Four types of non-destination based search and what it means for online travel
The future of online travel is that the industry is moving from a transaction fulfilment model to platforms, systems, content and technology that cover the whole spectrum of the travel cycle/funnel/bow tie.
This is to incorporate inspiration, recommendation and discovery into the online consumer experience as much as transactions.
After 15 years of online travel being about online transactions, we are moving from answering closed questions (“How much for a ticket to New York?”) to answering open ones (“Where should I go next?”).
For consumers to get an answer to an open-ended question it will be necessary for them to use a booking or query widget that does not require the customer to know where they are going.
To start the online travel process from a search box based around something other than selecting a date and destination (the traditional online travel agent starting point).
In the last year I have met a number of startups and mature companies building, launching and promoting travel sites exploring this area. And through this I have spotted four approaches to non-destination base search.
1. Drag, click, build and recommend from as many sites as you like
The use of plug-ins or apps to build up a trip idea, notion, inspiration and plan without actually having an engine at all. By just dragging ideas from a site to a planning product.
Add links, add comments, add thoughts, share with others and build up from a broad notion to a detailed plan.
Gliider is very active in this space. They have a tool for collecting, collating and sharing travel plans using a plug-in that follows you while you surf. It has taken search off one site and allowed all sites to be used in one experience.
2. Multi-click criteria selection
Using something other than a destination but still requiring a click and selection. Instead of clicking on a destination these sites are getting consumers to start the inspiration or shopping experience using different criteria like:
- Date – Joobili wants a date first, eses the time period you want to travel in as the starting point for trip inspiration (Joobili founder interview);
- Experience ranking/rating – Asking consumers to rank in some sort of order a traveller’s holiday activity preferences. Triporati wants consumers to start with a stack ranking of up to 64 interests. Tripbase is trying a different angle with a slider on five variables.
- Price – the ability to search based on budget first is being talked about but we have not see it. Planetism (Alpha presenter at the PhoCusWright Travel Innovation Summit in 2009) is still just a static page. Cost4travel has launched and I am expecting more sites to emerge in this area.
- Images – Hotels.com have been trialling their hotel visualiser were search starts with pictures and images (Alex Bainbridge has some detail).
3. Organisation and history first
Instead of starting with a search box, in this category sites start with the bookings already made by travellers.
Providing travellers a service for collating and storing all the bookings made on various sites. Currently this is being used to provide a travel management service and social networking space.
In time, this will expand to a recommendation service as players in this space collect more and more historical information about traveller behaviour – opening up a powerful data mining and merchandising resource.
Traxo has entered this space focused more in the leisure sector by building login in links to the major OTA customer information screens.
Allowing them to access a traveller’s account details directly from the OTA. Nokia’s Dopplr is coming from a more networking and “where are my contacts” approach but they too are collecting historical information about a traveller’s habits and desires. Tripcase scored a lucky break in this tight start-up battle when they made their way into iPhone app advertising.
While none of these sites are aggressively moving into the recommendation space – it is only a matter of time before they use the collected data for directing consumers to purchase paths.
4. No search – just a push
The latest version of non-date or non-destinational search sites are those with no search at all. Sites with no mechanism for conducting any form of search of investigation. Just a limited list of deals targeted at a select user group.
Playing on the strength of the user base and the ability of the company to select the right deals for the user base.
Biggest example is the Gilt-backed Jetsetter (interview with CEO). Start-ups are emerging regularly in this are. I have an example even closer to (my) home when some ex-Orbitz staff recently launched BonVoyou.
It is far too soon to call the death of the date and destination based search interface but there is a lot of venture money and start-up energy being spent on finding a new way to search for travel results.
This entrepreneurial push is evidence of the emerging desire from consumers for exploring new ways of exploring different areas of the inspiration, research and purchase funnels.
I predict we will see this start to change the UI, design and flow of the OTAs as they seek to chase this consumer desire and fight off the start up response.
Any other search approaches or companies you have noticed that are trying non-destinational search?
Tim Hughes is an online travel industry executive who has been blogging since June 2006 at the Business of Online Travel (the BOOT).
The BOOT covers analysis of online travel industry trends, consumer and company behaviour and broader online/web activity of interest to online travel companies (with a bias towards Tim’s home markets of Asia and Australasia and with the odd post on consuming and loving travel thrown in).
In late-2010 the BOOT clocked its 1,000th post, 200,000th visitor and 300,000th page view.In his work life he is the CEO of Getaway Lounge - a premium travel deal site based in Australia.
Tim has worked for both Orbtitz and Expedia. Prior to the travel industry Tim was a commercial lawyer and venture capitalist. Tim’s views are his alone and not necessarily the views of Getaway Lounge or any of its investors.