The Travolution summit was held in London today, here is my own summary of the event.
The Travo Summit
First on the airline side, there was some talk that airlines were failing to give enough destination information to customers, especially info for airport transfers. I don’t really agree that is the case but if it is, there is a great opportunity for affiliate marketing sites to provide the content and sell the transfer services…. trainline at tradedoubler, holidaytaxis at affiliate future come to mind not to mention car hire, e.g. carrentals (comparison site) at webgains.
Holiday Home Rental advertising is growing at quite a pace, and there was some nice data on that. Here are some tweets from the summit on the matter:
– Average holiday home used just 30 days a year says HomeAway
– New holiday home rental sign ups driven out of necessity – owners can’t sell & are over stretched. (43% of renters told holiday-lettings they are renting out of necessity).
– Recession is big opportunity for holiday home rental companies to boost inventory and take on hotels
The presentation from HomeAway, the biggest and global player in the holiday home rental market, pointed out that confirmed online booking generally doesn’t work so I guess if they are looking to work with affiliates it would have to be on a pay per enquiry / lead basis and also for new rental sign ups by owners.
And some data that HolidayRentals were kind enough to send :
– Booking enquiries for UK properties up 90% this year
– In the UK, the top 10 destinations on Holiday-Rentals are: Cornwall, Devon, the Lake District, Edinburgh and Lothians, Dorset, Gloucestershire, East Sussex, the Scottish Highlands and Islands, Somerset and Bath, and Norfolk.
. . . .So here you might want to take a look at Blue Chip Vacations at Affiliate Window as well as Hoseasons at Affiliate Window or Tradedoubler. If you have access to holiday home owners, maybe though an expat or finance site then the Holiday Rentals affiliate scheme provides both good commissions for new owner sign ups and also offers dedicated to the affiliate channel
On the topic of content, Frommers, who produce destination content for sites including Virgin Atlantic, revealed their survey said that 50% off travellers are more likely to book from a site that has useful content. Frommers also revealed that the biggest complaint about travel sites is insufficient pictures.
On the subject of search, very important to almost all online business these days, Google said that the average holiday booked online takes 29 days, 12 searches, and 22 different travel sites. To be honest, I’m not that bothered about data like this as it’s just an average that will be hiding all sorts of extremes varying by destination, product, demographic doing the booking and much more. All an affiliate marketeer need to know is how to get the visitors onto their site (and off again to the merchants site) as close to the time of booking as possible.
Having a look at the # search for travsummit, there was a huge amount of tweets there. I really enjoyed “watching” the summit on twitter and was the best use of Twitter I have had so far. Will be interesting to see what affect twitter has on conferences in the future. We still need people to be there in the flesh though, otherwise there will be nothing to generate the tweets !
Next week I am lucky enough to be going to a4uexpo in Amsterdam, will be curious to see if that is tweeted as successfully as the Travo summit.