WebInTravel: 10 things I overheard from companies (Tnooz)

Over at Tnooz I have written two posts following the WebInTravel conference in Singapore last week. Part 1 is 10 things I overheard from companies. Check out the post called "Part One of Two: The Asian online travel zeitgeist". Companies covered include Wotif, Cleartrip, TripAdvisor, DaoDao (TA in China), Mobilizy, Kaha, eLong, AirAsia, Small Luxury Hotels of the World, Abacus and Accor. Part 2 tomorrow is on industry trends.

Business Traveller Tip – 10 tips for surviving economy class flying

They call it Business Class for a reason. To ensure that everyone travelling on business feels a pang, a dip and a sense of hopelessness when not travelling in the class with your name on it. But often we must turn right on entry to the plane and keep on walking to seats numbered in the 30s or lower. Here is the next chapter in the BOOT's Business Traveller Tips – 10 tips for surviving flying economy class on business

1. Aim for day flights - travelling up the back is much easier if you don't have to sleep. Check and re-check schedules to see if you can take a day flight rather than overnight. I would prefer to fly during the day on a usually un-preferred carrier than overnight on my favourite carrier;
   
2. Check in online 23 hours and 59 mins before your flight - Most modern carriers allow online check-on 24 hours before take off. Do what you can to be on their website at as close to the 24 hour mark as you can. Assuming you are a relatively high grade flyer you will get the better choice of seats. There are two schools of seat choice depending on your view. My choice is aisle up the front. Up the front for as fast as possible exit. The aisle to add a little bit more leg room and eliminate the need to climb over any one to get anywhere. If you take this option then look for the latch under the aisle armrest that unlocks it and allows the arm rest to be lifted up to be in-line with the seat. Not all economy class seats allow for an uplifted arm rest but many do. The ones that do need a little cajoling before they lift – but when they do lift they open up and free the right/left hand leg, thigh, buttock, shoulder and much more. Just watch out for the speeding food trolley. The other view is the privacy and extra lean value of the window seat. The aisle brings more room with a lifted arm rest, aisle leg room and an easy exit. The window brings a big resting place but requires a lot of dexterity and balletic skills to exit and reach the bathroom. Either way, avoid the hell of the middle. In fact better to have one off the aisle in the middle set of four than the middle of the left or right window set of three. Goes without saying that either way exit row is the best. Be careful with exit rows. Choose middle or aisle as sometimes the window exit row seat has the leg room blocked by the emergency slide compartment attached to the door;
3. Dress loose – in a perfect world you would dress in good clothes as you board and change into shorts and a t-shirt during the flight (see tip "What to wear on-board"). But in cattle it is often hard to change clothes. To get the best rest you can, you need to be in loose clothing. In a perfect world you would come on board in pyjamas. As that is not possible I suggest loose cotton pants and a t-shirt or long sleeve polo. Take off your belt and shoes, keep them overhead. The belt will tighten and constrict as the trip continues. Your feet will swell making them uncomfortable in shoes;
4. Eat before you board - The food on economy class is cut rate at best. They are doing everything they can to cut a buck or two. Give yourself 20 mins at the airport to eat before you get on board. The food at the airport will be much better than on board. If you have lounge access this is easy. Taking a meal in a CX, SQ, QF, BA, VS, etc lounge before boarding will leave you happily full. If you don’t have lounge status I recommended eating at an airport restaurant and charging it back to your company as a work meal. Eating before you board not only gives a better meal, it also gives a more comfortable seat. When the meal service is on the tray table is down. When the table is down, you are forced upright with your knees up. You are boxed in even more than usual. The less you need to eat on board the less you are boxed in by the table;
5. If you have to check – check it all - Chances are if you are up the back you will have to check luggage as the chances of bringing 2-3 bags of 20 plus kgs will be pretty slim. Therefore if you have to check bags, you might as well check as much as you can. Leave yourself with as little as necessary to take on board. If you have to check something, check everything. [see more in tip 6];
6. Board sooner rather than late - Business class has little to no space limitations for cabin baggage. I know as I have often trudged on board with a suit carrier, roly bag and laptop bag. All told 30 kilos and a whole over head bin of space. In cattle class the overhead bins fill up fast. If you have carry on, you will do well to get on board sooner rather than later to claim the limited space availability over heard. If you miss out over head the only place will be under the seat in front and you want to keep that space for your legs;
7. Bring Ear Plugs and a mask – planes are noisy. Particular ones with 10 people in a row rather than 7. The pointy end provides not only less people to reduce the noise but technical implements to help keep it so. The back of the plane is noisier and absent in technical implements. Therefore bring your own. While the seat may be upright, a mask and ear plugs will make a world of difference. Somewhere in an old amenity pack you will have a mask and plugs. If you don’t, spend the 10 bucks to get one before boarding for the back for the bus;
8. Bring Drugs – I have a separate post on the best (legal) drugs that every business traveller should take with them on any trip. Within the list of seven pharmacological necessities are two critical sleep aids – Unisom and Melatonin . These are not knock out drugs. I eschew the true knock outs like Ambien and Stilnox as I do not enjoy the wake up afterwards. Unisom wont knock you out but they will help you drowse – especially in an upright seat;
9. You can hide an iPod – if you try - For sleeping you drown out the cattle noise with the ear plugs (see tip 7). You will want to use your iPod to drown out the waking hours noise. This is easy during the flight but hard on the ground and during take off. For some reason the aviation industry has convinced itself that a $200+ million plane can be brought down during take off by a $300 mp3 player. Cabin crew will obsessively walk up and down the cabin looking for downed tray tables, lent back seats and plugged in ear pads. If you try to listen to an iPod in the usual way (white earphones in both ears) I give you a 15% chance of not being spotted and enjoying music from 0 metres to 10,000 meters above sea level. But if you follow my tips, the chances of listening to music from door close, through wheels up and onto seat beats off increase to 77% (or thereabouts). Step one – get black earphones. White pads stick out like dancing silhouettes against a purple background. The cabin crew are less likely to spot black cords and pads. Step two – hide the iPod/Phone under a book or blanket. Don’t give them anything to look for. Step three- only listen in one ear. Do not put pads in both ears. Put a pad in the ear opposite to the aisle. Left ear in seats A, B, C, F and G. Right for D,E, H, J, K (in a typical 3-4-3 seat layout). This is the ear that the cabin crew can’t see. Then run the black ear cord down the arm away from the aisle in such a way that it cannot be seen from the aisle. A black cord down your arm from an ear that can’t be seen for the aisle connected to an obscured music box will work more often that it doesn’t in keeping you wired for sound before and during take off; and
   
