1. Crowd Sourcing Travel
Group E – MDMK2012

2.  Wikipedia (The mother of all crowd sourcing websites) defines crowdsourcing as –
“the act of outsourcing tasks … to an undefined, large group of people or
community (a "crowd”)
 Crowd Sourcing has been one of the biggest features of successful websites on the
internet through getting millions from all the world to contribute in creating some
of the top projects-

3.  The term "Crowdsourcing" is a mix of "crowd" and "outsourcing," first coined by
Jeff Howe in a June 2006 Wired magazine article "The Rise of Crowdsourcing".*
 Crowdsourcing can be used for emergency situations: fires in Moscow, earthquake
in Japan, when people create the online databases of missing and found people,
collect donations, posting helpful information etc
 Oxford English Dictionary (OED) may provide one of the earliest examples of
crowdsourcing. An open call was made to the community for contributions by
volunteers to index all words in the English language and example quotations for
each and every one of their usages. In the 70 year project, they received over 6
million submissions.
 Facebook has used crowdsourcing since 2008 to create different language versions
of its site. The company claims this method offers the advantage of providing site
versions that are more compatible with local cultures.*

4. TripAdvisor History TripAdvisor Features
 Founded in USA in February of 2000  Traveler reviews
 Subsidiary of Expedia.com  Flight and accommodation search w/
 World’s largest travel site fees estimator, Top Values Index,
 Also offers business service that Restaurants, Gas Tank Getaways,
providing tourism industry access to Quick Guides, Traveler Network,
TA’s millions of monthly visitors Video, Content Distribution, Saves,
 TripAdvisor Media Group offers travel Maps, Inside Pages, goLists,
suppliers adverts and CPC marketing Checkrate, Tripwatch, and MORE!
platforms  Works in conjunction with 3rd party
 19 Business partners including Orbitz, applications for “Cities I’ve Visited”,
Expedia, Travelocity, Priceline, & more “Local Picks”, & “Travelpod’s Traveler
IQ Challenge”

5.  Two MAIN factors (concerning TripAdvisor):
1. Very high number of users, the content generators
 45m+ travel reviews/opinions
 1m+ businesses
 89k+ cities, 495k+ hotels, 145k+
attractions, 689k restaurants, &
7m+ candid traveler photos
 50m+ unique monthly visitors
1. Quality of the reviews itself
 In order to become No.1 travel site, TripAdvisor worked on BOTH

6.  High quality of the site and easy to use interface
 Advantage of being a pioneer on crowdsourcing, especially on
crowdsourcing concerning trips brought TA much favorable PR
 Word of Mouth as a key success factor
 Investors behind TA: Buying 18 different travel related sites to bring
more traffic to TA (aquisitions began in 2007)
 Building up agreements with
different travel companies
 Affilliate programs to build up
traffic on TA
 Sponsoring Mega Global Air

7.  Checking reviews by the crowd itself
• The most important tool and additionaly improved (our slide
improvements)
 Real Images + Videos
• shared by various users shows guarantees real life expectations and not
marketing work.
 Checking the reviews by TA-officials
• Enforced after September 2010; 420 hospitality operators considered to
take TA to US court
 Checking the social graph of posters
• Checking the profile on facebook and business associates on LinkedIN
CONCLUSION: The quality of a ranking depends mainly on
the number of posts; the quality of a single post is
uncertain

