CHICAGO -- The Internet has made the world a smaller place, and perhaps no category has felt that impact as much as the travel industry. Some 83% of people who travel are Web savvy compared with 71% of the general public, and by 2010, about nine in 10 travelers will conduct their search and trip planning via the Internet, per Forrester Research, Cambridge, Mass.
Web sites where consumers can read travel journals and reviews of hotels, cruise ships and attractions written by fellow travelers are rapidly gaining popularity. Among them are TripAdvisor.com , IGoUGo.com and TripPost.com.
One of the challenges now facing destination marketers is finding the best ways to mine these online consumer referrals.
"Ad speak and market speak are dead," said Dale Brill, CMO at Visit Florida, the Sunshine State's official tourism unit. "Consumers don't want to hear ad copy. They want to hear first-person from people who are out there."
Visit Florida will give social networking a try in October. The tourism board will unveil video blogs manned by 10 experts, each one covering specific travel interests. St. Petersburg Times outdoors reporter Terry Tomlin, for example, will host a blog covering Florida wildlife. A woman with the handle "Hip Chic" will gush about the Florida social scene and shopping.
Whether or not travelers will relate to Visit Florida as they do to TripAdvisor remains to be seen. "Many of those [consumer-driven] Web sites are seen as an objective third-party, giving other consumers unbiased recommendations," said Laura Ries, president at pr consultancy Ries & Ries, Norcross, Ga. "Certainly Florida should have a site that has info, but they can't expect people will see that as a third-party source."
Visit Florida will break a TV effort this fall, via Fahlgren, Columbus, Ohio, to drive Web traffic and encourage travelers to write blogs and submit their videos. In May, Florida's legislature will appropriate a budget for the state's tourism bureau. Ad spend was $15 million last year, a 67% boost over 2005, per Nielsen Monitor-Plus.
The Las Vegas Convention and Visitors Authority is closely tracking how other destinations embrace social networking and will review their online strategies when the next fiscal year begins in July.
"One element I'm observing in the travel industry is that the actual referral and recommendation from consumer to consumer is very popular and has a lot of strength," said Terry Jicinsky, svp-marketing at LVCVA. "It really adds a degree of credibility to your product offerings. So if destinations can figure out a way to manage that, I think it is very intriguing and does provide a good opportunity."
Among other activations, LVCVA will enhance its Hispanic outreach by launching a Spanish language Web site.
The Hawaii Visitors and Convention Bureau plans to drill deeper into online networks for its fiscal 2008 strategy following an encouraging run with its "My Hawaii" promotion. HVCB asked locals to submit recommendations and photos of their favorite places, which became content on the Web site. Firefly, Honolulu, handles.
"People want to connect with people and get the local perspective on things," said Jay Talwar, svp-marketing at HVCB, which last week broke a campaign that touts the $1 billion worth of renovations being put into Waikiki. "They want that all to be authentic."
(Come as you are: For a PDF list of the top 25 ad spends among tourism and convention bureaus in 2006, click HERE.)
Thursday, April 26, 2007
Inside America's Top 10 Bloggiest Neighborhoods
stolen from: http://outside.in/news/bloggiest_neighborhoods.php
Since we've been tracking local bloggers in over 3,000 US neighborhoods for the past six months now, we thought it would be fun to run the numbers and finally answer the question that's been on everyone's mind: what exactly are America's bloggiest neighborhoods? The results below are based on a number of variables: total number of posts, total number of local bloggers, number of comments and Technorati ranking for the bloggers. If your neighborhood's not on the list, start a placeblog or let us know about a placeblog we're missing — we'll calculate this list again next year and let you know what's changed.
The Neighborhood
The rapidly gentrifying tree-lined blocks of 19th-century townhouses are also home to the Pratt Institute of Art.
The rapidly gentrifying tree-lined blocks of 19th-century townhouses are also home to the Pratt Institute of Art.