10. Bring spray or moisturiser – 30,000ft is dehydrating. Just being there will dry you out. They seem like silly touches but the Biz Class perks of hot face towels every four hours and moisturiser in the bathroom make an important difference to keeping you dry and hydrated. Up the back I recommend replicating those experiences with spray on water (like the Evian stuff) and one of the bottles of hotel creams that are sitting in your draw at home.

Over to you dear readers. Any other tips for flying coach?

Thanks to clstal via flickr for this fantastic photo of a Ugandan cattle ranch

Introducing the Twelevator Pitch - an elevator pitch in the age of Twitter

I helped out at the WebInTravel Innovation Bootcamp as a start-up mentor. In this I was advising a start up on their 5 min pitch to investors. Four companies pitched, then broke with their mentors for a 1 hour workshop, then pitched again. Three of the four will get to hit the WIT Mainstage. More details here

I won't mention the name of the company that I helped out because their pitch was in real trouble from the beginning. After their initial 5 minute pitch I had no clear idea what their product was. This was not a question of complexity or being too deep in technology. Rather their pitch had so many different angles, commentary and ideas in it that the product could be anything from a dating site, social network, trip planning site, content site, niche online agent, community site and more.

The first job we had as mentors was to get the company to describe their product in a quick and clean format. I set them a challenge. Break for 5 minutes and come back to the mentor group with a tweet like 140 character description of the product - what a laughingly called later on a twelevator pitch. Our reasoning for this is that a start up has to be focused. To be focused you need a simple goal and product aim. If your product/business can't be described in a 140 characters then chances are different parts of the start up team have different ideas as to what the company is working on and will pull the company in different directions.

I knew the start up was in trouble when 15 mins later the team had still not returned with a product description tweet. In those 15 mins they were debating as a group what it is they wanted to do and constructed a long and involved idea. Eventually they did return but with closer to 280 characters of pitch.

We put together a new pitch for the rest of the period but the lack of focus in the start up was telling.

There are a lot of elements that a start-up needs to include in a venture pitch but before you do anything make sure you can describe your product in a short sharp twelevator pitch.

Thanks to splorp for this great photo via flickr

Tweeting from WebInTravel in Singapore Oct 19

Follow me my tweets tomorrow at WebInTravel either directly vi @hughestim or hashtag #webintravel.

BOOT off to Japan on Qantas Premium Economy...maybe

Am off to Tokyo this week care of Qantas Premium Economy....I think.... Rumour has it that the refitted plane including Premium Economy and the updated business class is not yet ready.

