collaboration Speed
Travel 2.0 Better Tools
Transparency

33. Collaboration Speed
Predictability Travel 2.0 Better Tools
Transparency

34. Collaboration

35. Collaboration
C2C

36. Collaboration
C2C Customer to Customer

37. Collaboration
C2C Customer to Customer
WoM

38. Collaboration
C2C Customer to Customer
WoM Word of Mouth & Mouse

39. The best hotel for “me”

40. Let’s go together!

41. Here’s how we do it
Integrated Planning, Coordinating & Sharing Experience
Engaging and retaining customers
throughout the trip lifecycle:
Point of
Inspiration
Exchange Memories, Invite
Discuss Next Trip Participants
Share the Travel Research and
Experience Discuss Options
Share Organize and Make
Itineraries Decisions
Purchase
Travel & Services*
* TripHub assists customers with purchasing by
providing intelligent and contextual links to partners.

42. Speed

43. Speed
Web 1.0

44. Speed
Web 1.0 Call an Agent

45. Speed
Web 1.0 Call an Agent
Web 2.0

46. Speed
Web 1.0 Call an Agent
Web 2.0 Search

47. Meta Search
© 2006 PhoCusWright Inc. All Rights Reserved.

48. Intelligent tools

49. Intelligent tools

50. Beyond the browser
© 2006 PhoCusWright Inc. All Rights Reserved.

51. Beyond the browser
© 2006 PhoCusWright Inc. All Rights Reserved.

52. Beyond the browser
© 2006 PhoCusWright Inc. All Rights Reserved.

53. Easy to use tools

54. Easy to use tools
Tagging

55. Easy to use tools
Tagging

56. Easy to use tools
Tagging

57. Easy to use tools
Tagging
Clipping

58. Easy to use tools
Tagging
Clipping

59. Easy to use tools
Tagging
Clipping

60. Easy to use tools
Tagging
Clipping Personalizing

61. Easy to use tools
Tagging
Clipping Personalizing

62. Easy to use tools
Tagging
Clipping Personalizing

63. Easy to use tools
Tagging Sharing
Clipping Personalizing

64. Easy to use tools
Tagging Sharing
Clipping Personalizing

65. Easy to use tools
Tagging Sharing
Clipping Personalizing

66. Traveler tools

67. Traveler tools

68. Traveler tools

69. Traveler tools

70. How much to where?
© 2006 PhoCusWright Inc. All Rights Reserved.

71. Maps, events, opinions
© 2006 PhoCusWright Inc. All Rights Reserved.

72. It’s all about location
© 2006 PhoCusWright Inc. All Rights Reserved.

73. and the perfect (pre) view
© 2006 PhoCusWright Inc. All Rights Reserved.

74. and the perfect (pre) view
© 2006 PhoCusWright Inc. All Rights Reserved.

75. and the perfect (pre) view
© 2006 PhoCusWright Inc. All Rights Reserved.

76. enhanced by video

77. enhanced by video

78. now, take me there
© 2006 PhoCusWright Inc. All Rights Reserved.

79. Transparency

80. Transparency
Data

81. Transparency
Data

82. Transparency
Data

83. Transparency
Data Pricing

84. Transparency
Data Pricing Content

85. Transparency
Data Pricing Content

86. Transparency
Data Pricing Content

87. Transparency
Data Pricing Content Imagery

88. Transparency
Data Pricing Content Imagery

89. The poster child!

90. The poster child!

91. and why they’re used
© 2006 PhoCusWright Inc. All Rights Reserved.

93. What’s coming next?
Intelligent Agents

94. What’s coming next?
Intelligent Agents

95. What’s coming next?
Predictability
Intelligent Agents

96. What’s coming next?
Predictability
Profiling
Intelligent Agents

97. What’s coming next?
Predictability
Profiling Meta Search
Intelligent Agents

98. What’s coming next?
Predictability
Profiling Meta Search
Tag Cloud Matching
Intelligent Agents

99. What’s coming next?
Predictability
Profiling Meta Search
Tag Cloud Matching
Click-stream analysis
Intelligent Agents

100. Evolution Continues

101. Evolution Continues

102. Evolution Continues

103. Evolution Continues
BEYOND…

105. What’s coming next?

106. What’s coming next?
The Semantic Web

107. What’s coming next?
The Semantic Web

108. What’s coming next?
The Semantic Web

109. Lowest air fare search

110. Lowest air fare search

111. Lowest air fare search

112. Perfect trip planning
Lowest air fare search

113. Perfect trip planning
Lowest air fare search

114. Perfect trip planning
The Total Vacation
Experience
Lowest air fare search

115. Beyond price.
Personalized travel search based on 18 million
opinions & over 1,000 web sites

116. to the experience.

117. to the experience.

118. to the experience.

119. to the experience.

120. What’s coming next?

121. What’s coming next?
Fast. Fast. Fast.

122. What’s coming next?

123. What’s coming next?
Mobile. Mobile. Mobile.

124. Recap of What’s Next

125. Recap of What’s Next
Fast. Fast. Fast

126. Recap of What’s Next
Fast. Fast. Fast
Mobile. Mobile. Mobile

127. Recap of What’s Next
Fast. Fast. Fast
Mobile. Mobile. Mobile
Information technologies are doubling every year,
Accelerating, phenomenal growth.

128. Recap of What’s Next
Fast. Fast. Fast
Mobile. Mobile. Mobile
Information technologies are doubling every year,
Accelerating, phenomenal growth.
Nanotechnology, biotechnology, nanoengineering,..
all will impact our realities.

129. Recap of What’s Next
Fast. Fast. Fast
Mobile. Mobile. Mobile
Information technologies are doubling every year,
Accelerating, phenomenal growth.
Nanotechnology, biotechnology, nanoengineering,..
all will impact our realities.
The Semantic Web

130. Recap of What’s Next
Fast. Fast. Fast
Mobile. Mobile. Mobile
Information technologies are doubling every year,
Accelerating, phenomenal growth.
Nanotechnology, biotechnology, nanoengineering,..
all will impact our realities.
Intelligent Agents
The Semantic Web

131. Key Take Aways

132. Key Take Aways
Look outside your world to appreciate what's happening.

133. Key Take Aways
Look outside your world to appreciate what's happening.
If its talked about on CNN its too late!

134. Key Take Aways
Look outside your world to appreciate what's happening.
If its talked about on CNN its too late!
The majority of companies are not capitalizing on timely implementations
of current and forward leaning technologies

135. Key Take Aways
Look outside your world to appreciate what's happening.
If its talked about on CNN its too late!
The majority of companies are not capitalizing on timely implementations
of current and forward leaning technologies
Make expenditures with future realities in mind!

136. Key Take Aways
Look outside your world to appreciate what's happening.
If its talked about on CNN its too late!
The majority of companies are not capitalizing on timely implementations
of current and forward leaning technologies
Make expenditures with future realities in mind!
There's limited time. Deal with it!

137. Key Take Aways
Look outside your world to appreciate what's happening.
If its talked about on CNN its too late!
The majority of companies are not capitalizing on timely implementations
of current and forward leaning technologies
Make expenditures with future realities in mind!
There's limited time. Deal with it!
No more ranking, only relevance developed by us. We will configure the
web ourselves with no one controlling what we see.

138. Thank You!
Jeb@buhlerworks.com
www.buhlerworks.com