Competition Analysis New Media Entrepreneurship Travel Group Business Team
Overview of Travel Industry § Generally two groups of travel websites: ones that aim to sell travelers trip packages and ones that aim to give travelers location information § The trip-package side is more for convenience, while the information side is more for enriching travel experience § The trip-package side feels more commercial, while the information side feels more personal and intimate § The best sites are those that combine both (Lonely Planet) § Navigation is usually easy, but pages can become cluttered with repetitive information § The best community features are those that allow users to write in forums, as well as share pictures, videos, lists of itinerary, map mashups, through multimedia means § User registeration preferred though not required § Most make money through advertising, some also through selling print guide books
Expedia § Mainly a website for searching and purchasing travel packages § Allows features such as booking flights, hotels, rental cars, cruises, and business travel § “Indiana Jones Experiences” gives recommended itinerary through the main tourist sites § Makes money mainly through advertising, but also affiliates, co-brand, and print label
Expedia § Rather easy to navigate through the site, with the tabs on the top indicating transportation models § Powerful search engine allows one to find the best deals on any flight/cruise from all locations using all modes of transport § User can register or log in as guest to create own travel itinerary § No community features--the descriptions of the tourist sites provided by the site staff § Some material on the individual sites repeat themselves § The disorganized advertisement banner placements gives a feel of commercial site rather than personal travel community § “Over 20 billion in annual gross bookings” § Gross profit as of 2008 grew 25% as compared to 2007
Lonely Planet § Similar to Expedia but with added features § Community features include the Thorn Tree Travel Forum, a forum on which members share travel tips § Encourage users to register § The Bluelist is a travel list created by users on the most interesting places in a certain country § Video section allows users to upload videos of their travels --works just like Youtube
Lonely Planet § Uses top navigation bar with sub navigation bar upon roaming; rather easy navigation throughout the site § Organized by destination, flight bookings, print travel guides, and hotels § Less emphasis on selling travel packages than presenting travel location (convenience vs. content) § The Travel Stories section uses mainly Lonely Planet writers to write reviews § Also includes travel blogs written by mainly users to share travel experiences § Allows users to share photos and videos through RSS feeds and through podcasts § Users can search for other users’ travel stories by destination or by author § Other interactive features include map mashups that allow different users to contribute reviews
Lonely Planet § Cons are that sometimes the video section, the Bluelist Section, the Travel Stories, and the Thorn Tree forum section overlap § Also the combination of user-generated content and Lonely Planet writers’ content can be confusing. Not enough aggregated content from other sites (ex. Current news of the country) § Makes money through advertisement banners, travel guide books, Lonely Planet TV, affiliations, and supporting charity organizations worldwide § Offers many different jobs including freelance writer, editor, photographer, etc. § Also advocates responsible traveling by providing tips on safe and environmentally-aware traveling
Fodor’s § Provides information on destination, hotels, restaurants, cruises, tours and itinerary § The Travel News section comprises of staff reviews of the selected locations and restaurants § The Talk section is a travel-based forum which looks rather amateurish § The Book It link leads to the Expedia’s main page to search for good deals on travel packages
Fodor’s § Travel News section also includes tips on traveling, as well as photo contests which interact with users § Barely any community features except for the Talk forum, clicking on user’s name just shows all his comments § Overall rather easy to navigate around the site § Allows users to rate the restaurants and attractions like other travel sites § Also aims to sell their travel books online § Claims to have up-to-date information on 300 destinations around the world § Also claims to attract 1. 5 million unique visitors every month
Frommer’s § Also mainly a travel website to sell good deals on travel packages, but with more customer information § Allows users to find destinations, hotels, and book trips § Also includes trip ideas searchable by activities (cruise, airline, road trip, etc) and lifestyles (honeymoon, single, student, etc. ) § Also includes travel tips such as going through foreign airports and travel safety, written by staff
Frommer’s § Frommer’s “Tips and Tools” page offers a good collection of tools such as calendar of world events, cultural customs, entry requirements (passport and visa), money exchange details, packing tips, and insurance and health concerns § Also includes interactive maps § Community features include the Travel Talks forum, organized by boards of different topics § Clicking on user’s name shows all his contributions § Makes money through advertising, content licensing, affiliate program, as well as guidebook selling and advertising § Also booking partners with third party commerce companies in links
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