Travel 2.0

12th September 2008

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Travel 2.0 is Web 2.0 applied to the travel industry

“Travel 1.0 started around 1995; it was characterized by the shift from offline to online reservations and was dominated for a decade by three things: price, price and price.”

“Travel 2.0 is our industry’s collective fulfilment of Web 2.0. New travel researching and planning approaches are empowering consumers in unprecedented ways. Travellers are keen to take control and find/create the perfect trip, not just the cheapest trip.”

“Travel 2.0” coined byPhilip C. Wolf of

PhoCusWright in 2003

Travel 2.0 is Web 2.0 applied to the travel industrywith complete transparency in data that is open to the world,predictive information for personal advisory features,and peer collaboration creating a social community

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Travel 2.0 has outpaced Travel 1.0 in terms of growth

Relative usage of Travel 2.0 sites versus Travel 1.0 sites

Travel 2.0 sites Farecast, Kayak, Simpatigo, Tripfinder, TripWiser, TravNotes, Rrove, etc.

Travel 1.0 sitesOrbitz, Expedia, Lastminute, Thomas Cook, Thomson, Kuoni, etc.

Indexed scale

Source: Google Trends, August 2008, based on a basket of sites

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The travel value chain

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The travel value chain is rife with Web 2.0 competition

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John and Emma are planning for a vacation

John is 30 year old architect. He enjoys travelling. He is particularly interested in locations with historic architectural significance, or places famed for their artists.

He is keen on an tour of Italy, especially cities with a Renaissance history.

He is a vegetarian, and a fitness freak. He runs the triathlon every weekend, no matter where he is.

Emma is a 28 year old chef. She has not travelled widely, but enjoys her breaks with John. She likes a more relaxed holiday break rather than a heavy sight-seeing vacation.

Cooking is her passion. She is comfortable preparing most oriental cuisines, and is moving into Mediterranean cooking.

She is very organised, and is the “planner” in the family.

Discover

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A typical travel site knows little about John and Emma

John is 30 year old architect. He enjoys travelling. He is particularly interested in locations with historic architectural significance, or places famed for their artists.

He is keen on an tour of Italy, especially cities with a Renaissance history.

He is a vegetarian, and a fitness freak. He runs the triathlon every weekend, no matter where he is.

Emma is a 28 year old chef. She has not travelled widely, but enjoys her breaks with John. She likes a more relaxed holiday break rather than a heavy sight-seeing vacation.

Cooking is her passion. She is comfortable preparing most oriental cuisines, and is moving into Mediterranean cooking.

She is very organised, and is the “planner” in the family.

Items greyed out are typically hidden to travel sites

Discover

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You could understand their interests and relationshipsMining data from social networks and the semantic web is a reality

John’s profilejohn_wise.livejournal.com/

flickr.com/john_wise Learn interests from blogs, photo sharing sites, public profiles

Source: Google Social Graph API

Find contacts on the Web (Facebook, MySpace, etc.)

You now knows that two independently created profiles are, in fact, friends

Name Emma Marr

Website emma_marr.livejournal.com

Interests …

Friends John Wise…

Friends Emma MarrBinzacC R SchmidtJohn Romkey

Mirror the social network on the Web to the social network within your site

Name John Wise

Website john_wise.livejournal.com

Interests triathlon exercise travel history architecture vegetarian renaissanceCreate profile

based on interests

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… and use it to tailor the welcome screen

Milan for £399Round trip + 4 nights

Milan for £399Round trip + 4 nights

Recommended for youRecommended for you

Your friends recommendThe Milan CathedralMilan’s ancient cathedral… read

Renaissance architectureArt museums contain… read

Politecnico di MilanoArchitecturally, this … read

You should see

The home page is personalised. Each person sees a different home page, based on their personal interests and travel preferences.

Book nowBook now

Offer valid from 18 Aug – 1 SepOffer valid from 18 Aug – 1 Sep

John is recommended a trip to Milan, based on his interest in history, architecture and Renaissance art.

