Web 2.0 et société
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Web 2.0 et société
La société en mouvement « 2.0 » : quels enjeux, quelles opportunités, quel avenir ?
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And Now for a Bit of Good News . . .

And Now for a Bit of Good News . . . | Web 2.0 et société | Scoop.it
From taxi rides to overnight stays, the sharing economy is growing rapidly, and creating a village where your reputation is everything.
BeerBergman's insight:

Meindert Fennema's article in De Volkskrant was a reaction to Friedman's article about Airbnb. You might want to read it, because it is more detailed and contextualised than the excerpts in Fennema's article might suggest :-). 

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"The short answer is that Airbnb understood that the world was becoming hyperconnected — meaning the technology was there to connect any renter to any tourist or businessperson anywhere on the planet. And if someone created the trust platform to bring them together, huge value could be created for both parties. That was Airbnb’s real innovation — a platform of “trust” — where everyone could not only see everyone else’s identity but also rate them as good, bad or indifferent hosts or guests. This meant everyone using the system would pretty quickly develop a relevant “reputation” visible to everyone else in the system.

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Take trusted identities and relevant reputations and put them together with the Internet and suddenly you have 120,000 people staying in Brazilians’ homes instead of hotels at the World Cup. "

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"But what happens to “ownership?”

There used to be a romanticism about ownership, because it meant you were free, you were empowered,” Chesky answered. “I think now, for the younger generation, ownership is viewed as a burden. Young people will only want to own what they want responsibility for."

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Does the Expedia billboard effect still exist for hotels? - Tnooz

Does the Expedia billboard effect still exist for hotels? - Tnooz | Web 2.0 et société | Scoop.it
The billboard effect is the term for how a hotel being listed on an OTA can push up bookings on the hotel’s own website by up to 25%. Is it still true?
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WANTED: Selfie competition in travel - must use elves, donkey or legs

WANTED: Selfie competition in travel - must use elves, donkey or legs | Web 2.0 et société | Scoop.it
At some point the "selfie" trend is going to be so tragically uncool (if it isn't getting that way already) that marketers will not dare utter its name.
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Instagram: Online meets offline - TravelNext

Instagram: Online meets offline - TravelNext | Web 2.0 et société | Scoop.it
Reizen, trouwfeesten, muziekfestivals en allerlei andere events zijn zeer geschikt voor foto’s door de enthousiaste mensen in een bijzondere omgeving. Een betere promotie van je reizen en/of bestemming kun je je niet wensen. Steeds vaker wordt de populaire app Instagram ingezet om een dergelijke offline wereld met de virtuele werkelijkheid te verbinden. Wat zijn interessante mogelijkheden …
BeerBergman's insight:

Online to offline... examples of effective community based tourist events in The Netherlands, co-created with Instagram.

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Bringing travel planning back to the destination

Bringing travel planning back to the destination | Web 2.0 et société | Scoop.it
Verified review summaries are key to getting travel planning and booking back on DMO and hotel sites.
BeerBergman's insight:

Meta data et avis clients... l'auteur plaide pour que les sites d'hôtels, DMO et OTA les intègrent, mais dénudés des extrêmes et rendus plus rapidement lisibles par le public. Extrait.

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"The next wave in reviews is high-level review summaries that are verified, saving travelers time reading reviews and removing doubts about the truthfulness of the authors. Verified review summaries use meta-data to sort reviews across all the review sites that offer verified reviews, remove the extremes, and hone in on the true highs and lows of a property or destination. They can be presented in different ways—as ratings, as word clouds, or as a series of bullets points. The benefits to posting verified review summaries on DMO and hotel websites are greater than simply becoming more visible online. "

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Email Your Luggage To Destination & 3D-Print Everything You Need For The Trip - DesignTAXI.com

Email Your Luggage To Destination & 3D-Print Everything You Need For The Trip - DesignTAXI.com | Web 2.0 et société | Scoop.it
Can you imagine a world in the future where physical objects can be sent via the internet like music and images? In fact, current 3D-printing...
BeerBergman's insight:

"Imagine design as just data" ? Intriguing project: send your luggage in an e-mail and find it 3-D printed upon arrival....

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This Week in the Sharing Economy: The Move to Professionalism

This Week in the Sharing Economy: The Move to Professionalism | Web 2.0 et société | Scoop.it
This week, the demands of growth and venture capitalism drive leading sharing economy companies ever further from actual sharing.
BeerBergman's insight:

Reading more of Tom Slee's postings, and continuously intrigued. I suppose that moving into venture capital will allow for new players to occupy the periphery... if users (travelers and hosts) will get unsatisfied with the airbnb policy. 