Local Blogger
Jonathan Butler, creator of Brownstoner, who quit his Wall Street job earlier this year to run his popular real estate and home renovation blog full-time.
Jonathan Butler, creator of Brownstoner, who quit his Wall Street job earlier this year to run his popular real estate and home renovation blog full-time.
Local Obsessions
Will the nearby mega-development Atlantic Yards destroy the neighborhood's quiet charm? Is the still-hot Brooklyn real estate market headed for a crash?
Will the nearby mega-development Atlantic Yards destroy the neighborhood's quiet charm? Is the still-hot Brooklyn real estate market headed for a crash?
The Neighborhood
Emerging from a generation of economic decay, these centrally-located 19th-century Victorian row houses and their residents harbor the rich history of this "pre-Harlem center of African-American intellectual and cultural life".
Emerging from a generation of economic decay, these centrally-located 19th-century Victorian row houses and their residents harbor the rich history of this "pre-Harlem center of African-American intellectual and cultural life".
Local Blogger
An undisclosed Shaw resident behind Remaking le Slum Historique and The Shiloh Baptist Church blogs.
An undisclosed Shaw resident behind Remaking le Slum Historique and The Shiloh Baptist Church blogs.
Local Obsessions
Will H Street's historical significance as the center of the 1968 MLK assassination riots become a fleeting memory in the wake of the multi-million dollar redevelopment plan for the area?
Will H Street's historical significance as the center of the 1968 MLK assassination riots become a fleeting memory in the wake of the multi-million dollar redevelopment plan for the area?
The Neighborhood
After the Adaptive Reuse Ordinance was passed in 1999, developers were able to swiftly convert Downtown LA's vacant commercial buildings into renovated lofts and luxury apartment complexes.
After the Adaptive Reuse Ordinance was passed in 1999, developers were able to swiftly convert Downtown LA's vacant commercial buildings into renovated lofts and luxury apartment complexes.
Local Blogger
Eric Richardson, creator of blogdowntown and member of multiple neighborhood council committees.
Eric Richardson, creator of blogdowntown and member of multiple neighborhood council committees.
Local Obsessions
The displacement of the homeless population, particularly in the Skid Row area.
The displacement of the homeless population, particularly in the Skid Row area.
The Neighborhood
Comprised of 13 villages that form a bedroom community of nearby Boston. Home to the various campuses of Boston College, Newton has graced the top of the FBI's annual "Safest City" study for the last five years.
Comprised of 13 villages that form a bedroom community of nearby Boston. Home to the various campuses of Boston College, Newton has graced the top of the FBI's annual "Safest City" study for the last five years.
Local Obsessions
Houses appear to be selling - does this mean that the Newton housing market is picking up? How is the increase of Route 9 traffic from Chestnut Hill Square going to affect the Parker Street area?
Houses appear to be selling - does this mean that the Newton housing market is picking up? How is the increase of Route 9 traffic from Chestnut Hill Square going to affect the Parker Street area?
The Neighborhood
Located in one of the last remaining pockets of poverty in Chicago's North Side, it's home to a culturally diverse group of residents that have very mixed feelings about the rapid gentrification.
Located in one of the last remaining pockets of poverty in Chicago's North Side, it's home to a culturally diverse group of residents that have very mixed feelings about the rapid gentrification.
Local Obsessions
Don Gordon and Joe Moore's heated race for Alderman of the 49th Ward.
Don Gordon and Joe Moore's heated race for Alderman of the 49th Ward.
The Neighborhood
Previously known as the "Northwest (Industrial) Triangle", it was dubbed "The Pearl District" in the early nineties when a local compared the newly emerging artist lofts and galleries to pearls hidden within the crusty shells of this former warehouse district. The Pearl is now Portland's largest art district and has notoriously expensive real estate.
Previously known as the "Northwest (Industrial) Triangle", it was dubbed "The Pearl District" in the early nineties when a local compared the newly emerging artist lofts and galleries to pearls hidden within the crusty shells of this former warehouse district. The Pearl is now Portland's largest art district and has notoriously expensive real estate.
