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About this report
This report examines the developing Web 2.0 phenomenon, assessing its implications for sales and distribution in the travel sector. Initially, the importance of information for travel is examined. How these information needs have been satisfied in the past (and, it must be said, continue to be satisfied in parallel with the Web 2.0 developments discussed here) is then critiqued, and the effect of Web 2.0 – and in particular social media – explained. The developments having most effect on the travel sector, namely blogs, social networks, user-generated content, podcasts, RSS feeds, mash-ups and widgets are then examined in detail, with examples of best practice cited. Lastly, the implications of Web 2.0 and social media developments for the future of travel distribution are discussed.

Data sources:

A large variety of sources were used to compile this research. The author in particular would like to thank Accenture, Alexa, internetworldstats.com, the Pew Internet & American Life Project, ValleyMag and the UK Foreign & Commonwealth Office for their permission to use data and/or illustrations in this report.

Wherever possible, the most recent statistics available have been cited. Note, however, that due to the fast pace of change in the online environment, figures change rapidly and thus will most probably become dated quickly.

Much of the quantitative data for this report has been collected directly using publicly accessible websites and tools. Other data sources consulted include press releases and publications from: Accenture; Alexa.com (The Web Information Company); Business Week; Centre for Regional and Tourism Research, Denmark; comScore; ClickZ; E-tid.com, HotelInteractive.com; HotelMarketing.com; Hitwise (UK); Hotel Sales and Marketing Association International (HSMAI); HTR Magazine, iMedia Connection; Internetworldstats.com; the Kelsey Group; McKinsey; O’Reilly Media; PC Magazine; the Pew Internet & American Life Project; PhoCusWright, Reactive; spannerworks; the Sunday Times; Travelmole.com; Travel Weekly; the UK Foreign & Commonwealth Office; ValleyMag.com; the Wall Street Journal; Wikipedia.org and the Y-Partnership.

If you want more details about this particular report, please contact the Mintel information team on +1 312-932-0400 in the U.S., +44 028-90-241-849 in Northern Ireland, +353 048-90-241-849 in the Republic of Ireland or +44 (0)20-7606-6000 in the UK and the rest of the world, or email info@mintel.com.

Contents

Introduction

Data Sources

Overview

Intermediaries
The challenge of credibility
What is Web 2.0?

Definitions
Figure 1: Top 20 websites visited globally, July 2008
The Internet and Travel
Figure 2: World Internet usage and population statistics, June 2008
Figure 3: Internet activities – What people do online, May 2008
Web 2.0: Up Close and Personal
Blogs
Blogging for business
Micro-blogs
Podcasts
Social networks
Figure 4: Popular social networks, July 2008
Figure 5: Regional popularity of leading social networks, May 2007
User reviews
The consumer as a mystery shopper
Figure 6: Who do you trust?, 2006
TripAdvisor
Authenticity a key challenge
Figure 7: Most common themes by TripAdvisor rating, 2007
Photos and video sharing
Real Simple Syndication
Tagging
Figure 8: An automatically generated tag cloud of this report, generated 1 August 2008
Wikis
Mash-ups
Widgets
Figure 9: Analysis of travel-related widget available on alternative widget engines, August 2008
What Next?