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On the other hand, professionalization is a unavoidable way, the same way you cannot block evolution in your own homes (things get better and you will not be able to stop it). 

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Some excerpts:

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Interesting for the hospitality industry: "The other big announcement came from Airbnb, at a press conference at their very fancy headquarters. In addition to announcing new versions of their mobile apps, CEO Brian Chesky stepped away from his “our hosts are regular people” line to tell them ”You’re in the business of hospitality”. " 

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And an interesting comment of Tom himself: "hanks for the comment. To my mind, this movement needs to (1) give up the venture capital drug, and (2) move away from seeing itself as a technology movement. Technology has a role to play in solving social problems, but not when its proponents see it as the central and defining feature of the movement."

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No True Airbnb Host...

No True Airbnb Host... | Web 2.0 et société | Scoop.it
As Airbnb and New York head to the courts, Airbnb's arguments have become increasingly vague and bordering on cynical.
BeerBergman's insight:

Reading Tom Slee (@whimsley) is an experience, that I recommend to all of you who read English. Read his decomposition of the airbnb vs. the State of New York case. 

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I fear I have to admit the fact that the arguments of sharing economy have become thinner and thinner ("spin") in recent times. Then again: I am a Airbnb host and traveler myself, and I love both activities. So the central question becomes: how to keep the essential (added value) without losing the values, mission and sustainable objectives? 

Perhaps it is not Airbnb that is going to answer to this request. Who's next?

Excerpt.

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"Airbnb’s evocative but meaningless cheap talk (for more, see their Shared Cities initiative) is cynical. I fear that, instead of promoting any realistic idea of sharing, Airbnb will pollute the whole idea as a consequence of the high-return venture capital model it has pursued."

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Les compagnies aériennes et le marketing direct #travelthursday #TT

À l'occasion de ce #TravelThursday, deux campagnes de campagnes aériennes, utilisant les réseaux sociaux pour l'un et les technologies pour l'autre. Deux approches marketing remarquables.

BeerBergman's insight:

Un billet court de ma main cette fois-ci, illustration de deux approches différentes du marketing.

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Fairbooking, élan collaboratif ou idéologie totalitaire ? | La Tribu(ne) Ohayon

Fairbooking, élan collaboratif ou idéologie totalitaire ? | La Tribu(ne) Ohayon | Web 2.0 et société | Scoop.it
Fairbooking, élan collaboratif ou idéologie progressivement totalitaire ? par Rémi Ohayon, auteur d'« Addiction, le hold-up des intermédiaires en ligne »
BeerBergman's insight:

Il me semble qu'on voit les mêmes logiques - inévitables ? - avec des initiatives semblables sur le fond (prise en main d'une économie par les prestataires et individuels) : airbnb, greeters, wimdu, ... Créées à la marge d'une industrie, d'une économie, toute initiative est vouée à se professionnaliser et du coup, à bouger vers le centre - ce qui créé de l'espace pour de nouvelles initiatives à la périphérie. On l'a vu avec les chambres d'hôtes (autrefois une tendance comme aujourd'hui airbnb : le contact avec l'hôte dans sa maison et son univers) qui aujourd'hui sont devenues des prestations hôtelières. D'ailleurs, les petits hôtels et les pensions de famille à la base... étaient souvent le fruit des initiatives de femmes d'artisans dans de petites villes : l'accueil chez l'hôte dans sa maison et son univers... Comme quoi.

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Revenant sur l'idéologie prépondérante : ce qui est dit par rapport à Fairbooking est en train de se passer avec Uber et Airbnb : des logiques économique prennent le dessus et changent le ton, même si c'est peu audible dans un premier temps. A la base, on "vit" l'idéologie du début, mais pour combien de temps encore ? N'est-ce pas une évolution inévitable, celle-ci aussi ?

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Where the Hell is Matt? is back [VIDEO] - Tnooz

Where the Hell is Matt? is back [VIDEO] - Tnooz | Web 2.0 et société | Scoop.it
The Where the Hell is Matt? phenomenon started way back in the good ol' days of 2006, when game designer and traveller Matt Harding filmed himself dancing in locations around the world.
BeerBergman's insight:

La série de vidéos de Matt Harding, sur lequel Jennie Germann Molz a écrit un passage intéressant dans son livre "Travel Connections" : elle explore le lien avec l'authenticité et la façon dont la récupération d'un phénomène à la base authentique a été récupéré par le marketing.

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How can travel brands take advantage of the selfie phenomenon?

How can travel brands take advantage of the selfie phenomenon? | Web 2.0 et société | Scoop.it
Quite tricky to determine when taking pictures of yourself and posting them on social networks REALLY hit mainstream - but selfies hit a groove this year.
BeerBergman's insight:

Are selfies adapted to a marketing approach by the travel industry?

