On doctor's orders I had to cancel my trip to WebInTravel this year. Here with slides and audio is the presentation I would have given today if I had been there.
Key themes are
- the long tail theory is now 5 years old. That is "decades" in Internet years. It is time for a rethink;
- we now have access to effectively unlimited computational power (technology change);
- consumers are voluntarily giving us data and information about themselves - often for no obvious tangible gain (forwarding links, writing reviews, uploading photos, setting up detailed traveller profiles etc) (social change); and
- if we work to put together the technology change and social change we can target EveryYou rather than Everyone. Can develop specific and targeted recommendations of one for an individual. Rather than a recommendation based on demographics, a recommendation of one based on the individuals unique combination of desires, needs and interests.