Travel 2.0 refers to online travel that is community-generated and focused on experience sharing, as opposed to Travel 1.0 which is industry-generated and focused on sales and marketing. TripAdvisor is currently the best known and most visited travel 2.0 site. Travel 2.0 sites allow travelers to organize trips, share experiences through reviews and photos, and interact with other travelers. Those who use travel 2.0 sites tend to have higher incomes and are more influential to other travelers when making travel decisions. Overall ratings of travel 2.0 sites are positive, especially regarding professionalism, look/feel, and content quality.

2. Travel 2.0 is Web 2.0 applied to the world of consumer travel. prophis.com | imarketinsights.com

3. prophis.com | imarketinsights.com Travel 2.0 is online travel that is: Traveler “community” generated Experience sharing focused Travel 1.0 is online travel that is: Industry generated Sales and marketing focused

4. Travel 2.0 communities can incorporate many Web 2.0 aspects. Some of the most common… prophis.com | imarketinsights.com

5. Popular Travel 2.0 Functions Organizing bookmarking, rss feeds, tagging, itinerary planning tools Creating and Information Seeking travel blogs and vlogs, travel journals, traveler ratings and reviews , up and downloading photos and videos Interacting communities , profiles, applications Mashing mapping , integration of local destination content Integrating cell phone, social networking prophis.com | imarketinsights.com

6. The core unique function of Travel 2.0 is sharing experiences. Net ratings and reviews from travelers , not industry. prophis.com | imarketinsights.com

7. Net ratings and reviews from travelers are important to online travelers. prophis.com | imarketinsights.com

8. How important are these sources in helping you make decisions about personal travel? 78% 60% 59% 50% 30% prophis.com | imarketinsights.com Note: Survey of US online adult travelers, those answering 4 or 5 on 5 point importance scale. Source: Prophis eResearch, August 2008 People you know personally Well-known sites like Expedia Destination websites Net travel ratings and reviews Well-known travel guide books 26% 17% 11% TV shows about travel Mass media advertising Travel blogs

9. Gusto Hotel Chatter IgoUgo RealTravel TripAdvisor TravelBuddy Travelpod TripWolf WAYN Wikitravel prophis.com | imarketinsights.com Some of the biggest stand-alone travel 2.0 communities in the US are…

10. What are the best known Travel 2.0 sites among US adults? prophis.com | imarketinsights.com

11. prophis.com | imarketinsights.com TripAdvisor is the best known . But travelers know about a several others too.

12. Travel 2.0 site “brand” prompted awareness among US online travelers TripAdvisor Travel Buddy Wikitravel Travelpod IgoUgo 48% 33% 25% 14% 11% prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008

13. What are the most visited Travel 2.0 sites among US adults? prophis.com | imarketinsights.com

14. prophis.com | imarketinsights.com TripAdvisor is also the most used by US online travelers.

15. Past 12 months usage among US online travelers TripAdvisor Travel Buddy Wikitravel RealTravel Travelpod 17% 9% 4% 4% 3% prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008

16. What about personal travel spend potential for those who visit travel 2.0 sites compared to other online travelers? prophis.com | imarketinsights.com

17. Those who use travel 2.0 sites are more likely to come from high income households than online travelers who do not. prophis.com | imarketinsights.com

18. How do online travelers rate the travel 2.0 communities ? prophis.com | imarketinsights.com

19. Online travelers reviewed and rated 10 Travel 2.0 sites over 10 dimensions. 57% rated the sites overall very good or excellent . prophis.com | imarketinsights.com

20. What were the strongest predictors of positive overall ratings of Travel 2.0 sites by online US travelers? Professionalism Look / Feel Quality of Content prophis.com | imarketinsights.com Survey of US online adult travelers, Prophis eResearch, August 2008

21. One travel 2.0 community that rated consistently “above-norm” was RealTravel . Especially for professionalism and look/feel. prophis.com | imarketinsights.com Ratings by US online adult travelers, Prophis eResearch, August 2008

22. Conclusions Online travel communities are making a significant and positive impact on travelers and “changing the game” of online travel. prophis.com | imarketinsights.com

23. Conclusions As consumer expectations evolve, so too must response from industry players. prophis.com | imarketinsights.com

24. Thank you for your attention! Further details available through: www.imarketinsights.com Detailed travel 2.0 consumer report for sale at: www.prophiseresearch.com/store prophis.com | imarketinsights.com