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Generation Y travellers and the future of travel technology

Generation Y travellers and the future of travel technology | Web 2.0 et société | Scoop.it
So what are some of the key trends in the travel industry and where the industry could it be heading next? Generation Y has to be at the centre.
BeerBergman's insight:

Alors, j'ai décidé d'intégrer un peu plus d'articles sur la filière du tourisme. En voici un, une prospective marketing visant les jeunes générations. Extrait.

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"Perhaps somewhat weirdly, Gen-Ys define luxury as “Instagram-able experiences”, not least that to the efforts of Australia’s Instagram hotel, and Starwood’s decision to include content taken by guests on their own, branded websites. Another trend among millennials is “low touch luxury”, ensuring  minimal touch points with travellers. When this age groups checks in to a hotel, they typically do not want the same luxury (an end to end service) that their parents experience in similar properties, rather they want to remain independent and they will ask for help when needed. The table below lists the classic marketing approach versus that of Generation Y. Here, “Evangelism” is empowering your customer with shareable experiences that they can talk for you."

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B&Bs: Don't let Airbnb eat you for breakfast - Tnooz

B&Bs: Don't let Airbnb eat you for breakfast - Tnooz | Web 2.0 et société | Scoop.it
This is a guest viewpoint from Mary White, CEO of BnBFinder, bed-and-breakfast directory.
BeerBergman's insight:

More airbnb news and resistance... are B&B's suffering from the new business model? One thing is sure, many of them are on airbnb (and I am one of them).
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But indeed, facing closure of B&B's because new laws, targeting airbnb/housetrip/wimdu models, are instead harming existing businesses, is a very unpleasant consequence of focussing too much on the most clamorous stakeholders (hotels) against the new models while not having enough knowledge of the industry.

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For a B&B owner, Airbnb can be another channel and it is not a bad one, at least when you feel happy with the same sort of "cosmopolitanism" narrative as couchsurfing does promote. But this is true for many other platforms: there are as many platforms as there are needs.

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Does it make less people come to the traditional B&B's? Perhaps. But it may also just be a better filter: not everybody feels like staying in every type of hosting facility. Many people will easily change hats in different situations: they will go and stay in a hotel and a B&B on their christmas break holiday, rent an airbnb home for their spring break and go out camping in summertime.

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The best bet for B&B owners who don't want to advertise on AirBnb would probably be to take a close look into what makes airbnb so different from the traditional channels and platforms and which different trends can be distilled from the houses that are exposed on Airbnb in order to renovate, adjust, or distinguish from the experiences proposed by the "sharing economy" (and yeah, ok, how sharing is it?) players.

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SMC France - Social Media Club France | Blog | Traveler to journalist: how audience participation could become the new travel journalism

SMC France - Social Media Club France | Blog | Traveler to journalist: how audience participation could become the new travel journalism | Web 2.0 et société | Scoop.it
BeerBergman's insight:

Bon, c'est un peu mon sujet, donc il est clair pourquoi je partage les travaux de Bryan Pirolli avec vous ici :

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"Le rôle que les sites web comme les blogs et TripAdvisor jouent dans le marché du tourisme, un des secteurs économique les plus important au monde est mis en question : peuvent-ils aider ou influencer les touristes à faire leurs achats pendant leurs voyages ? Les destinations peuvent-elles contrôler leurs propres images via des offices de tourisme, ou sont-elles susceptibles d’être définies par le public qui partage des billets de blogs et des commentaires en ligne ?"

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IL existe sans doute un grande relation avec la question centrale que je me pose, et que j'ai posé aux club marketing du Réseaux national des destinations, en 2013 : "est-ce que l'information existe si elle n'est pas connectée ?" . Voir la présentation ici : http://fr.slideshare.net/BeerBergman/rseaux-sociaux-et-marketing-des-territoires-rencontres-marketing-rn2d

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Shared City — Life Learning — Medium

Shared City — Life Learning — Medium | Web 2.0 et société | Scoop.it
Imagine if you could build a city that is shared.

Where people become micro-entrepreneurs,

and local mom and pops flourish once again.
BeerBergman's insight:

Your input on Airbnb's "shared city" initiative: spin, authenticity or a real proposition?

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140117 otpm vd_s_conference_tourisme20_bb

L'état des lieux et les tendances dans le secteur du tourisme : réseaux sociaux, technologies, modèles économiques, habitudes et comportements des voyageurs
BeerBergman's insight:

La présentation de la conférence que j'ai animé à Villiers-en-Bois, dans "mon" pays Mellois, sur "l'état des lieux et tendances touristiques connectés"

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