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Next wave of travel websites feels like MySpace

By Staff writer of The Christian Science Monitor / June 21, 2006



Exploring the mysteries of an exotic vacation spot can be part of the adventure. But for most travelers, the more they know before they go, the better they feel.

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Only a few years back, the big travel aggregators on the Web, such as Travelocity, Expedia, and Orbitz, revolutionized travel by putting a lot more information in the hands of travelers. But now a raft of new Internet companies are trying to give even more power to the people, providing them with deeper and more specific information. "Travel 2.0," or the second wave of travel sites on the Web, is doing it in part by harnessing the same Web 2.0 "social networking" resources that have made websites such as MySpace.com an Internet phenomenon.

"We feel like it's going to be a tremendously disruptive time. We think it's going to change who the players are" in online travel, says John Bray, a vice president at PhoCusWright Inc., an independent travel and tourism research firm in Sherman, Conn., that has spent the past 13 years closely watching how the travel industry uses the Internet. "It's going to stimulate a lot of positive change because anything that empowers consumers is great for business."

For example, TripAdvisor.com, which bills itself as the largest travel community in the world (3.5 million registered users), is plopped squarely in the middle of the Travel 2.0 camp, says spokesman Brooke Ferencsik.

Its motto, "real stories from real travelers," gets to the heart of the matter: Much of the content is provided by those who visit the site and share their experiences. The material goes far beyond simply rating a hotel or resort. In forums, for example, visitors can discuss all aspects of a destination with others who have been there or are planning a trip.

Mr. Ferencsik claims that inquirers often find that someone can immediately answer their questions "because our forums are really active," he says.

The site, owned by Expedia but operating independently, also solicits content from travelers ("Share your perfect day or perfect weekend on a budget"). The site's "Inside" essays on various topics are essentially "wikis," material written by a visitor that can be corrected, altered, or added to by others. "One traveler might write, 'This is the best way to get to the airport,' " Ferencsik says, "but another traveler can actually edit that content and suggest that, you know what? That road is closed – here's an even better way to get to the airport. It's fresh, up-to-date information that you can't get from a guidebook."

To screen out slanted material, favorable or unfavorable, from travel industry insiders, each review is screened. "We have proprietary tools in place that actually help us detect fraudulent reviews," Mr. Ferencsik says. Editors scan reviews and spot-check review authors. But even if a bogus review slips through, it's likely to be surrounded by many "honest" reviews, he says. "People will be able to get the right idea; most people read 10 or more reviews to generate an opinion."

Gillian Samples, an assistant at a law office from Glendale, Calif., reserved a hotel room at a traditional online travel site. The hotel was highly rated – and expensive. "But when I got there, it was disgusting," she says in an e-mail. Travelers on TripAdvisor, she says, had advised "never go there." On reflection, she says, "I should have known. TripAdvisor is always very helpful, very accurate."

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