Sights are tailored to John’s interests

The site knows John’s friends, and places that they have been to or are planning to go. This are more than “recommendations”: this is travel advice from friends.

3 days at Zurich

A relaxed weekend by Zurich’s lakeside £299

Recommended by Emma

Week at Marakkech

Visit Africa’s fastest growing travel break £449

Recommended by Emma

Discover

Offer is timed to suit John’s holiday calendar

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… and their search results

• Filtering of search results is identical for all visitors at the site• Ordering of search results is personalised based on the searcher

– Every tag in the user’s profile carries a weight • based on the number of times the tag is used by the user

– Each search result matching the tag is assigned the tag’s weight– The ‘heaviest’ results are shown on top

• Results that carry more of the user’s tags appear first

John’s search results for ‘Milan’ Emma’s search results for ‘Milan’

Enjoy a 5 day tour of the architectural wonders of Milan. Spend 2 days at the Milan cathedral … read more

Book now: £399Book now: £399

Enjoy a 3 day break near Milan’s beautiful lakes, enjoying a Mediterranean cuisine … read more

Book now: £249Book now: £249

Discover

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Emma finds Jill’s reviews interesting and “follows” her

Written by Jill (34 reviews) on 4th August 2008

View Jill’s Morocco photo album

Subscribe to Jill’s reviews

Milan is financially the most important city in Italy and the region of Lombardy. It is one of the fashion capitals of the world: a paradise for shopping, opera, and nightlife.

The main shopping area is the so-called Fashion Quadrangle, a set of blocks roughly between Duomo Square, Cavour Square and San Babila Square (Piazza San Babila).

For an artistic dining experience, try Lacerba, which serves dishes inspired by the early 20th century art movement, Futurism.

Reviews for you

By Jill 4 Aug 2008

Milan is financially the most important city in Italy and the region of Lombardy. It is one of the fashion capitals of the world: a paradise for shopping, opera, and nightlife.

The main shopping area is the so-called Fashion Quadrangle, a set of blocks roughly between Duomo Square, Cavour Square and San Babila Square (Piazza San Babila).

For an artistic dining experience, try Lacerba, which serves dishes inspired by the early 20th century art movement, Futurism.

Marrakech, also known as the “Red City” or “Al Hamra” is Africa’s fastest growing travel destination. Located in southwestern Morocco,

Discover

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Emma adds a trip to Milan to her shared wishlist

Emma’s search results for ‘Milan’

Enjoy a 3 day break near Milan’s beautiful lakes, enjoying a Mediterranean cuisine … read more

Book now: £249Book now: £249 Add to wishlistAdd to wishlist

3 day break near Milan’s lake area

7 day holiday at Marakkech

Emma’s wishlist

Book now: £249Book now: £249 Share with othersShare with others

Book now: £249Book now: £249 Share with othersShare with others

3 day break near Milan’s lake area

Emma’s shared wishlist

7 day holiday at Marakkech

View detailsView details Help EmmaHelp Emma

View detailsView details Help EmmaHelp Emma

Emma can add trips to her wishlist.

She can choose to share them with others (publicly, or with friends, or specific individuals)

These people can view Emma’s shared wishlist, comment on it, or even contribute money towards Emma’s travel.

Plan

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John’s parents contribute towards Emma’s trip

3 day break near Milan’s lake area

Emma’s shared wishlist

7 day holiday at Marakkech

View detailsView details Help EmmaHelp Emma

View detailsView details Help EmmaHelp Emma

£100 contributed out of 249

Fund Emma’s trip to MilanMore details Itinerary Reviews

Contributions received:• John £50• anonymous £50

Contribute towards Emma’s trip

149 Help EmmaHelp Emma

Thank you

You gifted £149 for Emma’s trip to Milan

Emma can now make her booking to Milan at her convenience.

