More and more the physical world turns to the digital variant in search of value. This is why search is such a valuable tool for Google and others, engines provide a channel of selection unheard of even a decade ago. From books to bath towels, airfares to jewelry, “online” is where the preponderance of information is. For travelers, this is becoming an ever more clear reality.
Online travel bookings are rapidly overtaking all other market stimulators. With Google and Facebook obviously entering the travel game, no online segment would appear have more potential. Whether or not the big online players intend to take over online travel, or enhance it, the indications are the same – travel is rapidly becoming a virtual Eldorado for those with the foresight to take advantage, and competition is fierce.
The good news for consumers is that platforms aimed at providing great value will get better – travel tools will very soon be so refined users may scarcely recognize them. We decided to take a brief look at a couple of recent players entering the online travel niche, just as a preview of what can be expected in the very near future, or about the time Google’s ITA deal clears government scrutiny.
Richard Barton’s “behind closed doors” development, New Travel co, is one new online travel entity that bears some scrutiny. Barton, an original founder of Expedia, Zillow and Glassdoor, has put together a team apparently intent on “re-thinking” travel planning – New Travelco seemingly intent on being Expedia’s TripAdvisor for hotels – but probably a whole lot more. Not a lot is known about the insides of Barton’s new baby, but a mission statement on the company’s Travel Post may show their intent.
“The increasing power of transparency, connectivity, and mobility will continue to open new worlds to travelers and new channels for suppliers.”
Whether or not New Travelco builds to their mission, the dogma applies. Expedia and the others, even Kayak, are built on pre-web 2.0 principles. Even TripAdvisor may have trouble integrating pure cutting edge mobile technology, it’s developmentally easier to build anew.
As far as online travel startups go, while there is innovation in the space, ideas do not always seem to be powered by “new age” aggregation of digital technology. As an example of Intrepid Travel’s Urban Adventures won the Best Travel Startup of the Year at the 2010 Travel Distribution Summit Asia in Singapore. One glance at the website portal shows travel veterans, independently, have bits and pieces of the coming of online travel hubs – in Intrepid’s example – the power of localization. But, for completeness, even a clean user interface is missing. Listing deal prices from tour guides is one-dimensional.
A new Norwegian entry with the “killer domain” Stay.com, offers up surprising clarity, especially in the digital travel guide arena. Stay is actually what you might call “a more credible review” platform when compared to abbreviated TripAvisor and other user generated ratings content. Users at this new beta startup create deep personalized “guides” which can be printed, reviewed, discussed, and shared. Combined with a more uncluttered and easy to use interface, and upcoming geo-location mobile technology, Stay.com looks to be creating a “better mousetrap,” at least where design, true social, and integrated mobile technology are concerned. The down side for them is limited reach in city coverage so far. Interestingly too, Stay.com launched their beta version last month to nothing but positive reviews (a couple of which you can see in the screen of Berlin suggested guides below).
We could name twenty more potential players in this niche. TripIt made waves for the simplicity of connecting travel plans. Nileguide is a refined travel platform, but has yet to emerge with next gen elements significantly. IgoUgo is another popular, but somehow lacking player. And then there is Kayak, maybe the best (at least the most popular) relatively new online travel platform. In reality, Kayak too suffers from “old school” adherence to booking engine thinking. Even their new iPhone app is a deal advertisement. Kayak’s “Google-like” minimalism may prove to be too minimal. So who will emerge as the web’s leader in online bookings? This is difficult to predict obviously.
One thing seems certain, Expedia, Orbitz, Hotels.com, and herds of others are not going to be able to rest on their laurels long. Facebook’s acquisition of recommendation platform Nextstop indicates much deeper and more credible reviews, unlike TripAdvisor – more like Stay.com. Google’s ITA move is evidently an effort to “at least” provide better travel search (searching travel now is like looking at a banner ad).
The World Travel & Tourism Council (WTTC) estimates (PDF) that 2010 direct investment in travel will exceed $1.2 trillion dollars. It is reasonable to assume a sizeable chunk of that could be directed at online travel. So what should the emergent online travel tool look like? A “two-way conversation” of course. Local uploaded to a hub, local downloaded from the hub.
The only real way to view places and prices, real value, is to put people face to face with push button quickness and simplicity. Flip through you iPad, review real person data, hit the button and book. That sort of thing combined with satellite navigation tools to take you there. It’s not longer rocket science, WorldMate offers the beginnings of the technology for free. Who will get there first? Whoever wants the gold ring most.
This article appears in Jul 22-28, 2010.