What is PixMeAway?
Have you ever heard about image-based search engine? Probably not! It is a new concept developed in 2011 by the Austrian start-up Pixtri. Researchers observed that most of the Internet users start looking for their future trip by typing several words and/or destinations into search engine without being sure of where they want to go. They decided to replace text-based search by image-based search engine. The aim of this service is to facilitate travel search on the Internet, especially in the very first steps of the decision-making process.
How does it work exactly?Instead of thinking about criteria and destination attributes that match with their travel preferences for hours, Internet users can simply select pictures, which reflect best their emotional state. Depending on their pre-defined motives to travel, PixMeAway suggests them a profile (out of seven scientifically-proven travel personalities), describing which type of traveler they are. Then, they can find different recommendations, such as destinations, on-site activities, landscape pictures… They can find travel guides and even book rooms online. Therefore, Pixtri makes money from its hotel partners, and also from the sponsor of its suppliers in exchange of the publication of specific pictures aiming at enhancing the image of the destination. Last but not least, PixMeAway can be defined as a travel community, since users can share their travel experiences and recommendations directly on the website.
Why pictures are so important?
Google has defined the 5 stages of Travel, which are explained by Matt Bitzer: DREAM A Little Dream - PLANNING The Master Plan - No Reservations about Making a BOOKING - It's About the EXPERIENCE - SHARING The Moments. To make people dream, Google recommends using social media and blogs, sharing photos, information and experiences. Moreover, after having done a survey, Joel Brandon, TravelZoo UK Managing Director, pointed out that most of the Internet users are complaining because they cannot find enough pictures and information about what they are looking for when planning a trip. Therefore, Pixtri has well foreseen this trend, understanding that people need to find inspiration through photos to make their first-step decision: which destination do I choose? They also understood that people were expecting easily accessible information to save time and book some services very fastly. All in all, thanks to PixMeAway’s good use of IT development, consumers are now assisted in selecting a destination.
How is this concept innovative?
As mentioned above, the decision-making process of a traveler is quite complex and many would-be travelers experience difficulties in deciding where to go. The ‘dreaming’ stage involves push and pull factors. Many booking websites, such as the Explore application of Kayak.com, suggest trips according to a number of parameters. For example, Kayak.com assists would-be travelers in selecting a destination according to the budget, POI (Point of Interests) and desired temperature at the destination. This is an improved way of applying filters from a database of several travel options; and it is based on purely conscious and rational parameters. The originality of PixMeAway service lies in the searching method and the way it aims at inspiring users. Indeed, it is the first image-based search engine, which filters destinations from images. The underlying principle is that a picture is worth a thousand words. Therefore, the research is based on the emotional content of pictures, in opposition to Kayak.com’s more rational parameters. The selection of a set of pictures that appeal to the website user, enables to determine a traveler profile and then a destination, which corresponds to such profile.
Views from the Generation Y
PixMeAway offers an innovative concept derived from one of the functions of social media: sharing pictures, sharing experience and inspiring people. It improves the concept by aggregating content and providing the necessary information related to the destination (main point of interest in the destination, activities, travelers information such as prices index, weather, etc.). It intends to answer to a need of Internet users for having all the information in a same place (website).
Nonetheless, one can notice some drawbacks including the content, the narrow selection of pictures and the design of the website.
The content regarding destination could be more comprehensive and original. For example, the description of the country is a text from Wikipedia. Without downsizing the quality of Wikipedia articles, it would be more appealing to write about the destination in terms of traveler experience, rather than in factual terms.
Show me the pictures
The selection of 63 pictures on the website is comprehensive, but users might want a larger choice of pictures in a different layout. Let’s be honest, it’s great to dream big but the size of pictures on the website, which are relatively small, may narrow the scope of your dreams. One would like to see larger pictures for a greater ‘wow’ effect, with dynamic gallery.
PixMeAway could also source pictures from Social Media. Latest developments in image analysis and image-based search engine, has permitted to launch algorithms, which can select picture with similar content. Let’s imagine that PixMeAway builds your traveler profile based on your Facebook pictures (or pictures from your computer). This would be a way to engage users and provide a personalized service.
It’s all about making money, isn’t it? On a financial point of view for the company, PixMeAway is streaming revenue from hotel bookings coming from its website. It could reinforce the visibility of the booking service on its website by increasing the linkage to it.
The word of the end?
PixMeAway has shown creativity and ability to innovate by answering to the needs of consumers, lost in the hyper-information world of the Internet. It applied the image-based search engine technology in a playful manner. However, in terms of destination marketing and users engagement, some progress could be made. PixMeAway is probably a visionary. The company is starting to build its reputation, a proof of it is the Industry Contribution Award it won at IFITT ENTER conference 2013.
Sources:
- How to Search Images Online – Most Adavanced Methods. By Ann Smarty on 8 October 2008. Retrieved from http://www.searchenginejournal.com/how-to-search-images-online-most-advanced-methods/7786/
- How To Target Customers In Each of the 5 Stages of Travel. By Matt Bitzer on 27 February 2012. Retrieved from http://www.bluemagnetinteractive.com/blog/89-how-to-target-customers-in-the-5-stages-of-travel.html
- Pan B., Xiang Z., Law R., Fesenmaier D. R. (2011). The Dynamics of Search Engine Marketing for Tourist Destinations. Journal of Travel Research 2011 50: 365. Retrieved from http://jtr.sagepub.com/content/50/4/365.full.pdf+html
- PixMeAway.com makes travel planning easier. Posted by Theodore Koumelis on 24 April 2012. Retrieved from http://www.traveldailynews.asia/news/article/48975/pixmeaway-com-makes-travel-planning-easier
- Pixtri Press Release. http://www.pixtri.com/wp/wp-content/uploads/2012/01/Pixmeaway_Press-Release_EN.pdf
- Pixtri Website: http://www.pixtri.com/wp/?page_id=2
- Tnooz (2012) PixMeAway creates image-based travel search and recommendation engine. Posted by Kevin May on 20 July 2012. Retrieved from http://www.tnooz.com/2012/07/30/tlabs/pixmeaway-creates-image-based-travel-search-and-recommendation-engine/
No comments:
Post a Comment