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

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

What Is Web 2.0 Case Study 3: WikiTravel ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The opportunity (and challenge) from Web 2.0 is significant for all industry players- offline and online. What Is Web 2.0 A few loose definitions

What Is Web 2.0 Web 2.0 Growth Trends Source: Technorati Blogs Social Networking Membership Source: Comscore VC Investment in Web 2.0 Source: Ernst & Young ,[object Object],[object Object],[object Object],[object Object]

Why Web 2.0 Adoption of Web 2.0 by enterprise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Budget Rent A Car ,[object Object],[object Object],[object Object],[object Object],Southwest Airlines Starwood Hotels ,[object Object],[object Object]

What is Web 2.0 Why Web 2.0 ? Value Chain Impact & Opportunities / Risks Content Cycle Impact Assessment Recommendations

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

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

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

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

Travel 2.0 Web & The Travel Value Chain Analysis Approach Travel 2.0 Content Web Travel Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

Travel 2.0 Content Web Customer Perspective: Confused By Info Overload What organizations need to do ,[object Object],[object Object],[object Object],[object Object],3 Week Trip To Australia For 2 What The Customer Wants Blog Wiki Travel videos Social network RSS What The Customer Sees Google Metasearch OTA Planner Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

Travel 2.0 Content Web Industry Perspective: Value Migration ,[object Object],[object Object],Commerce Content Reach Social Media Commoditized Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

Travel 2.0 Content Web Resulting Strategy: Piecing It All Together Is Key Enabling one stop travel planning & transaction is key. ,[object Object],[object Object],[object Object],[object Object],Customer Perspective Industry Perspective ,[object Object],[object Object],+ Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

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

Travel 2.0 Content Web Segment Wise Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],Components Size - + + Rrove Wikitravel Expedia Tripadvisor Triphub Solution play Product play Planning sweet spot Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

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

Value Chain Impact Assessment Web 2.0 Business Sensitivity: Will You Get Impacted? ,[object Object],[object Object],[object Object],[object Object],[object Object],Customized tours Impact of Facts Impact of Customer Opinions - + + Standard tours Flights Tickets Boutique hotels Event tickets Cruises Car rentals Base Impact Strategic Impact Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

Value Chain Impact Assessment Base Impact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Impact Opportunities Threats Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

Value Chain Impact Assessment Case Studies & Do’s / Don’ts Promotion Crisis Management Success Failure ,[object Object],[object Object],[object Object],[object Object],Do’s ,[object Object],[object Object],Don’ts Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags

Value Chain Impact Assessment Strategic impact for sensitive product categories Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Impact Opportunities Risks Supplier / DMC Tour Operator Online Agent / Offline Agent Customer Wikis Travel Blogs Social Networks RSS Metasearch Planners Comparator Reviews Tags ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendations To Summarize ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

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