How Travel Guide Publishers Continue to Connect with Travelers -- in Print, Online, and Mobile Platforms
[Moderator: Ensley Eikenburg - Assoc. Dir. Marketing, Frommer's Panelist: David Lytle, Frommers.com; Sarah Winter; Whatsonwhen.com; Tim Jarrell, Fodor's Speaker: Brice Gosnell, Lonely Planet]
The world is becoming ever more accessible with globalisation and greater information flow. The paradox is traveling has become less exotic. The key for content providers is how to continue creating personalized itineraries to make the journey more relevant and hence more exciting.
The new battle is waged between the incorporation of both print and online content. Publishers are honing their websites to target specific interests like elderly and religious. Online content feature travel lists and recommended itineraries while guides books provide in depth information for detailed planning exercises. User generated content via travel forums further enhances available guides with valuable ground experience.
However the common misconception is to assume that electronic content is automatically up to date and by default, the best guide. Online information suffers the same fate as printed guides, they are only as timely as the moment they are published.
Crystal Ball Gazing
The panel introduced the ability to access content via their phones. The development of Web 3.0 will not only allow users the portability of profiles but also dial up the location of recommended restaurants, hotels and places of interest within their vicinity. The panel realized that they must be ready even though consumers have yet to adopt the new technologies. The key is to continue to develop strategies and content even though the final editorial model has yet to be established.
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