travelr! sharing knowledge through travelers

Angelo Penone

Rel. Gianluca Brugnoli

TRAVEL

Travelr!2009

2008

2003

www.travelr.it

www.theparks.it

www.parkr.info

research

RESEARCH PROJECTANALYSIS

TRAVELERS & TOURIST

The World Tourism Organization defines tourists as people who:

“travel to and stay in places outside their usual

environment for not more than one consecutive year for

leisure, business and other purposes...”

Source: en.wikipedia.org

RESEARCH PROJECTANALYSIS

TRAVEL TREND

1. Information from the web = more do-it-yourself

2. Lower middle price (low cost travel)

3. More number of travel each year

4. Less duration of the travel (short break, long-week-end)

5. Change the period

6. More long-currier travel

7. Diversification of travel marketplace offers (mega-niche, longtail, travel tailor-made)

RESEARCH PROJECTANALYSIS

preparationresearch > planning > booking

rememberremember > sharing

travelleaving > experience > return

EXPERIENCE’s CYCLE

Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli

RESEARCH PROJECTANALYSIS

travelleaving > experience > return

rememberremember > sharing

preparationresearch > planning > booking

EXPERIENCE’s CYCLE

Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli

RESEARCH PROJECTANALYSIS

preparationresearch > planning > buy

travelleaving > experience > return

EXPERIENCE’s CYCLE

Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli

rememberremember > sharing

RESEARCH PROJECTANALYSIS

preparationresearch > planning > buy

rememberremember > sharing

travelleaving > experience > return

EXPERIENCE’s CYCLE

Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli

RESEARCH PROJECTANALYSIS

TOUCH POINTS

RESEARCH PROJECTANALYSIS

TOUCH POINTS

WEB

RESEARCH PROJECTANALYSIS

TOUCH POINTS

WEB

RESEARCH PROJECTANALYSIS

Creators

Critics

Collectors

Joiners

Spectators Inactives

SOCIAL MEDIA / User profile

AC

TIVE

PARTEC

IPAN

TPA

SSIVE

(USA data)

21%

37%

19%

35%

69%

25%

Source: Groundswell: Forrester data 2008

RESEARCH PROJECTANALYSIS

Comment/review

http://www.parkr.info/Signal (& socialbookmar)

Rate

Share stuff

SOCIAL MEDIA / UGC

Digg.com

RESEARCH PROJECTANALYSIS

Connection real or virtual?the concept of friend

SOCIAL MEDIA / Limits & critical points

Concept o Privacy/Copyrightterms of use & creative commons

Mediocrity of contents (UGC)way to know the source & e-trust

analysis

ANALYSISRESEARCH PROJECT

Identity unique.

Relationships among user

Reputation of other people

Presence online

Sharing meaningful things

Conversations among people

presence

sharing relationships

reputation

group

identity

conversation

Groups with common interest

SOCIAL MEDIA / Block analysis

Source: “Social Software Building Blocks” by Gene Smith

ANALYSISRESEARCH PROJECT

agency

guide

community

tools

e-commerce, travel company website...

blog and informative network

social network and forum

travel planner, photo collector...

SOCIAL MEDIA / Travel

ANALYSISRESEARCH PROJECT

presence

sharing relationships

reputation

group

identity

conversation

Case History

SOCIAL MEDIA / TRAVEL / Agency

ANALYSISRESEARCH PROJECT

presence

sharing relationships

reputation

group

identity

conversation

Case History

SOCIAL MEDIA / TRAVEL / Guide

ANALYSISRESEARCH PROJECT

SOCIAL MEDIA / TRAVEL / Community

presence

sharing relationships

reputation

group

identity

conversation

Case History

ANALYSISRESEARCH PROJECT

SOCIAL MEDIA / TRAVEL / Tools

presence

sharing relationships

reputation

group

identity

conversation

? ?

? ?

? ?

?