The BOOT in the Guardian

The BOOT has been mentioned in The Guardian/The Observer newspaper. In an article from Sunday called "Are guidebooks facing extinction?" journo Benji Lanyado discusses the rise of location based services and online content and the fall of the guidebook. Towards the end of the piece he references me and my discussions around the rise of the open ended question online.

Read the full piece here.

thanks to DaveWilson via flickr for the photo

BOOT's guide to researching the world

I have been asked many times how and where to collect data about countries for research and planning. Top line data such as population and economic numbers as well as travel industry specific numbers. Here is my recommended list of four sites for collecting data about a country:

Wikipedia: a obvious choice. Positives about wikipedia is that every country is covered and has a detailed entry. The downside is that the dept of the writing and attention paid varies greatly between each article. The number one wikipedia challenge is that it's greatest strength - a near limitless supply of writers - is also it's greatest weakness as it can result in inconsistent layouts between different countries and different source materials for each each country. Therefore while wikipedia is useful for discovering information, it is less useful in comparing data between countries.

CIA world factbook: is everything that wikipedia wants to be from a data point of view. Since 1943 the predecessors of the CIA (and now the CIA) have been collecting country information and collating it into a central place - that is now freely available online. While it is is not updated as often as wikipedia, there is a consistency of measures and tracking that allows for a clearer and cleaner comparison between countries on topline metrics such as GDP, population, unemployment rates, languages and government structures. There are also useful numbers that are less obvious but just as helpful in planning such as size of the labour force, percentage below the poverty line, number of mobile phones and number of internet hosts. Very useful site for comparing a series of countries with data from the same source.

Wolfram Alpha: Wolfram Alpha is the Internet's way of saying "there are bigger geeks in the world than anyone at Google". The founders of Wolfram Alpha are the geeks of geeks, nerds of nerds. These guys are living maths and algorithm gods. They have tried to build a search engine focused on fact based questions and collecting data. Type in a country name and an easy to read list of useful stats appear. The uber geek part of this is the ability to generate charts and dive deeper into certain facts. For example look at the demographic section of a search result on Wolfram Alpha and you can diver into the details such as the distribution between male, female, children, adult and elderly.

World Travel & Tourism Council: The WTTC Travel Research Centre is the only place I know for consistently calculated data on travel demand. The good is that it covers every country and splits between business spend and leisure spend. Each country can be compared based on the same calculation method for the same travel categories. The bad is that in calculating the key categories such as "personal travel & tourism" and "business travel", the WTTC takes a very expansive collection methodology. Make sure you review the definitions before using this data. For example personal travel & tourism is calculated to include "all personal spending by residents on Travel & Tourism services (accommodation, transportation, entertainment, meals, etc) and goods (both durable and non-durable) used for Travel & Tourism activities. Spending may occur before, during or after a trip. Spending covers all Travel & Tourism, both domestic and international". In other words it includes everything spent before, during and after a trip. From luggage bought before the trip to the taxi home from the airport. It is a very expansive number. The WTTC research is great for comparing different scale between countries but be careful if you rely too much on the absolute (rather than relative) levels of spend.

Any other sites you use?

thanks to Chuck "Caveman" Coker for the photo over at flickr

WebInTravel: Come see the BOOT at WebInTravel Singapore Oct 19 -22

It is not too late to book your ticket to join the BOOT and hundreds of others travel professionals at WebInTravel in Singapore (alongside ITB Asia) October 19-22. The full schedule for the event is here. Registration details here.

There is a lot of the BOOT to see at this conference. For BOOT specific sessions, I will be presenting as follows

Presentation Number 1

First up I will present and the pre-conference WITovation Entrepreneur Bootcamp at the LKC School of Business on Oct 18. I am in a session moderated by Tnooz editor Kevin May called

1130am Innovation Exchange: What's hot and what's not, what's working and what's not, and what's coming round the corner. Experts pick out the current tools and technology that are changing the landscape and predict the ones to come. On the panel are

• Andrew McGlinchey, Head of Product Management, Southeast Asia, Google South East Asia
• Brett Henry, Vice-President, Marketing, Abacus International
• Timothy O' Neil-Dunne, CTO, Lute Technologies and blogger
  
• Ross Veitch, Chief Product Officer, Wego

Presentation Number 2

On Oct 19 at Suntec I am on the opening panel with joint moderators conference organiser Yeoh Siew Hoon and Tnooz's Kevin May.

