Wikivoyage: A new threat for the travel industry?

The Wikimedia foundation (WMF), the non-profit parent organization of Wikipedia officially launched on January 15, 2013 their newest project, an online travel guide called “Wikivoyage”. The article written by CNN travel staff and published on their website (January 16^th, 2013) introduces this new travel site and highlights the potential impact that it could have on the travel industry.

Sue Gardner, the executive director of the Wikimedia foundation claimed that the project was initiated on the basis of a very simple observation: “ There is a huge global demand for travel information, but very few sources are both comprehensive and non-commercial. That’s about to change”. They aim to establish the site as the ultimate travel guide 2.0: it means complete, free, up-to-date, reliable and collaborative.

What is it exactly?

This is a free online travel guide that just like Wikipedia is built collaboratively by a group of 200 volunteers, written and edited by travellers for travellers. The site already houses 50 000 articles on destinations around the world and is available in nine languages. All its content is published under a creative common licence that allows anyone to read, copy, print, save, modify, distribute, sell and update it. Much of the content has been migrated over from Wikitravel site. This one was sold to Internet Brands and a number of users and editors left the site because the new owner introduced advertising on the service.

A typical Wikiwoyage page provides you practical information and the traditional section of a travel guide as the places of interest, history, shopping, accommodation, climate and so on. It has been designed to be read online or on a smartphone and can be printed out to take with you on your travels. The interesting aspect is that you can create your own travel guide by selecting pages from the site with the free book “Creator” option.

As an example the journalist explains « if you’re heading to Thailand and visiting only Chiang Mai, Bangkok and Phuket, rather than buy a whole book on the country you can select the pages highlighting only the destination you want, as well as the overall information on Thailand, like currency and transportation options, Then download it and send it to whatever device you want to access it from. »

Impact on the travel industry

The project has already attracted attention, especially in the travel sector. Indeed for some it is a major new tool that is susceptible to revolutionize the e-tourism sector as well as Wikipedia revolutionized the encyclopedia and digital research word.  For others it represents only a new player, certainly disturbing but who comes a little later into the travel industry. Are online travel guides likely to experience direct competition from it? Finally how might destination and travel business use the new site as additional social media platform for marketing?

According to Jani Patokallio (travel industry news website Skift) Wikiwoyage and the others online travel guides such as TripAdvisor, Lonely Planet and so on do not play the same game. Indeed, there is no commercial and transactional component as we can found on others sites. The role of this free resource is more located upstream in the decision making process of the traveller.

Moreover some professionals recommend to the tourism stakeholders especially for the DMO to invest in the site Wikiwoyage because it could be a useful tool to update information. Besides its content could quickly appears on multiple travel sites and mobile applications.

Wikivoyage will have some important challenges to tackle as the problem of objectivity and subjectivity of the articles, which appeared also with his sister Wikipedia. Another issue will be the regulation by keeping away the restaurateurs, the hotel managers and so on that would like to advertise their business. Wikivoyage refuses to become the yellow pages.

This article is interesting to see how this new form of travel guide could disrupt the sector. Social media invaded the tourist web. These 2.0 tools can take many different forms: collaborative blog, wiki, social networks, websites for sharing photos or videos, and more. They have a huge impact on tourism. Social media has changed the consumer behaviour in terms of preparation and purchase of their trip. We passed through a logic of sharing experiences with others travellers, through site assessments, reviews and comments on social networks.

It is a bit early to predict the success or failure of the project. However if this new tool of sharing information manages to federate the online community of passionate by travel and tourism, the contributors will be numerous and the content will be richer. The site could compete on a more or less long term with publishers of guidebooks and online travel sites.

