As I look at the evolution of travel, we are at the leading edge of what I would call Travel 3.0. Travel 1.0 was about the travel professionals and travel experts telling us about the great things to see and do.
Travel 1.0
Travel - 1.0
This was the travel agents (off- and later online), travel media, guidebooks etc. It was a time of trusted brands (National Geographic, Lonely Planet, Four Seasons, Thomas Cook, Virgin Holidays etc.). With the exception of some friends and family advice, travellers took counsel from experts and planned their travel accordingly.
Hence the world of travel information up to around 2005 looked very much like the image seen above right.
Travel 2.0
Travel 2.0 (which coincided with Web 2.0), was (and still is) about travellers telling everyone about their travel experiences. This has caused major trauma for the travel industry, as brands are (largely) replaced by or created around traveller feedback, and push-marketing is replaced by social networks. The new big names in travel information are the likes of Tripadvisor and Lonely Planet’s Thorn Tree.
From 2005 until very recently, the world of travel information became like this the image seen above left.
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