Università degli Studi di BergamoArea didattica di Lingue e Letterature straniereProgettazione e gestione dei sistemi turistici /Planning and Management of Tourism SystemsCentro Studi per il Turismo e l'Interpretazione del Territorio (CeSTIT)

Our field is tourism.A tourism websites taxonomy: OTAs (Expedia, Booking.com), communities (TripAdvisor), metasearch engines (Trivago, Kayak), DMOs, DMSsRoberto Peretta

UniBg 44111 2013-2014 .:. IT for Tourism ManagersLecture #2. Tuesday, November 26, 2013

fi ld i iOur field is tourismDigital has changed tourism

Have digital technologies changed the world of tourism?Very much so in terms of volume of transactions Very much so, in terms of volume of transactions and different sorts of intermediation…(especially in the field of tourism services);( p y );less so in the world of tourism destinations.But can we identify “tourism websites”?Can we try to categorize them?Can we try to categorize them?Which different business models do different tourism websites rely on?y

UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. #2 2

fi ld i i

Categories of Tourism Websites

Our field is tourismOnline Travel Agents

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (1) – Big privateGeneral Categoryof TourismWebsites

Business Model Main Task

Online Travel Agent(OTA or OLTA, likeTravelocity, Expedia, B ki

Online intermediation and sale of tourism services (flights,

d ti

Cashing brokerage rates (under different specific models: E di f i t Booking.com,

Priceline, Venere, HostelWorld, eDreams etc.)

accommodation, carrentals, packagedtours etc.) mostly notproduced by agents

Expedia, for instance, tends to charge the customer in advance, while Booking.com gets a percentage gets a percentage from hotels after the customer has paid on the spot)

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fi ld i i

Categories of Tourism Websites

Our field is tourismTravel metasearch engines

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (2) – PrivateGeneral Categoryof TourismWebsites

Business Model Main Task

Travel metasearch engine (or fare aggregator, like T i K k

Online comparison of tourism services and their fares (flights,

d ti

Cashing intermediation, mostly from Online T l A tTrivago, Kayak,

Mobissimo etc.)accommodation, carrentals, packagedtours etc.) mostly offered by Online Travel Agents

Travel Agents

Travel Agents

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fi ld i i

Categories of Tourism Websites

Our field is tourismOnline Travel Agents

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (3) – PrivateGeneral Categoryof TourismWebsites

Business Model Main Task

Accommodation broker (like Wimdu, Couchsurfing, etc.)

Online intermediation of accommodation either provided by

ll b i

Cashing brokerage rates, if any

small business or made available by citizens

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fi ld i i

Categories of Tourism Websites

Our field is tourismTravel communities

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (4) – PrivateGeneral Categoryof TourismWebsites

Business Model Main Task

Travel community(like Tripadvisor etc.)

Online comparison of tourism services (most frequently

d ti f d

Cashing advertisings

accommodation, food and points of interest) through user-generated content: tipically customer tipically, customer reviews

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fi ld i i

Categories of Tourism Websites

Our field is tourismPublishers

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (5) – PrivateGeneral Categoryof Tourism Websites

Business Model Main Task

Travel Publisher(Frommer’s, LonelyPlanet, Michelin etc.)

Sale of guidebooks, travel books or digitalcontent, mostly

d d b th

Selling books or digital content directly(no intermediation). Al lli i produced by the

publishers themselvesAlso selling massive digital content to destinations or companies.

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fi ld i i

Categories of Tourism Websites

Our field is tourismTravel Suppliers

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (6) – Big private (or public…)General Categoryof TourismWebsites

Business Model Main Task

Travel supplier(Air France, DeutscheBahn, Trenitalia, R Ai A

Online sale of tourism services (flights, hotels, car rentalst ) tl d d

Selling servicesdirectly (no intermediation)

RyanAir, Accor, Holiday Inn, Hertz etc.)

etc.) mostly producedby the suppliersthemselves

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fi ld i i

Categories of Tourism Websites

Our field is tourismDestination Management Organizations

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (7) – The publicGeneral Categoryof Tourism Websites

Business Model Main Task

DMO [Destination Management Organization or D ti ti M k ti

Either publicor private/public funding

Attracting visitors to the destination; marketing the d ti ti d l l Destination Marketing

Organization](or LTB, Local TouristBoard, or RTB, Regional Tourist

destination and local actors; informing and assisting visitors before, during and after their visitRegional Tourist

Board)after their visit

This is the category of tourism websites we have to evaluate

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This is the category of tourism websites we have to evaluate.

fi ld i i

Categories of Tourism Websites

Our field is tourismSmall service suppliers

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (8) – Small privateGeneral Categoryof TourismWebsites

Business Model Main Task

Accommodation supplier(Family-run private h t l B d &

Online sale of tourism services (hospitality) produced by the

li th l

Selling servicesdirectly (no intermediation)ohotel, Bed &

Breakfast, Farmhouse, likefrances.it)

suppliers themselves orselling throughOnline Travel Agents and/or DMOs

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fi ld i i

Categories of Tourism Websites

Our field is tourismUnofficial “destinations”, and affiliation

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (9) – Small privateGeneral Categoryof TourismWebsites

Business Model Main Task

Small businessor amateur (like CiaoMilano)

Sponsorship and/or advertisements on the website; possibly sale f di it l t t

Informing on a tourist area, and possibly making marginal

fit th h of digital content; affiliation

profits through affiliations

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fi ld i i

Categories of Tourism Websites

Our field is tourismTravel bloggers

General Category Business Model Main Task

Categories of Tourism WebsitesTaxonomy (10) – Small privateGeneral Categoryof TourismWebsites

Business Model Main Task

Travel blog (or travelogue, like PeterGreenberg, N di M tt

None – though some travel bloggers increasingly act as

f i l t l

Informing on personal travels, possibly making profits th h t NomadicMatt,

DigitalNomad, etc.)professional travel writers or journalists. Affiliation is also possible

through agreements with DMOs or publishers, and/or marginal profits through affiliationsthrough affiliations

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fi ld i iOur field is tourismDMSs, or Destination Management Systems

In terms of digital management of tourism destinations, there’s more to be considered.A Destination Management System or DMS is a A Destination Management System, or DMS, is a special sort of CMS.DMSs are digital platforms. They are content g p ymanagement systems intended to drive local tourism operators to cooperate with one another, helping to manage a local tourism systemhelping to manage a local tourism system.In other words, DMSs are based on a network approach as far as tourism operators are concernedpp p... or, rather, they are supposed to be based on a network approach.The story of Tiscover provides examples

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The story of Tiscover provides examples.

fi ld i iOur field is tourismDestinations, hoteliers, and e-commerce

Finally, a very practical question in terms ofe-commerce and business models for a destination.How should a destination manage hotel and service How should a destination manage hotel and service reservations in its own area?Destinations vs. hoteliers vs. OTAs...

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