travel zoom 2012: whose opinion is it anyway?
DESCRIPTION
Slides from a talk given at Travel Zoom 2012, in Bled, Slovenia, March 22nd 2012. The talk spoke about the challenges professional travel publishers face from user generated content.TRANSCRIPT
Whose Opinion is it Anyway?Professional meets social in travel publishing
Travel Zoom 2012 March 22, Bled, Slovenia
Craig TurpEditor-in-chief
In Your Pocket City Guides
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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We are all going to lose our jobs!
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Professional travel publishers have nothing to fear from
user generated content
User generated content offers professional travel publishers two
big opportunities
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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What is meant by user generated content (UGC)?
A (very) brief history of travel publishing When travel really was a leap in the dark How professional content and UGC can
be brought together
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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User Generated Content (UGC)
Created by end-users, consumers People who stay at hotels, eat at restaurants,
visit resorts, cities etc. UGC is sharing an experience Tools such as Trip Advisor, FourSquare,
Booking.com, Twitter, Facebook, Instagram, Pinterest etc. make it very easy to share our experiences
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Travel publishing before UGC
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Fundamentally, travel publishing did not change for the next 170 years
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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At first, the internet changed little
There was more information available, about more destinations, but it was still a one-way experience
The market was still dominated by major publishers
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Then came UGC
Wikitravel, Trip Advisor Gave people the opportunity to do what
they had always done: share experiences Limitless audience Took power away from travel publishers
and travel agents
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Poiana Brasov, Romania 1989
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Poiana Brasov, Romania 2012
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Who do we trust?
Professionals or amateurs?
Guidebooks or user generated content?
Whose opinion is it anyway?
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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It doesn't matter
Consumers want information which is useful to them
Information should be accurate Less importance is placed on the source than
ever before
This is why travel publishers are concerned
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Making sense of it all
The value will be in bringing
all these things together
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Filling Spaces
Every UGC travel website or app is a space to be filled
Who manages those spaces? Who is having the conversation with
consumers?
Entrepreneurial travel writers, publishers are best placed to fill those spaces
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Curation: Bringing together the best
travel content
Professional seed content Professional research Professional editors Carefully selected user generated content from
as many sources as possible All in an easy to consume package
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Embrace UGC
It's not going away Used well it offers everyone in the travel
industry a number of opportunities Travel professionals need to be more
entrepreneurial, more social We have nothing to lose but our jobs!
March 22, 2012 Travel Zoom 2012, Bled, Slovenia
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Craig TurpEditor-in-chief
In Your Pocket City Guides
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