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- 1. everlater the social companion for world explorers The Current State Of User Generated Content and Online Travel Presented by: Nate Abbott Natty Zola http://www.everlater.com/ Page 1
- 2. everlater the social companion for world explorers People spend a lot of money on travel. • World (personal) travel spend of $3.2tr in 2008 • Expected to grow to $5.4tr by 2019 • 903bn international tourism arrivals • Growing at 6.6% y-o-y http://www.everlater.com/ Page 2
- 3. everlater the social companion for world explorers Guide books ($$) When people travel, they are spending large amounts of money on things they don’t know about. Online reviews http://www.everlater.com/ Page 3
- 4. everlater the social companion for world explorers 14.8mm travel books were sold in 2007 11% increase over 2006 http://www.everlater.com/ Page 4
- 5. everlater the social companion for world explorers Guide books Online reviews traveler traveler “EXPERT REVIEWER” traveler traveler traveler TRAVEL traveler SITE traveler traveler traveler traveler traveler traveler traveler traveler traveler traveler traveler • One-to-many • Many-to-many • Not independently verifiable • Huge variety of descriptions • Short descriptions • Differing viewpoints and diverse opinions • Portable • Wisdom of the crouds ...and what does this mean? http://www.everlater.com/ Page 5
- 6. everlater the social companion for world explorers ONLINE TRAVEL EXPLOSION!!! 65% of US travelers used the internet to make travel plans tripadvisor.com alone has ~20mm user generated reviews http://www.everlater.com/ Page 6
- 7. everlater the social companion for world explorers BUT WAIT! Are online sites really useful? http://www.everlater.com/ Page 7
- 8. everlater the social companion for world explorers Spotty information • User generated content is... user generated! • Can’t be depended upon • Selection bias • Bad for unpopular destinations “Looks like we’re sleeping on the street tonight, Natty” Source: www.wayn.com / Hotels in Banos, Ecuador http://www.everlater.com/ Page 8
- 9. everlater the social companion for world explorers Anonymity • Unable to make judgements regarding similarity of travel styles Q: Who’s right??? • Who is right and who is wrong? A: both!!! • No social penalty for lying Source: www.hostelworld.com / Tango Backpackers Hostel, Buenos Aires http://www.everlater.com/ Page 9
- 10. everlater the social companion for world explorers Extremism • Incentive to publish an “average” opinion is low • Positive reviews are the norm (out of 321 Marrakech hotels, three were ranked below 2 1/2 stars Source: www.tripadvisor.com / Riad Zolah, Marrakech, Morocco • No uniform rating system Out of 119 reviews, 116 were positive -- nominally a good sign, but this is the norm! http://www.everlater.com/ Page 10
- 11. everlater the social companion for world explorers Solutions? http://www.everlater.com/ Page 11
- 12. everlater the social companion for world explorers www.everlater.com http://www.everlater.com/ Page 12