845am Hitting The C-Spot: Cross-Fire: Two teams will compete against each other to come up with the best customer insights that they believe will drive change in travel distribution and marketing.

Team 1 is

• Ram Badrinathan, General Manager-Asia Pacific & Vice President, Learning Solutions, PhoCusWright Inc.
• Morris Sim, CEO & Co-Founder, Circos Brand Karma
• Robbie Cooke, Managing Director & Group CEO, Wotif Group

Team 2 is

• The BOOT
  
• Timothy O'Neil-Dunne, CTO, Lute Technologies & Blogger, Professor Sabena
• Brett Henry, Vice President, Marketing, Abacus International

Presentation Number 3

Later on the 19th I am leading a panel.

3pm Channelling The Customer: Bridging The Chasm Between Inspiration & Transaction

Three part session.

For the opening 10 minutes I will present on new opportunities in search, inspiration and consumer engagement. Carl Griffith of Cloud View will follow with 5 minutes on "What the Consumer Wants". Then we have 35 minutes of Q&A with some of the best in online travel and search

• Martin Symes, CEO, Wego
• Sajith Sivanandan, Head of Travel, Retail & Automotive, Google South East Asia
• Olivier Dombey, Chief Information Officer, Hoteltravel.com
• Wee Hee Ling, CEO, Commonwealth Tourism Holdings
• Hrush Bhatt, Founder & Director, Cleartrip/Small World
• Josh Steinitz, CEO, NileGuide
• Mark Inkster, Managing Director, Search Alliance, Microsoft

Here is a hint of some of the questions I will put to the panel

• Can tradditional search adjust to responding to open ended questions?
• Sociograph vs Tastegraph - what role will they play in any search evolution/revolution. Which one will win? Or Both? How?
• Yen Lee of review meta-search site Uptake wrote a post "meta-search is done!long live meta-search" . In it he argued that traditional priced based meta-search was in real trouble because the business model of arbitrage between buying traffic off Google at one price and selling that same traffic to suppliers/OTAs at another price was not sustainable. What do you think? Has the cost of paid search irrevocably changed meta-search?
• Paid search on head terms is so expensive that it is arguable that search is not longer a direct response media but a brand building form of media. Is that true or is there still direct response money to be made in search?
• You are a hotel in a major Asian city (Singapore, Hong Kong, Shanghai, Sydney, Bangkok). You are in a great location, have good reviews on social sites, are competitively priced and have great website. But when someone types in "hotels in [city]" into Google you are on page 4. Not surprising given that there are 500,000+ results on Google for that search term. What do you do as this hotel to get anywhere near page 1? Or do you give up on page 1 dreams and turn online marketing activity to somewhere else?

And more....

Presentation Number 4

On Oct 22 at Suntec I will be joining one of the WIT Ideas Lab sessions.

09.45 Social Media, Search, Mobile & Stuff: insights about Social Media, Search & other stuff that the Web is made up of.

• The BOOT
  
• Morris Sim, CEO & Co-Founder, Circos Brand Karma
• Brett Henry, Vice-President, Marketing and Vice-President, India, Abacus International

Four sessions, more live BOOT than ever before.

Media Watch: the Australian puts a "c" in Webjet

Quick media watch moment his morning. Front page of the business section of the online version of the Australian newspaper contains a piece speculating on Fairfax media (owner of newspapers that compete with the Australian) might be considering a move on Webjet (#1 online air agency in Australia). Unfortunately the front page sub-editor has stuck a "c" in Webjet and is running the headline "Fairfax had Webject on board" linking to story headlined "Fairfax held Webject stake last year". Second photo below and full story here.

PS- as regular readers know I am probably the last person who should be pointing out typos.

Tnooz: the future of search is multi-destinational and multi-dimensional

Tnooz is one year old. My latest 1000+ word piece is live called "Google Instant is just the beginning in the search revolution in travel"

In this post I discuss the history and future of search and the role Google Instant is playing. I propose a future that has search being based on more than one destination site (multi-destinational) and more than one way to measure authority and trusted content (multi-dimensional).

check out the full post here.

Virgin Blue starts brand review - why not rebrand Ansett?

News out that Virgin Blue CEO John Borghetti has brought on long term collaborator Hans Hulsbosch to help with a brand review for Virgin Blue.

Hulsbosch previously helped Qantas with their brand review though I think the minimal changes of lengthening the Roo tail and slanting the acronym is more of a tweak than a review.

From press reports it looks like nothing is off the table including scrapping the use of the world "Virgin". Given the current DJ product and announced plans for it, I recommend DJ drop the Virgin brand, write a cheque to administrators KordaMentha and re-brand the whole business Ansett.