8. Creation Organization
Generated Ownership Create Organize
Content Service Users can join in on the blogging fun. They have a lot to
Users can generate content to relay confidence and share with other users such as travel trends and news,
belief in a service or location, or to air grievances of company culture, frequently asked questions, and
disappointments in the service choice. If the reader amazing member photos/videos. Here we can see how
reads good reviews they are likely to purchase the crowdsourcing also includes employees of the company,
product since there is an established faith other people who are logged in as users, since they are also included
have for a certain level of quality. Bad reviews warn in the blogs and can participate (not all of them). They
others of the lackluster and upsetting experiences. help to create new content and the other users can
Influence on the criteria selection. organize this information and comment about it.
Invention Prediction
Predict Relations with
Ranking Guide
Trends Influencers
Popularity index incorporates traveler ratings to
TA built relationships with Digg users, who tell stories
determine traveler satisfaction. Calculated by an
about traveling, hotel, restaurants, things to do, among
algorithm, it dynamically ranks hotels, restaurants and
other popular categories. These users are familiar with
things to do worldwide. This is based on the popularity of
the said themes and are beginning to “digg” TA articles.
the aforementioned, as measured by both the quantity
In regards to tripadvisor/wordpress, there is a Digg icon
and quality of the content written about the hotel on
for sharing some posts that are on this page. From this
TripAdvisor, as well as written reviews elsewhere across
there is a prediction of trends created by users that
the Web.
share, vote, and post their comments.

9. Fan us on Watch us on Follow us on
Facebook Youtube Twitter
A Facebook Page is a great way to Video blogging is becoming It is already being used for many
use crowdsourcing for building increasingly popular, especially now crowdsourcing efforts. The best way
brands, calling people to action, that smartphones have better video to use it is to create a hashtag,
and/or building ideas. TA page is a cameras. Using uploads in YouTube explain what you are trying to
place where they invite all travelers is great because then you can also accomplish, and have your followers
to join in on the travel conversation. receive video responses. TA uses tweet away. TA in Twitter is helping
In order to ensure all users feel this mean as such a channel. You travelers to plan and to ensure they
safe, have fun and are able to gain can subscribe to the TA video blog have the perfect trip. Using
access to useful travel information, and be notified when there are new microblogging they can have a one-
they ask that posted comments, videos. Also, all videos about the on-one relationship with their
videos and images are both company and its core business, followers by generating interaction
relevant and respectful to their provide a reciprocal relationship with them in real time, providing a
community. based on the comments viewers unique experience for the user.
make.

10.  Rating reviews - This aids you and Tripadvisor to work in synergy and is rewarding for both
sides. Also, you contribute the most relevant, fresh ideas in your reviews. If there is a
“problem with the review” you can specify if it violates the guidelines, if it is suspicious, or if
it was posted to wrong location.
 Help Center Forums, such as TripAdvisor Support and Owners Forums, are friendly and
interactive discussion areas where members can ask for and share their opinions, advice,
and experiences as travelers
 TripAdvisor – Marketing Tool and Crowdsourcing
1. Go to the Owner’s Center: As a registered owner, simply click “Manage Your Listing “ at
the top of the page.
2. Upgrade to Business Listings: Get started by providing the information necessary.
3. Create a special offer to promote your property: Post a deal to attract new guests and
stand out from the competition.
4. Travelers see your listing and contact you directly: Your offer will draw more travelers to
your TA listing where they see your phone #, email, and web address.
5. You get direct bookings: By speaking with your customers directly, you save money and
create a good customer experience from moment they book.

11.  TripAdvisor is one of the best examples of crowdsourcing working to create the
leading travel destination
 The Long Tail in action - In the past, people would pick hotels on limited personal
recommendations or go with the "safe" choice of big brands. Crowdsourcing allows
users to pick the hotel that suits their exact preference (singles, seniors,
honeymooners ... etc) as chosen by thousands of others.
• Best proof of Long Tail is – 3 of the top 5 hotels in the world are not 5 star
hotels (http://www.tripadvisor.com/TravelersChoice-Hotels)
 Financially, TripAdvisor is a great asset for Expedia -Its profits are tremendous. In
2010, TripAdvisor's third-party revenue grew 48% to $314.5 million with a margin
of 82.5% compared to 29% for the sector.
 The future looks great for TripAdvisor, with the new spinoff planned by Expedia,
and with adding new services such as rail, TripAdvisor looks like going from
strength to strength.