Case History

ANALYSISRESEARCH PROJECT

SOCIAL MEDIA / TRAVEL / Comparation

preparation remembertravel

research > planning > booking leaving > experience > return remember > sharing

project

PROJECTRESEARCH ANALYSIS

Sharingknowledge

PROJECTRESEARCH ANALYSIS

Collaboration

PROJECTRESEARCH ANALYSIS

Portab i l i ty

PROJECTRESEARCH ANALYSIS

CONCEPT

“The project aims to realize a service

that follows and supports travelers

during the entire experience cycle

in an uniform way, through opportunities

that Internet and new tecnology provide”

PROJECTRESEARCH ANALYSIS

POSITION / EXPERIENCE’s CYCLE

preparation remembertravel

research > planning > booking leaving > experience > return remember > sharing

PROJECTRESEARCH ANALYSIS

POSITION / TARGET / Analysis

PROJECTRESEARCH ANALYSIS

Forrester Travelr

Creators Planner Who loves planning trips

Critics Reporter People which like to share their own opinion

Collectors Rover Gather information from different sources and about different themes

Joiners Follower User which likes to join pre-planned trip

Spectators Viewer Reader and travel lovers

Inactives Travelers that don’t use internet

POSITION / TARGET / Profile

PROJECTRESEARCH ANALYSIS

BUSINESS MODEL

Affiliate Model

Some examples of website that provide affiliation system

• Booking.com

• Expedia.com

• Venere.com

• Hotels.com

…

Subscription Model

User pro:

• service in “white label” way

• pages without advertising

• personalise our own pages

Advertising Model/1

• Google Adsense

• AdBrite

• Bidvertiser

• Chitika

• AdToll

• Exit Junction

• Yahoo Publisher Network

• Target Point

• Fastclick

• TradeDoubler

• Zanox

Advertising Model/2

Some possible clients that can be interested to publish advertise on our pages:

• Transport company

• Local institute

• State tourism institute

• Event promoters

• Hotels chain

• Company that provide services connected to tourims

• Agency

• Tour operator

PROJECTRESEARCH ANALYSIS

Sauna-BoldItalic

Sauna-Italic

4x

x2x

x Travelr!Sharing knowledge through travelers

BRAND IMAGE

Legenda

PROJECTRESEARCH ANALYSIS

BASIC ELEMENT / Process

BASIC ELEMENT / TRAVEL SYSTEM

PROJECTRESEARCH ANALYSIS

SYSTEM MAP

PROJECTRESEARCH ANALYSIS

WIREFRAME / TEMPLATE

PROJECTRESEARCH ANALYSIS

WIREFRAME / TEMPLATE

Attention this presentation contains spoilers!

travel costumer journeyproject

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

He would like to visit a place again…

John Locke53 years old

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

...The Island!

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John checks on google

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

...and he finds a page on Travelr!

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John enlarges the research

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

He finds many reviewed places connected

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

...and also a Guide

He writes his mail and his

prefered nick name, thats all

He receives immediatly the

confermation mail with the

password.

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

So registration!

He is happy about all stuff he found

and he starts to create a travel.

1. Pick out a name

2. set the privacy level as public,

3. set the join system as “by admin approvation”,

4. set the basic “data”,

5. and he save it all!

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

...now he creates a travel.

He is looking for some travel mate

PS: Before the departure 6 people join

this trip: Jack, Kate, Jin, Ben, Sayid, Hurley

Now he can start to plan!

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John is looking for interested travelrs

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

Let’s plan.... synchronise calendar

LostipediaCUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John and his travelmates select places

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John downloads the schedule

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

Let’s travel

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John takes some pictures

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

...and some notes

Every notes, video, Pictures

are geotagged (latitude and longitude)

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

by his own mobile phone

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

Come back

Other participants do the same with their mobile phone or

directly on the website, writing report or uploading stuff.

When he comes back, John synchronizes all

acquired information with the online’s one.

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

John syncronizes the acquired knowledge

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

Travel page is archivied

And another user is already reading that page.

He is thinking “I want to do the same trip!”

Charles Widmore72 years old

CUSTUMER JOURNEY

Needs

Research

Registration

Plan the trip

Collect memory

Back/Syncronize

Share knowledge

Trip inspiration

PROJECTRESEARCH ANALYSIS

A new travel experience can raise!

PROJECTRESEARCH ANALYSIS

OTHER FEATURE

- Comments

- Rate

- Create a guide

- Search “match travels”

- Embed your profile (widget)

- Embed your travel (widget)

- Embed place (widget)

- Export travel in PDF

Travel.mobile application

- Find closer users

- Share your GPS position (travel)

www.travelr.it

angelo.penone@gmail.com

site:

email:

Thank you

Questions?Special thanks

my thesis’ travelmates