                                   http://www.youtube.com/watch?v=N_Cis219YVI

                                                                  Coralie DEGUERVILLE, Alyssa KIEFFER, Lou MICHEL

Article from: http://travel.cnn.com/wikivoyage-has-arrived-619306

Other information: 
- http://www.tourmag.com/Wikivoyage-Wikipedia-lance-un-guide-de-voyage-collaboratif-ce-mardi_a56400.html
-http://www.csmonitor.com/Innovation/2013/0111/With-Wikivoyage-Wikipedia-makes-foray-into-world-of-travel-guides

Pictures from:
- http://www.netpublic.fr/2013/01/wikivoyage-wikipedia-voyages/
-http://www.news.com.au/travel/travel-advisor/wikivoyage-to-shake-up-online-travel-guidebook-world/story-e6frfqfr-1226554439282

Big Data

The Mayans had predicted it, saying that December 21, 2012 would be the end of a cycle because the information would flow faster than what we could interpret.

"The Big Data allows to identify patterns and trends from a large number of data produced on real time, continuously and from a various sources" (Nieuwbourg, Philippe). It helps stakeholders to customize their offer and to analyze their online reputation from their presence in social media. As such, the Big Data improves the competitiveness of businesses on condition that users know how to interpret the data.

With the development of devices ( 2008 birth of the iPhone, 2013 iPhone has 4G and wifi, ipad is born, and the number of laptops sold exploded, which mean 3 devices per person) and the explosion of Internet, we are more connected and therefore we hinder phenomenal data volumes. We have entered the era of Big Data, implying the analysis of large-scale data. Large Web 2.0 firms were the first to face this phenomenon and to find solutions. Then it has impacted web specialists (Yahoo, Google, etc..), e-commerce (e-Bay, Amazon, etc..) and social networks (Facebook, Twitter, Linkedin, etc.).

To read and analyze Big Data, the company has to master a set of technologies, tools and processes to store, create, manipulate, manage and analyze very quickly - even in real time - these large amounts of data and the heterogeneous contents to extract relevant information for decision making. But it seems that the use of these massive data depend on the needs and strategy of the company. For example: optimizing processes, understanding behaviors, capturing trends, analyze opinions, create new market opportunities.

Travel businesses often offer complex, multi-level service products with inventories that move around the globe (car hire or cruise are good examples).  On top of this, almost all car-hire, hotels, airlines, cruise and OTAs also use dynamic pricing. This dictates that travel business models are sometimes harder to manage than normal retail, even with excellent solutions available on the market. Most travel businesses are hungry for better data and analytics in order to better forecast, predict and price. Tourism companies must invest heavily in this area to take advantage of this information to properly select these customers, transport, ... "Sell the right product to the right customer at the right price and at the right time" (yield management)

Challenges for the coming years

Concerning the future and challenges for 2010-2020, it seems that Big Data should be seen as THE major challenges of Information Technology. As experts say, beyond the technical difficulties posed by the capture and storage of data, understanding and interpreting this mountain of information requires expertise and experience that cannot be found yet. It has been estimated a deficit of 140 000 to 190 000 specialists in data analysis by 2018, only to the United States.

Thus, the ability to mobilize resources and expertise to develop tools, manage and extract relevant information is a challenge for years to come. Accumulate information is one thing, use it intelligently is another.

Alexis & Gabriel

http://etourismsummit.wordpress.com/2012/09/26/dmos-are-now-able-to-use-big-data-to-find-new-channels-to-target/

http://www.eturbonews.com/33051/big-data-big-overstatement

PixMeAway – “Show me your pictures and I show you the world”

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/

Using Video to Promote and Extend the Life of Your Events

Today, most of organisers think about introducing new technologies and innovation in their events. However, professionals have to measure whether the event is appropriated or not and whether visitors will understand this new approach.  The event industry is changing so fast, with a multitude of new technologies appearing to impress and attract visitors, extend communication on the event and simplify the organisation process. Event companies want to insert those new tools in their event. In fact, Internet video is becoming a strong tool for communication and marketing in the event industry. This article will focus on the impact of this growth for the promotion and extension of the life duration of events with examples and ideas for improvement.

According to ComScore, the number of videos watched in the U.S. grew by 660% month-over-month from February 2011 to February 2012. U.S. viewers watched nearly 38 billion videos during the month of February 2012 along with 7.5 billion video ads with Google’s YouTube generating the highest number of views at 16.7 billion. This is due to the growth of “Smartphones”, “Tablets” and other mobile devices and also due to the easier and faster connection made available by social networks.