I am being facetious of course but there is some rational thinking behind this. Below is a table comparing the Ansett of 2001 with the Virgin Blue product of the same year and of 2010

My point is that as Virgin Blue chases more and more of the Qantas business (aiming to increase corporate share from 5% to 20%) it is getting closer and closer to the Ansett business model and further and further away for what made it a success. From the table you can see that the edgy brand and free food are the last pieces differentiating DJ from Ansett. They need to be very careful in this process that DJ do not end up catching just enough of Qantas share to lose what built their brand and suffer the same fate as Ansett.

PS: for those that don't know Ansett was the long term Star Alliance full service competitor of Qantas that went bust in 2001 after (but not caused by) Sept 11. Virgin Blue launched in August 2000

Stories from TRAVELtech: contemplating the parallel inter-verse

I was at TRAVELtech last week wondering if there is a parallel universe on the internet (inter-verse) that I am not part of. In the Internet that I live in the following rules apply:

• Search: Not all my searches start on Google;
• Starting: Portals are not a starting point but might be a destination (ie Yahoo Finance);
• Creating: I am creating more and more content very day – but writing less and less on my blog;
• Reading: Newspaper sites are fading from view in favour of RSS and news aggregators; and
• Accessing: I am accessing the internet all over place – via my computer, my Apple TV, my Xbox, my blackberry and more.

Three presentations at TRAVELtech reminded me that many people online who do not adhere to these rules and therefore exist in a parallel inter-verse:

• Mark Higginson of Neilsen Online reminded me that a third of Internet users do not use social networks. For these users (and there are a lot of them) the Internet is not a place for inspiration or interaction. It is a functional place. A place to consume content, check details and make purchases. A place to do things and find things out, not to engage, share and...well... just hang out;
• Rohan Lund of Yahoo!7 says that Yahoo! is continuing to expand world-wide as a place for people to start on the Internet. That the portal is still as strong and steady starting point on the Internet for hundreds of millions of users; and
• Warren Livingstone (founder of the Fanatics) proved that the secret to community was tents more than tweets. That communities did not need social media that much to grow and foster.
  

The obvious question upon re-discovering the parallel inter-verse is whether or not it is a place in itself or is it just a staging area. Is it a place where newer users start their internet experience – only to soon progress to the "real" Internet or do these users stay in the functional and controlled parallel inter-verse that is about more than outcomes that experience?

The reason why this is important to think about is that if the parallel inter-verse is a permanent place rather than a staging area then online travel companies need to plan for a different future. I keep talking about a future for online travel around moving from transaction engines to recommendation engines. Around helping consumers move from answering closed questions ("how much for a hotel in Melbourne?") to open ones ("where do I go next?"). A future where some combination of the tastegraph and sociograph combine to make online social interaction as (if not more) rewarding than off. If the functionally focused parallel inter-verse is a permanent place then there is more than one future. A long term functional internet means product people spending time on retail efficiency and on site content products rather than recommendations and syndication. It means more off-line marketing and brand based marketing. It will mean more in website design and less in apps, social media and under the hood data work. My guess is the parallel inter-verse is temporary. That functional only internet use will fade away to be replaced by rules like my rules. What do you think? Is there a parallel inter-verse (or I am making stuff up) and do we have to rewrite the future of the online travel business to take account?

BTW - thanks to Brianam on Flickr for the photo. The context behind the sign (which he says is real) is that Universe St was closed and traffic was being diverted to Rainbow st.

Tnooz: 5 tips for launching a social media strategy

My largest post ever is now live in four parts over at Tnooz. 2,500 words on "5 steps for a travel supplier looking to launch a social media strategy". 5 steps in four parts. Here they are with links to the individual pieces

Step 1 - Decide who you want to talk to and what you want to say

Step 2 - Start monitoring social media. Make it a customer service and marketing priority

Step 3 - Collect data - all of it

Step 4 - Craft product and content plans

Step 5 - Start saying and stick to it

Critical to this analysis is that it is not until Step 5 that full blown social media content creation is recommended.

TRAVELtech 2010: BOOT will be tweeting Tuesday #travtech

TRAVELtech 2010 is on this Tuesday in Sydney (Aug 31). Registration details here. I will be tweeting all day with the hashtag #travtech from 9am.

Speakers I am most looking forward to are

• Orbitz CEO Barney Harford and HotelClub President Jeremy Bellinghausen (but I am biased:) );
• Yahoo!7 CEO Rohan Lund on what their plans are with TotalTravel;
• Traveltainment boss Andy Owen-Jones on whether or not they are coming to Asia; and
• Chris Chambers of Tourism Queensland on a year on from the best job in the world campaign.

