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Social Travel

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Social Travel

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