The Online Travel Industry: Investing EssentialsBy Asit Sharma | More Articles August 25, 2014 | Comments 0Barajas Airport, Madrid. Source: Jean-Pierre Dalbera under Creative Commons license.The speed at which the Internet evolves can make milestones from 10 or 15 years ago seem worthy of encasement in a glass museum display. Take this quote from Priceline Group’s first annual report after its 1999 IPO:
Airbnb have recently announced and launched a complete overhaul of its brand identity.
Airbnb is a community marketplace for people to list, discover and book unique spaces around the world through mobile phones or the internet. Airbnb connects people to unique travel experiences at any price point, with over 800,000 listings in 34,000 cities and 190 countries. It has found accommodation solutions for over 15 million customers.
The launch is not without controversy with a number of industry commentators poking fun at the suggestive nature of the logo in addition to claims of plagiarism.
We like it….and have taken an extract from their blog written by Brian Chesky one of the co-founders that provides insights to the thinking behind the new brand identity.
“In the end, nothing can express our identity more profoundly than the stories of people who make up this community. When we started Airbnb, I had no idea about the people we would meet, or the friendships I would make. Then I met Amol, one of the first guests, who later invited me to his wedding in India. I met Sebastian, who was trapped in his house in the middle of the London Riots in 2011. Before his own mother had a chance to check that he was okay, seven of his former guests did. And I met Shell, who saw the devastation wrought by Hurricane Sandy, and listed her home for free to those who were displaced. These people, along with millions of others, have their own unique backgrounds and life experiences. We all come from vastly different cultures and places. And yet, no matter how many miles may separate us, we are united by the universal, powerful, human desire to connect, to understand, and to belong. So together, with this new identity, I look forward to starting the next chapter of this improbable journey with the idea that first set it in motion—the belief that belonging can take us anywhere”. — Brian Chesky
Read more on the drivers behind the new brand positioning at:
by Laurie Sullivan, 14th April 2015, 2:35 PM
Phoenix Marketing International will release findings this week from an online travel audit analyzing consumer sentiment about the most popular travel industry ads on TV.
The study, “Online Travel Audit,” fielded in mid-March, analyzed 50 television ads from more than 30 travel search and reservation Web sites. It also looked at travel-related
advertisers, such as hotel and car rental, including American Airlines, Hotwire, Priceline, Trivago, Enterprise Rent-a-Car, Southwest, United and Hilton. The study compiled more than 3,500 responses.
Josh Berger, research director at Phoenix Marketing International, gave MediaDailyNews a first look at results. He said researchers also tested ads from American Airlines, Southwest, Delta, and United, as well as travel destinations like Orlando and Texas. “Ads can succeed several ways, whether they engage through a relevant message or empathy,” he said. “A straightforward approach as to what makes Trivago different than other search travel sites seems to work for the site.”
Business and leisure travelers identified Trivago for its advertisement The Perfect Hotel as the overall top-performing message. More than 55% of leisure and 50% of business travelers said they would recommend the site to others. The newcomer’s message tells consumers the site can compare hotel prices from more than 100 Web sites, adjusting the price depending on the budget.
Berger said Google did not rank within the first five sites. Other sites like TripAdvisor and Hotwire maintain a category lead. “We really think that as the survey product gets built up over time, it will give us a better understanding of trends and the growth of Google, as well as sites like Trivago,” he said.
Overall, Hotwire took the No. 2 and No. 3 spot among leisure travelers, with its ad From New York to Texas ranking No. 1 with the highest recall at 81%, followed by its Florida to Seattle ad with 79%. Expedia and Priceline rounded out the top five overall spots for leisure travelers, respectively.
While many leisure travelers are more concerned with saving money, business travelers look for conveniences. Business travelers ranked Hotwire No. 2 and Hotels.com, No. 3, with Kayak and Expedia following in that order. Hotels.com, The Obvious Choice & Captain Obvious, had the highest recall among business travelers.
Enterprise Rent-A-Car’s 50 Million Tree Pledge took the most buzzworthy ad in the category, with 30% of travelers saying they would likely speak positively about the advertisement to others. The ad improves the consumer’s impression of the car rental company by tapping into charitable effort. After seeing the ad, 60% of people feel better overall about the company compared to a travel average of 36%.
Singapore, 25 March, 2014 – Wego, the leading travel metasearch site in the Asia Pacific and Middle East, today launched the world’s first dedicated flights and hotels travel metasearch mobile app in Arabic for iOS.
“The response from GCC countries to Wego’s fully Arabised site has been overwhelming,” said Mohamad Ibrahim Masri, Managing Director, Wego Middle East and North Africa.“This is particularly true of mobile and tablet users, so it made complete sense to invest in a fully localised version of our mobile app, especially where experts predict an almost 14-fold increase in MENA mobile data traffic by 2018.”“
The app for iOS comes complete with right to left language support Arabic RTL support for android coming soon, for comfortable navigation of Wego’s extensive global metasearch platform, available in multiple currencies, displaying both local and global air services and accommodation options.”“Wego was the first comprehensive travel metasearch site to be launched in the Middle East, also in Arabic, at http://www.wego.ae in 2012,” added Masri. “We continue to build valuable partnerships with local travel tourism businesses in the region including Emirates, Qatar Airways, Etihad Airways, GulfAir, Musafir, ArabRooms and more to be announced shortly.
”Tourism businesses can now also use their own branded version of Wego’s metasearch platform on mobile in Arabic, using Wego’s APIs available through the Wego Affiliate Network http://www.wan.travel.Wego’s free travel metasearch app was recently launched in the company’s core markets and is rapidly gaining traction; ranking number one new travel app in Singapore, China and Thailand, number two in India, and in the top 100 travel apps in 20 countries
.“We’ve had very positive reviews of the application so far and the download momentum is continuing to accelerate,” said Matthew Varley, Wego’s Chief Operating Officer.“There were a number of challenges that we faced in developing an authentic user experience in Arabic that would meet the expectations of the local market,” Varley continued. “We spent a great deal of time consulting our Arabic speaking colleagues so that every minute detail was reviewed and verified. We paid careful attention to numbers, calendars, currencies and labels and the complexities of tools required for right to left translation, screen transition directions and swipe gestures were all a huge challenge.”“We’re very proud of our product team, made up of mostly English speakers, who, in conjunction with our MENA colleagues, were able to produce such a high quality app in Arabic which is one of the most challenging languages in the world in terms of translation.”“Wego has now be