Isango

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Travel
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A little about isango!

• isango! is an dedicated online platform for
  destination experiences- activities, tours,
  excursions- from all over the world
• UK based with operations in India- total 40
  people
• 58 countries live 4000 activities and tours
• B2C B2B distribution
• Heavy investment in
• Usability Market-leading tagging systems
  multiple search options
• Strong technology and online merchandising
  expertise
• Max attach rate
• Multiple plug play partner options

Use an unbundled why travel product to drive
the how
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What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
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What is Web 2.0 really?
Beta-test long-tail widgets
Syndicate semantic weblogs
Remix social life-hacks
Not so much a technology as a culture.
Encapsulates a whole mess of cool modern stuff
thats going on!
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Video from youtube IF POSSIBLE http//www.webt
ravel2.com/2008/01/19/learn-web-20-under-5-minutes
-amazing-video-the-machine-is-using-us/
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The basics first

• Web 1.0 Web as an information source Web 2.0
  The participatory web
• Web 2.0 is about collaborating, sharing,
  expressing
• Blogs, Wikis, Podcasting
• There have been fundamental changes in technology
  and user adoption which have led to a Web 2.0
  explosion
• Technology evolution API open standards
• Network effect critical mass in almost every
  niche
• Not a fad!

The opportunity (and challenge) from Web 2.0 is
significant for all industry players- offline and
online.
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What Is Web 2.0Case Study 1 Travelistic
Mike sees the video while planning a trip to Paris
Anne travels to Paris and uploads a video on
Travelistic
Mike likes the video a lot and puts it on his
blog. It is seen by his 1300 daily readers
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What Is Web 2.0Case Study 2 WikiTravel

• The Wikipedia of travel
• Background travel related info on 16,900
  destinations worldwide growing!
• Received the Webby Award for Best Travel Website

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What Is Web 2.0Web 2.0 Growth Trends
VC Investment in Web 2.0

• Significant VC investment in Web 2.0
• User adoption of blogs social networks to rise
  rapidly until 2012
• Gen X Gen Y prolific users of Web 2.0
• Gradual but certain adoption by enterprises

Source Ernst Young
Blogs
Social Networking Membership
Source Comscore
Source Technorati
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Why Web 2.0Adoption of Web 2.0 by enterprise
Budget Rent A Car

• Campaign Up Your Budget
• Tools used Blogs, Internet Videos
• Spend lt USD 500,000
• Results
• 1 million unique visitors
• 10 million page views

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What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
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Travel 2.0 Web The Travel Value ChainThe
Travel 2.0 Web
The Content Web
Wikis
Planners
Metasearch
Tags
Social Networks
Commerce Value Chain
Travel Blogs
RSS
Comparator
Reviews
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Travel 2.0 Web The Travel Value ChainAnalysis
Approach
Travel Value Chain
Travel 2.0 Content Web

• Customer Perspective
• Industry Perspective
• Value Migration
• Player Specific Strategy

• Web 2.0 Business Sensitivity
• Value Chain Impact
• Opportunities Risks

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What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
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Travel 2.0 Content WebCustomer Perspective
Confused By Info Overload
What The Customer Wants
What organizations need to do

• Customers wants a trip and not just travel
  components
• Need for clear paths to planning purchase.

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Travel 2.0 Content WebIndustry Perspective
Value Migration
Value has migrated further towards engaging/
owning the customer.
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Travel 2.0 Content WebSo, the magic potion
Value shifting to engaging with the customer
Info overload. Planning is the challenge- not
transaction
Customer Perspective
Industry Perspective

Enabling one stop travel planning transaction
is key.
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Travel 2.0 Content WebHow do we piece it all
together?
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Travel 2.0 Content WebSegment Wise Strategies

Illustrative
Planning sweet spot
Triphub
Solution play
Components
Expedia
Tripadvisor
Product play
Wikitravel
Rrove
Size
-

• Players with a few components and small user base
  should
• Become best of breed
• Feed out to solution players and complementary
  product players
• Players with large user base should aggregate
  relevant feeds to develop an end to end offering
  to enter the sweet spot

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Travel 2.0 Content WebAn example of putting It
All Together Trip Hub
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What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
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Value Chain Impact AssessmentWeb 2.0 Business
Sensitivity Will You Get Impacted?
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Value Chain Impact AssessmentBase Impact
Opportunities

• Participate in community discussions
• Showcase thought leadership
• Bypass traditional PR for speed customer
  intimacy
• Leverage word of mouth to develop the brand

Threats

• Negative blog swarms
• Being viewed as plastic / unauthentic

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Value Chain Impact AssessmentCase Studies Dos
/ Donts
Success
Failure
Promotion
Crisis Management
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Value Chain Impact AssessmentStrategic impact
for sensitive product categories
Supplier
Tour Operator
Online Agent / Offline Agent
Customer
Impact
Opportunities
Risks
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What is Web 2.0 Travel 2.0 Web Travel Value
Chain Travel 2.0 Content Web Value Chain Impact
Opportunities / Risks Recommendations
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Summary recommendations

• Web 2.0 is already impacting all types of
  industry players
• Online players will need to figure out their
  strategy along
• Re-assessing customer value proposition
• Sharing content and tools data in and data out
• Bricks Mortar players will need to harness
  web 2.0
• To connect to customers, foster loyalty
• To understand (and even influence) demand
• and fine tune offering
• There is no single formula. Be prepared to
  experiment and figure out
• Make social media an important part of your
  marketing agenda

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Thank you!
Jessica Butcher, Partnerships Manager,
isango! jess.butcher_at_isango.com 44 20 3008 5482