Let me know if I will see you there and follow updates from Tuesday via #travtech.

TripAdvisor Sessions: talking tastegraph and sociograph with TripAdvisor Product VP Adam Medros

In part 1 of my interview with TripAdvisor VP of Product Adam Medros we talked through the launch of the TripAdvisor Trip Friends product and the challenges/benefits of living in a Facebook world.

In this part 2 we review the sociograph vs the tastegraph as a means for recommending. Recommendation through the sociograph means drawing advice and responses from those in the same social network as a user. The tastegraph refers to basing recommendations and search results on the preferences of and feedback from people who like the same things as the user regardless of the existence or not of a social connection.

I asked Medros what he thought about these two trends and whether or not he thought the tastegraph was a better recommendation process than the sociograph. Here is what he had to say

Medros of TripAdvisor: When we talk recommendations at TripAdvisor we talk about a hierarchy of advice. The top of the hierarchy is the wisdom of friends and this is what Trip Friends enables. Trip Friends does more than allowing you to ask your friends, it lets you know which friends to ask. At the other end of the hierarchy is what TripAdvisor has been doing for 10 years – wisdom of crowds. [The crowd providing] A broader set of advice and opinions than available from a transaction provider. In the middle there is the tastegraph – we call it “people like me”. Where you can filter down the recommendations and wisdom of friends through “people like you” filters. The tastegraph is better than wisdom of crowd but not as good as wisdom of friends.

There are three approaches to collecting data for recommendation engines. Two don’t work.

1. Give to Get: Asking consumers to do a survey of who they are and use the results of the survey to show recommendations. It doesn't work and no one does it;
2. Black box: Take all of the click steam data – put it into the "black box" and produce an answer for the consumer. Does not work. No matter how much consumers tell you they want recommendations this way, they (the consumers) do not believe the results when they come out. This method is easier for a transaction site that has only transaction data to rely on. But for research site consumers are all over the site for many different reasons. Too noisy to trust the click data; and
3. People Like Me and Finger Printing: Try to finger print a hotel or travel experience by asking people to choose similar experiences. The best version of this is, "If you like this hotel in city X you will like hotel Z in city Y".

Almost all of these approaches have a scale component. The wisdom of friends needs the scale of a billion pins from the Cities I've Visited app. People like me need scale to aggregate up the different finger print characteristics.

My Take

I see the value in having access to friends to complement the crowd content on TripAdvisor. This is also a very good implementation by TripAdvisor. That said I feel that the path to recommendations is through the tastegraph/people like me approach more than the sociograph. I have lots of friends, close friends, that have very different interests to me and whose recommendations I won't take.

The first time I used Trip Friends it took a few clicks more than I expected to get logged in and up and running. Once in, I found the product easy to use and easy to integrate into a search. But looking down the list of friends connected for the destination I was interested in (Hong Kong) I was not convinced that any of them knew any more than I did. The one friend I do have that lives and grew up in Hong Kong did not have that in her profile so was missed.

I think the "like button" is going to rule the world one day. By that I mean that tools and products to allow content consumers (online or off) to positively or negatively vote for an item or content (including Facebook, Digg, StumbledUpon and more) will drive the future of content and transactional consumption. But I think this is more likely to happen in a "people like me" or tastegraph environment than an environment driven by "what do my friends think".

Now to you - tastegraph or sociograph - which one will rule?

Seat Review - Virgin Atlantic Premium Economy

After my BA Premium Economy experience I said that it was appropriate that Premium Economy was linked to the worded economy because the product is s step up from economy but is not a half way point of the Business class Product. Virgin Atlantic’s Premium Economy is a good looking product from a far but there are too many niggling problems and annoyances that take off the good looking shine and drive

the BOOT to rate Virgin Atlantic Premium Economy as 2.5 stars out of 6 or "Bad Seat". I don’t think Premium Economy is worth the extra money. Here is the detailed review (Details and scoring system for airline seat reviews)

