User-generated content: Everybody’s doing it… but who’s sorting it?
March 28, 2006 |
The meteoric rise of social networks and user-generated content has certainly caught the attention of the travel industry's technorati, and online travel agencies and suppliers alike report that they have already started incorporating user-generated content into their Web sites or they plan to.
There was no single catchphrase at PhoCusWright’s TRAVDEX conference in Berlin, Germany, 9-10 March. No one technology garnered the lion’s share of buzz. And that’s only fitting for an event that brought together a diverse group of the world’s leading travel technologists within the halls of the world’s largest travel conference.
In its first year as part of ITB Berlin, TRAVDEX brought together IT professionals from around the world to map out the evolving landscape of Travel 2.0. That terrain is a technologically diverse and rapidly expanding realm rich with opportunity. But as all true technologists know, any revolution worth its weight in widgets is certain to be rife with challenges.
Among the findings of this unique gathering were the following nuances of well-documented travel technology trends:
Search is alive and well… and there’s a good chance it’s still stressing your infrastructure.
Search has long been a sport amongst online travel buyers, and with metasearch now making inroads into the European and Asia Pacific markets, it’s a subject that will continue to drive the industry for the foreseeable future. Notably, as conversion ratios continue to rise and technologies like metasearch become more popular, suppliers are still struggling to scale.
User-generated content: Everybody’s doing it… but who’s sorting it?
The meteoric rise of social networks and user-generated content has certainly caught the attention of the travel industry’s technorati, and online travel agencies, suppliers, portals and metasearch companies alike reported that they have already started incorporating user-generated content into their Web sites or they plan to. With this new flood of content, though, travel companies will need to have a strategy for helping users identify the information that will be most useful to them. When asked how they intend to sort and rank user-generated content, several speakers indicated their strategies are still under development. Let the games begin!
Media is getting richer.
Rich media has the potential to counter commoditization, sell location and dramatically enrich travel planning overall. The technical challenges of making it searchable, accurate and up-to-date remain. Steps are being taken to standardize rich media coding, but as with all standardization efforts, it takes time for standards to become pervasive. And despite a clear vision of the future potential of mobile rich media — there are still a number of infrastructure and content challenges to be addressed — challenges that many argue will take years, not months, to overcome.
Personalization is a priority (What did you say your name was again?)...
Personalization is on the tip of everyone’s tongue, but not yet on the edge of their enterprise. In fact, many are still struggling with traditional customer relationship management (CRM) applications and system integration challenges. However, efforts to create personalized experiences — both online and off — and to develop the capacity to offer personalized rates are under way. Developers working on personalization projects should take care not to lose sight of the actual customers their efforts are aimed at — their desire for interactivity and transparency should be figured into the equation.
GNE v. GDS enters a reality check phase
The GDS new entrant (GNE) — global distribution system (GDS) debate rages on: GNEs insist that they are bringing much-needed technology solutions to the marketplace, and GDSs tout gleaming new platforms and are declaring that what is needed is a business solution, not a technology solution. Impromptu show of hands indicated that TRAVDEX attendees believe that the GNE challenge to the distribution status quo is what has brought about GDS booking fee reductions, not appreciative GDSs passing on operational savings to loyal clients. While the current effect of the GNE advent on distribution economics is clear, it remains to be seen how strong the challenge to GDS distribution technology will ultimately be.
Related Link: PhoCusWright, Inc.
Related Articles
Virgin America’s guide to not screwing up customer service
12 Mar, 2010 | Internet Marketing
Does your hotel really need a social media strategy?
11 Mar, 2010 | Hospitality Industry
Amadeus breathes new life into Otedis, aims to “shake up hotel representation model”
11 Mar, 2010 | Hospitality Industry
The need for a more holistic approach to revenue management
10 Mar, 2010 | Hospitality Industry
Carlson Hotels taps HotelsCombined.com
10 Mar, 2010 | Online Travel
Revenue management and the vicious circle of guerrilla pricing
10 Mar, 2010 | Hospitality Industry
Marriott plans to double presence in Europe by 2015
09 Mar, 2010 |
Increase in OTA bookings comes at expense of GDS and voice
08 Mar, 2010 | Hospitality Industry
U.S. tourism measure draws mixed industry reviews
08 Mar, 2010 | Online Travel
Un-stoppable growth in OTA bookings, GDS still lacking behind
05 Mar, 2010 | Online Travel
Most Popular Articles
Social media in travel becomes a legitimate business force
04 Mar, 2010 | Online Travel
Travelport brings GDS advertising in-house, says good-bye to TravelClick
03 Mar, 2010 | Hospitality Industry
Does your hotel really need a social media strategy?
11 Mar, 2010 | Hospitality Industry
Un-stoppable growth in OTA bookings, GDS still lacking behind
05 Mar, 2010 | Online Travel
Content is king, but conversion is queen
03 Mar, 2010 | Internet Marketing
The need for a more holistic approach to revenue management
10 Mar, 2010 | Hospitality Industry
6 ways to drive more online travel sales in 2010
11 Mar, 2010 | Online Travel
Raise RevPAR with value selling
03 Mar, 2010 | Hospitality Industry
How TripAdvisor engages mass influencers
12 Mar, 2010 | Online Travel
The 3 key personalities of the online consumer
05 Mar, 2010 | Internet Marketing
Economic Downturn
Virgin America’s guide to not screwing up customer service
12 Mar, 2010 | Internet Marketing
UK travelers plan to take multiple trips abroad in 2010
09 Mar, 2010 | Online Travel
Un-stoppable growth in OTA bookings, GDS still lacking behind
05 Mar, 2010 | Online Travel
Global hotel prices dropped beyond 2004 levels during 2009
02 Mar, 2010 | Hospitality Industry
Things are looking up for U.S. airlines
02 Mar, 2010 | Online Travel
Asia leads travel industry’s recovery
26 Feb, 2010 | Online Travel
Meeting buyers see budget cutbacks ease
25 Feb, 2010 | Hospitality Industry
Travel companies grapple with “new normal”
23 Feb, 2010 | Online Travel
Europe likely to see recovery, not growth, says STR
22 Feb, 2010 | Hospitality Industry
Hogg Robinson Group sees early signs of recovery
22 Feb, 2010 | Online Travel
US Travel growth expected in 2010
18 Feb, 2010 | Online Travel
IHG’s profit drops 18%, as hotel rates continue to fall
16 Feb, 2010 | Hospitality Industry
Hotels offer perks in exchange for less housekeeping
08 Feb, 2010 | Hospitality Industry
Online travel growth expected to slow substantially
03 Feb, 2010 | Online Travel
Travel buyers increase hotel competition and negotiating leverage
03 Feb, 2010 | Hospitality Industry










