Old Advertising versus The New Consumer
on the Travolution blog covers a great ad about what's happening in today's market and it looks like a large number of companies in any industry still isn't getting it.
It's got nothing to do with web 2.0 or travel but working life in general. It's mainly for all of you out there working in an organization, maybe a large and/or bureaucratic one. Take this to heart! I'm living proof of #6. Never got a job in my 30+ years in travel the "resume" way.
is the theme of the trendwatching.com: May 2007issue. It has a number of references to travel, with TripAdvisor as the poster company. The entire issue is worth examining as it goes to the core of what the web has consumers enabled to become.
In a recent post I've covered a study that showed only a minority of people actually posting and commenting on the web, however, even with low percentages these are huge numbers that will only grow in future as it becomes even easier to comment and start conversations about companies and brands.
Pay special attention to the thoughts and tips at the end. That's what it's all about.
Internet Travel News reports about a new study conducted by Deloitte and NYU Hospitality about the huge savings that web technology could produce for tourism. This is a welcome project but my first thought upon reading this was, what took the travel establishment so long? The shift of consumer travel buying behavior has been obvious for at least five years and the savings of using web technology became apparent soon after websites became the preferred tool for customer travel research, planning and booking.
Not only will there be significant savings, especially for suppliers by applying web technology but the shift of budgets to online marketing, the use of meta-search and web 2.0 tools such as widgets and mashups should produce a further boost to profitability as well.
has all the makings of an innovative travel site that integrates vacation research and planning tools with user generated content, social networking and a great mapping mashup. In my brief review I was impressed with the ease of using the site and collecting stuff that normally has to be gathered from different sites. The only disappointment was the third party booking functionality. I'd like to see that integrated into the site allowing a confirmed trip to be stored. Overall a very interesting approach and a great integration of tools. Would like to see them adding the rest of the world at some stage.
This is the type of functionality destination websites should offer. They have all the necessary information available to present it in this dynamic fashion and as this example shows, it can be done successfully even without a fully integrated booking functionality by partnering with one or various commercial sites.
iMedia Connection reports in this brief case study how Travelocity uses the gnome, successfully in the social networking world. This is a great example of how the issue of participating in the conversation can be addressed in a way that resonates with the audience as the examples show while communicating a results driven marketing message as well. Looks like choosing the gnome a few years back was a stroke of marketing genius!
When read in connection with this recent study by Hitwise in the U.S. that shows only a small minority actually posting on web 2.0 sites, which account for only 12% of web traffic, it becomes apparent how influential a still small number of active web participants can be.
This is all the more reason for organizations to get involved and engaged with this active group of people and join their conversation which is apparently listened to by a majority who is then influenced by it.