Getting on Board	Score 0.5
Premium Economy does not get me lounge access in Sydney. Which would be a loss for the regular traveller but my top status on QFF gives me access to the Qantas Business Class Lounge even when not on a oneworld carrier. That said, the Air NZ lounge used by VS in Sydney is a handicap, not a bonus for VS, when compared to the great Hong Kong clubhouse and the outstanding Heathrow Clubhouse. The location of VS Premium Economy seats on the plane is an early bonus. It is just to the right of the door facilitating speedy on and off boarding. Drinks are offered but I boarded too late to get one.
The Seat	Score 0
The seat looks really good. Wide, cushioned and draped in purple hues of leather. But there are also some uncomfortable niggles. The legroom in front was blocked by something. Forced by feet into uncomfortable angles unless I sat bolt upright. The headphone plug is at my thigh height and when plugged in jabs the headphone plug connector into my thigh. Constantly jabbed and annoyed me unless I shifted into an odd position. Final niggles was the seat pocket. It is large and loose but is at my knee height. Means putting anything in it blocked by knees – pushing me into the headphone plug. As a result I had to keep everything on the floor – further cramping my leg room.
The Service	Score 0.5
The staff were very polite and pleasant. They were attentive when called upon but not to be found regularly moving up and down the aisle pro-actively looking to help out.
The Food	Score 0
I have to remind myself that I am in premium economy and not Business Class – so that I judge the food appropriately. And that I started the trip with an incredible melted French cheese fondue like experience in the Qantas Business Class lounge. This does not give VS a fair starting point of comparison. The food disappointed. I had a beef stew which required all of the salt and pepper I could find to compensate for the lack of flavour. . The salad was bitter and the desert rubbery. The fresh roles were hot and fluffy but the wine was cask like in acidity. The snack at the end was insufficient and I left the plane hungry for more in terms of quantity and quality..
The Entertainment	Score 0.5
A great selection of movies and TV shows. It is very entertaining to find British TV shows available – a change from the more common US and Asian ones that I am used to on other airlines. But again the niggles hurt the rating. The minor niggle is that it takes too long to start. It makes not sense that VS continues to wait until cruising altitude before turning the system on. Even then it forces the watcher to sit through a welcome video. The video is bizarre as it take 4 or 5 minutes of linear content that cannot be skipped to tell you how exciting it is that the entertainment system is full interactive and on demand. But the major niggle is the screen. It is a fair size for the seat it is too reflective in light. During meal services it was almost mirror like – impossible to watch. I saw more of my face watching Iron Man 2 than Robert Downey Jr. It dark scenes the picture was effectively black.
The BOOT factor	Score 1.0
Business Class is sold as being about the seat. Another fear in moving from Business Class to Premium Economy is the luggage allowances. Key to getting off the plane and on your way home/to the hotel as fast as possible is the ability to take all of your luggage on board. Technically VS Premium economy comes with a one piece limit on board. The check-in staff let me take on three pieces weighing 20kg. I am grateful for that.
Final Score	2.5 – Bad Seat

Details and scoring system for airline seat reviews

thanks to maynard on flickr for the photo

TripAdvisor Sessions: Talking to TripAdvisor VP Adam Medros about Trip Friends and living in a Facebook world

It has taken me a while to type it up but I wanted to share with you my interview with TripAdvisor Product Vice President Adam Medros on their (now not so new) Trip Friends feature that allows review and destination surfing on TripAdvisor to be combined with Facebook social search features.

If you have not come across the Trip Friends product yet, it allows you to connect your TripAdvisor search to your Facebook network. Practical results are an ability to see who in your network may live, have visited or have knowledge about a destination. This data comes from Facebook friend's profiles and Cities I've Visited "pins". Targeted questions can be asked and answered combining the mass crowd input of Tripadvisor's UGC information and the sociograph responses of a user's Facebook friends (for more on the product see the Tnooz review).

The BOOT is full of stories from me about the evolution of online travel from a transactional activity to a recommendation and inspiration service. You will have seen my interviews with various inspiration and discovery start-up CEOs (Triporati, Joobili, Tripbase, LikeCube) as well as my general posts on the Travel Discovery & Inspiration sector. In part 1 of my discussion with Medros of Expedia's TripAdvisor we discussed discovery, inspiration, product development, lead generation and having to live in a world ruled by Facebook (part 2 here). Here are the details of the discussion

BOOT: How long did it take to build the feature?

Medros of TripAdvisor: TripAdvisor does weekly releases covering 10 or 12 different projects at any one time. We have a building and launching mentality. It helps that we are a content company, not not transactional based as transactional sites need to be much slower and more careful in their launches. This feature took 5 months of work. Some was working through the detail of how it would work – some rewriting code as Facebook changed their feed. 2 weeks before launch we had to rewrite the private messaging functionally because of changes on the Facebook side.

BOOT: What are the future plans for the feature?