Local Obsessions
New neighborhood restaurant watch! Get Bento, Park Kitchen and Bay 13 are all on the radar this month.
New neighborhood restaurant watch! Get Bento, Park Kitchen and Bay 13 are all on the radar this month.
The Neighborhood
An affordable alternative to its rival Boston suburbs, noted for its citizen involvement in community issues and local politics.
An affordable alternative to its rival Boston suburbs, noted for its citizen involvement in community issues and local politics.
Local Blogger
Lisa Williams, vocal advocate of citizen journalism, author of H2otown, and co-founder of the newly-launched Placeblogger.com
Lisa Williams, vocal advocate of citizen journalism, author of H2otown, and co-founder of the newly-launched Placeblogger.com
Local Obsessions
A lack of interest led to the cancellation of the Watertown High School's 2007 Girl's Softball season - will someone start a youth softball league to seed the passion of softball to a younger generation?
A lack of interest led to the cancellation of the Watertown High School's 2007 Girl's Softball season - will someone start a youth softball league to seed the passion of softball to a younger generation?
The Neighborhood
Residents of this legendary cultural epicenter saw gentrification catalyzed in the 1990s by new federal and city policies and the development of the $66 million Harlem USA retail complex on 125th St.
Residents of this legendary cultural epicenter saw gentrification catalyzed in the 1990s by new federal and city policies and the development of the $66 million Harlem USA retail complex on 125th St.
Local Obsessions
Will buildings such as the Corn Exchange continue to sit vacant and tempt vandals? Or will community leaders and real estate developers finally come to an agreement over the best way to revamp these landmarks while preserving Harlem's history?
Will buildings such as the Corn Exchange continue to sit vacant and tempt vandals? Or will community leaders and real estate developers finally come to an agreement over the best way to revamp these landmarks while preserving Harlem's history?
The Neighborhood
While families lived on the hill, flatland manufacturing by firms like U.S. Steel, the Union Iron Works, the Western Sugar Refinery, Bethlehem Shipbuilding Co. and American Can Co., among others, ensured that the area remained largely industrial through most of the 20th century. But a combination of deindustrialization and the late-1990s Internet boom began driving the conversion of factories and warehouses into housing or offices.
While families lived on the hill, flatland manufacturing by firms like U.S. Steel, the Union Iron Works, the Western Sugar Refinery, Bethlehem Shipbuilding Co. and American Can Co., among others, ensured that the area remained largely industrial through most of the 20th century. But a combination of deindustrialization and the late-1990s Internet boom began driving the conversion of factories and warehouses into housing or offices.
Local Obsessions
Will the new Whole Foods, San Francisco's largest, be a foodie's dream come true or a commuter's traffic nightmare? Can the Good Life Grocery, a staple in Potrero Hill since 1974, survive the competition?
Will the new Whole Foods, San Francisco's largest, be a foodie's dream come true or a commuter's traffic nightmare? Can the Good Life Grocery, a staple in Potrero Hill since 1974, survive the competition?
The Neighborhood
Originally an independent community that was annexed by Miami in 1925, The Grove is home to enough restaurants and open air malls to have earned it the nickname, "Miami's Food Court". An active boating contingent takes advantage of the southern border along Biscayne Bay.
Originally an independent community that was annexed by Miami in 1925, The Grove is home to enough restaurants and open air malls to have earned it the nickname, "Miami's Food Court". An active boating contingent takes advantage of the southern border along Biscayne Bay.
Local Obsessions
Will city officials go through with the rezoning of Mercy Hospital to allow for the development of three new condominiums? Coconut Grove residents protest this "Mercy Land Rape" for fear that it will destroy their scenic vista of the historic Vizcaya house and gardens.