            People grow with television and use to watch videos. The impact of videos becomes stronger than the message that a web page or a flyer can deliver. Videos are more effective for audience retention than other tools of communication and marketing. Studies shows that we remember 10% of what we’ve read, 20% of what we hear, 30% of what we see, and a huge 50% of what we hear AND see. Indeed, meeting planners try to use the video promotion for what it offers as facilities (higher audience, engagement, Plummeting Costs, accessibility …)

            So how can you optimize your video promotion? Few recommendations:

Before the Event:

·       Create a promotional video: quick overview of the coming highlights, speakers, registration link …

·       Post this video to YouTube and your website, and use embedded video links in promotional emails for the event

·       Post musicians, and other entertainers YouTube clips on the event page

·       Aggregate these videos in one spot online

·       Post these promotional videos on your social networks pages

·       Create an event Twitter #hashtag to promote as a search vehicle through all social media channels.

During the Event:

·       Webcast the keynote addresses and other key portions of the event

·       Stream other portions of your event to remote audiences in a hybrid meeting format

·       Use the video produced to provide introductions and compelling content at the general sessions

·       Video record your CEO or other executives discussing something cool

·       Encourage speakers to incorporate video in their presentations

·       Bring in remote speakers using streaming video

·       Capture video of the educational sessions, event press releases, Gala dinner …

·       Interview satisfied attendees to use to promote the next event

·       Include QR codes in exhibit hall signage and in printed material

·       Encourage attendees, speakers and attendees to collaborate and share

After the Event:

·       Video recordings of the sessions (all or part of them) can be posted for on-demand viewing

·       Videos of key sessions can be highlighted throughout the year, providing continuous fresh content

·       Let your speakers, exhibitors, visitors and others express the success of your event

·       Time to feature sponsors in promotional videos

   All in all, it would be a tremendous mistake not including videos for pre, during and after event experience either to refresh visitors memory or showing others what would they miss if they decide not to be the part of your revenue.

Contributed by Hamza FARIS & Miroslav MILETIC

Article: Ball, C. (2012). Using videos to promote and extend the life of your event, retrieved from: http://www.corbinball.com/assets/docs/VideotoPromoteYourEvents.pdf

http://www.youtube.com/watch?v=zl1gG_wgcRk

Audience Measurement Systems, a wow in progress

How many people are actually attending a conference, instead of empty the buffet table in the corridor? Is the audience really listening to the orator? And if not, will a joke catch their attention back? All those questions can be answered thanks to an incredible technology: The audience measurement device created by Samsung, or Prom Accy Digtl Signage Audience Measurement, for the specialists.

Created in 2008, it allowed the owner of the device to collect data such as the number of people within an audience and their gender. But thanks to partnerships with other software or advertising companies such as TrueMedia, the device has been given the ability to also record the attention span of the audience by focusing on their eyes. This is a great way for the companies that organises the event to measure the effectiveness of the event, in terms of both numbers and attention of the attendees.

But this device also has great potential in the marketing field. Indeed, by knowing who is looking at an advertisement, the “smart panel” will be able to adapt itself to its audience. Is it a male, a female, a group of person, young or old…?

This is becoming a critical tool in events and with the usual marketing campaigns that go with them. Nowadays in order to stay in the mind of a potential customer, advertisers need to strike their audience, they need to bring the “wow” factor that will amaze and entertain the randomly passing fellow attendee. And what can do that better than a self-adapting add that will follow you in the hallway?

Thanks to the audience measurement the advertising will be able to focus on particular points, particular emotions that are relative to the gender of the audience. Observed results from advertising using this technology prove a 90% accuracy in customer satisfaction. Women are looking for safety and security? Here is an advert about how safe and comfortable my car is. Men are looking for excitement? Let’s change the advert to one showing how fast my car can go. And why not adding some comments from people of the same gender as the audience? Possibilities are seemingly endless with this, not so new but so very innovative technology... 

See bellow the video bellow for a demonstration and technological information:

http://www.youtube.com/watch?feature=player_embedded&v=HQLtXFlElyk


Written by Alexis Brenet and Qian Ge