Medros of TripAdvisor:There are a couple directions we want to take the product

1. Big Picture – pushing on working more closely with partners in the industry to talk to travellers and users that helps plan a better trip to add advice from experts to advice from Facebook friends;
   
2. Mobile - We re-launched our mobile site in Dec 2009. Want to add this feature to that platform. Currently getting more than 2 million users a month on mobile; and
   
3. Network effect – expanding the buckets of things consumers can share with each other.

BOOT: What is like being tied to Facebook? Must be hard and challenging to give up so much control to them?

Medros of TripAdvisor: Without a doubt (a challenge to be tied to the Facebook experience). The benefits are clear but also a number of dependencies we have to manage:

1. General dependency: What would we do if Facebook build their own travel Q&A product? We can't worry about it as we can't stop something like that happening and it would go against public claims by Facebook to be independent;
2. API dependencies: Facebook have a tendency to change features and the API often. For example app notification went away and was never replaced; and
   
3. Downtime dependency: What happens if the Facebook API has downtime? Figuring out how to message to users when there is latency coming from not you.

Despite this we need Facebook. We tried to build a version of Trip Friends on our own a few years ago – did not take off because consumers did not want to maintain another social network.

BOOT: Do you think Facebook is or will become a place for consumers to do transactions?

Medros of TripAdvisor: Facebook (the platform) is ready but users do not think that way just yet. Have yet to see any real interest in transacting on Facebook other than within games. Good innovators dilemma. Is like the early days of Google. Both Facebook and Google are going to get closer and closer to the lead generation side of marketing through delivering people to sites that can transact.

BOOT: Any thoughts on letting hotels participate - to get involved like they can in responding to reviews?

Medros of TripAdvisor: Starting to think about that. TripAdvisor serves two sides of the trip equation. The user side of recommending and the industry side as well. Hoteliers should be able to contribute to trip planning experience. As long as users know the bias of the advice. There is room for us to take this functionality and add advice from experts as well as friends.

In part 2 I talk to Medros about the differences between the sociograph and the tastegraph.

What are your early impressions?

EveryYou: Wharton on Mobile Networks and E-Commerce getting personal

Madame BOOT is a long time consumer of the Knowledge@Wharton series. She has pointed me to this short but interesting post titled "In the Age of Mobile Networks, E-Commerce Gets Personal". The piece talks to how mobile networks will be an enabler or micro targeting. How the next generation of services such as 4square will be key to retailers be able to target consumers with individuated deals and "transform how people shop". Is the BOOT's recommended read of the week.

For more background on this - my concept of EveryYou can be quickly described as "micro-targeting at scale". The detailed definition is

“The development of a specific and targeted recommendation of one based on the unique combination of desires, needs and interests of each individual at any moment in time”

This theory I am working on says that we have reached a state of computational power, data collection levels and social trend in favour of interaction and information sharing that retailers will be able to target offers not only at individuals but at the different versions of each individal that appears at a particular point in time.

Hatton of Google on Mobile and ITA

Claire Hatton - Google's Industry lead for Travel, Local and Government in AU/NZ - spoke last week at the Asia Pacific Aviation Outlook Summit. In the speech she had a lot to say about mobile and a little to say about the ITA deal.

On the mobile web Hatton's advice was clear - if you do not have a mobile strategy including an app, then get one. She said (and confirmed via twitter) that "mobile searches on some search terms are higher than on PC for Google in Japan and Indonesia.". In some critical Asian markets half of the internet connections are via mobile. She conceded that iPhone was the largest platform but reminded the audience not to forget about Android. Google are claiming that they are "activating 160k android devices a day".

This has translated into consumers engaging in simultaneous consumption of media. True multi-media. Hatton quoted a Nielsen stat that 49% of Australians are online at the same time as they are watching television.

On the ITA deal she was more circumspect. In her defence, the ink is barely dry on the contract. While she would not say what Google intends to do with the product, she was very clear on Google's rationale for making the acquisition.

"because we believe the flight search experience is not good enough"

Understandably she would not be drawn on what the product would look like but did say that it would improve that qualified nature of click throughs to supplier and intermediary sites. Indicating that the likely pressure will be more on other meta search companies rather than OTAs.

As a side note. Later that day an industry insider told me that Google would not be able to bring the ITA functionality to Asia any time soon. They told me that that ITA product does not have the net fare connectivity to be competitive in air search in Asia.

BOOT in Hong Kong on Virgin Atlantic (Aug 2-6)

I am on the road next week in Hong Kong. Flying Virgin Altantic. Am on a very useful ticket with the day flight sector in premium economy and night return in Upper Class. New seat review coming soon. Let me know if there are any readers in Hong Kong interested in meeting up.