Compete Consumer Generate Travel Content

Consumer Generated Content in Travel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Methodology: understanding CGC motivations and behaviors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CGC already influences $10 billion a year in online travel ,[object Object],[object Object],[object Object]

CGC starting point Mini-Sites, Promotions, & Events Integration Into Your eCommerce Platform Brand Management on Third Party Sites How much control should I maintain over CGC? How much CGC exposure should I seek to create among travelers? Travel marketers are asking two main questions about CGC ,[object Object],[object Object]

Case Study: Sheraton Hotels ,[object Object],[object Object],[object Object],[object Object]

Sheraton transformed its website into a social platform ,[object Object],[object Object],Sheraton’s new social site launched at end of Q2 2006

Profile of Sheraton’s site audience ,[object Object],[object Object],[object Object],[object Object],SCREENSHOT

Sheraton’s CGC tools: as valuable as customer service ,[object Object],[object Object],Usefulness of Sheraton Website Functionality (% identifying the component as helpful among those who recall viewing it)

Sheraton has artfully maintained control of the dialogue ,[object Object],[object Object],Likelihood to use tools on Sheraton site (% likely/unlikely to perform each activity, among all site visitors)

Integration of CGC is tied to eCommerce performance ,[object Object],[object Object],[object Object],Feedback on social planning tools (reaction of site visitors to implementation of CGC tools for sharing trip stories)

CGC coincides with increased conversion rate ,[object Object],[object Object],Sheraton Online Conversion Performance (% of Sheraton site visitors reaching each step of the hotel booking process) Sheraton’s new social site launched at end of Q2 2006

Case Study: Southwest Airlines ,[object Object],[object Object],[object Object]

Southwest involved consumers in its brand marketing ,[object Object],[object Object]

Profile of Southwest’s site audience ,[object Object],[object Object],[object Object],Note: Profile & Survey is for all Southwest.com visitors, not mini-site visitors

Many Southwest visitors are aware of the CGC promotion ,[object Object],[object Object],Behavior Among Recall Group (% performing each activity among those stating awareness of Southwest promotion)

Greater interest in viewing video content than creating it ,[object Object],Likelihood to Participate (% of Southwest site visitors willing/unwilling to participate in a Southwest contest including each activity) Vote for Consumer-Created Videos Create & post my own short video Want to have winning video appear on TV

Indirect relationship between Southwest contest & bookings ,[object Object],[object Object],[object Object],Feedback on User Generated Video Campaign (% reaction of Southwest site visitors to implementation of CGC video campaign)

Case Study: TripAdvisor Users ,[object Object],[object Object],[object Object]

TripAdvisor is the leading destination for travel reviews ,[object Object],[object Object]

Profile of TripAdvisor’s site audience ,[object Object],[object Object],[object Object],[object Object]

Peer opinions are highly valued Perceptions of TripAdvisor Content (% of TripAdvisor visitors agreeing with each statement) ,[object Object],[object Object]

Consumers welcome a brand’s involvement in the dialogue Change in Opinion if Content Added to TripAdvisor (opinion of a brand that posts the information on TripAdvisor) ,[object Object],[object Object]

New Innovators in Social Travel

Eons.com is unlocking new potential in social travel ,[object Object],[object Object],Eons.com Site Traffic (monthly unique visitors, Apr 06 – Mar 07)

Online CGC on Eons leads to offline social travel ,[object Object],[object Object],[object Object],[object Object],[object Object],Eons Online Community New Social Travel ,[object Object],[object Object],[object Object]

Assessing Consumer Generated Content opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mini-Sites, Events & Promotions Integration Into eCommerce Platform Brand Management on Third Party Sites CGC starting point How much control should I maintain over CGC?

Compete Consumer Generate Travel Content

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