John’s parents, who can see Emma’s shared wishlist, can contribute towards her holiday.

They can contribute any amount towards her trip. The contributions build up until the cost of the trip is met.

At that point, Emma can make her booking.

Plan

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Emma views attractions on the route she is travelling

Plan

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John and Emma get a docket tailored to their trip

Welcome to Milan

Travel docketfor

John Wiseand

Emma Marr

23 – 25 October 2008

John, Emma,

Congratulations on booking your trip to Milan with us.

We would like to help you make the most of your visit. So here is some material that should help you.

This folder has copies of all of your travel documents. We have also enclosed local contact numbers of our offices.

John, we have included some tourist guides of the famous cathedrals in Milan and other architectural tourism hotspots that we believe you will be interested in.

Emma, we have a selection of the finest Mediterranean restaurants our customers have recommended lined up for you.

We hope you enjoy your trip.

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Plan

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They are alerted on their mobile about travel events

Your ticketYour electronic ticket number is VA8298FJH398.

You don’t need a printed ticket. Just present this number at the airline check-in desk.

Check in onlineYou can now check in online. Just send a message to 07911 222 333 with your ticket number: VA8298FJH398.

That’s it. You will be checked in to the flight!

ReminderYou should leave in the next hour to be able to catch the 10:30am flight to Milan.

Don’t forget to take your passport. You don’t need a ticket: just quote the number VA8298FJH398

Flight delay alertYour flight has been delayed.

VA1023 from Heathrow to Milan will now be departing at 11:30am instead of 10:30am.

Message sent at 9:15am

Subscribe to this data and alerts customers about things tailored to their needs, just when they need it

Experience

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John finds nearby attractions and restaurants

Recommended for John Restaurants near your location

Experience

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John learns that his friends are at Milan as well

Travellers near you

Experience

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At Milan, John shares photos from his mobile

Upload your photo

Share

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Most travel sites today have similar featuresSome illustrative features Thomson Thomas

CookLast-

minuteExpedia

Search suggestions (Search as you type)

Search filtering

Map mashups

Third-party content mashups

User generated photos

User generated reviews

Collective reviews (What’s popular? )

Personalised pages X

Expedia.co.uk

Lastminute.com

Thomson.co.ukThomascook.com

Statistics for the United Kingdom only

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But many key components of Travel 2.0 are missingSome illustrative features

Search suggestions (Search as you type)

Search filtering

Map mashups

Third-party content mashups

User generated photos

User generated reviews

Collective reviews (What’s popular? )

Personalised pages and search X

Social recommendations X

Widgets in third party sites X

Live agent chat X

User-editable help pages (Wikis) X

Location-specific information (Geo-tracking) X

Mobile device support X

etc.

PersonalKnowing who the user is, and showing only what is relevant to the user

SocialAllowing the users to talk to each other, and build relationships

OpenLeveraging external content, and enabling access to content

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Some views on how to bridge that gap

• Deliver recommendations based on the user’s preferences– Build an analytics framework to understand behaviour and to suggest based on preferences

– Customise pages and searches based on these recommendations

• Mine customers’ existing online networks– Identify preferences from their public online behaviour (e.g. Flickr, MySpace, Facebook, etc.)

– Identify contacts from their Facebook, Yahoo mail / Gmail / Live mail or other relationship networks

• Build a community with users interacting directly with each other– Allow users to map their off-the-site relationships within travel sites

– Allow users to discover others with similar preferences, and interact with them (e.g. follow recommendations and activities, discuss holidays and travel tips)

• Provide services for the Experience and Share part of the travel cycle– Provide location aware services (e.g. sights near you, friends near you, hotels near you)

– Provide mobile services (e.g. upload photos from mobile, get itinerary, update status)

• Expose your content and functionality beyond your websites– Create widgets to expand the reach of your site’s functionality (e.g. Facebook apps)

– Create an API for third parties to book holidays from their site (e.g. Amazon’s ECS)