Will city officials go through with the rezoning of Mercy Hospital to allow for the development of three new condominiums? Coconut Grove residents protest this "Mercy Land Rape" for fear that it will destroy their scenic vista of the historic Vizcaya house and gardens.
Travelers go and tell, tourism sites show and sell
Web sites where consumers can read travel journals and reviews of hotels, cruise ships and attractions written by fellow travelers are rapidly gaining popularity. One of the challenges now facing destination marketers is finding the best ways to mine these online consumer referrals.
The Internet has made the world a smaller place, and perhaps no category has felt that impact as much as the travel industry. Some 83% of people who travel are Web savvy compared with 71% of the general public, and by 2010, about nine in 10 travelers will conduct their search and trip planning via the Internet, per Forrester Research, Cambridge, Mass.
Web sites where consumers can read travel journals and reviews of hotels, cruise ships and attractions written by fellow travelers are rapidly gaining popularity. Among them are TripAdvisor.com, IGoUGo.com and TripPost.com .
One of the challenges now facing destination marketers is finding the best ways to mine these online consumer referrals.
"Ad speak and market speak are dead," said Dale Brill, CMO at Visit Florida, the Sunshine State's official tourism unit. "Consumers don't want to hear ad copy. They want to hear first-person from people who are out there."
Get the full story at Brandweek
TechCrunch reports "Yapta Will Be Awesome For Heavy Travelers"
Posted by The CrunchMan: 24 Apr 2007 06:09 AM CDT
I don't know what it is about Seattle and travel startups, but newcomer Yapta now joins Farecast and TripHub, two other startups we've been tracking from that cold, rainy place.
I saw a pre-launch demo of the company yesterday from co-founder and CEO Tom Romary. The site, which should launch around May 15, helps users find deals on flights and (later this year) hotels.
Yapta is very different from other travel sites. It is not hooked up directly to airlines' systems (as Expedia and Oribitz are), nor is it essentially a search engine for low fares like Farecast. Instead, they're using some of the ideas behind del.icio.us and bookmarking to create a potentially compelling new way for people to search for cheap flights.
The core of the Yapta service is a browser bookmarklet or addon that lets users "bookmark" fares that they find on major travel sites. At launch, ten airline and travel sites will be supported, many more will be added over time. See a flight you are interested in and bookmark it. The flight and fare information is then stored in your account at Yapta.
Find a number of different flight options at different sites, and then go back to Yapta to compare them. This is particularly useful when you fly Southwest or Jetblue, which do not provide flight information to other services. If the fare increases or decreases before you make a purchase, that will be reflected on the Yapta site.
If you make a purchase by clicking through to the airline or travel site from Yapta, they'll continue to monitor the price. If it falls, they'll ping you and suggest you contact the airline for a refund or flight coupon. All airlines offer these on price drops but few consumers follow up. Yapta will help by reminding you.
The company has quite a few sources of revenue. They collect affiliate fees from most airlines and sites if the user clicks through and purchases a previously bookmarked flight. There will be some advertising on the site, and Yapta will offer information on Travelzoo-like "deals" to users who opt in. Finally, for customers who are eligible to receive flight coupons for price drops, Yapta will offer to do all the work to get the coupon for a 10% fee (or a flat yearly subscription fee of $40).
In beta testing with 275 users over the last several months, Yapta found that 34% of purchased tickets became eligible for a refund. The average refund was 16% of the ticket price, or $85. During the beta period that worked out to a total of $28,900 in aggregate potential refunds, or about $100 per beta user. If Yapta can successfully tap into this refund pool and get a share, the numbers look good. More importantly, this is a great service for consumers, who rarely even bother to check for price drops. Users can also use just this feature of Yapta by entering in the flight information on the Yapta site - they are not required to use the Yapta service for research or buying beforehand. For a lot of users, just this one aspect of the service will be very compelling.
I know I'll be using it.
See Erick Schonfeld for more. He also saw the Yapta demo and wrote about it a couple of days ago.
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