Consumers find power in numbers on group vacations
		FriendFeed brings social nets to a single spot

Game’s not over: Videogame keeps BA exec on the hot seat

Online shoppers benefiting from tech renaissance

Sneaker vending machine gives new meaning to street style

See the world without hurting it with the Green Passport

Consumers find power in numbers on group vacations

Pack travel is the new way to pack it all in. Eager to unwind but tied down by stricter-than-ever travel budgets, consumers are planning their way to leisureland with online tools that enable them to get friends and family up and out of town together. Groups 15 to 19 strong are expected to spend $18.9 billion on hotels, airfares and car rentals this year—a 23.5% increase over 2005, according to a PhoCusWright study. Consumers are already comfortable booking online individually and are accustomed to keying in their preferences; though traveling in a group, each member wants to be heard, making the online space ideal for personalizing group outings around unique ideas, needs and concerns. The PhoCusWright study projects that from 2005 to 2008, group bookings online will climb 82.1% to $7.1 billion.

Online search functions enable groups to get exactly the trip they want at the best price. Dynamic price-watching sites give group leaders the control to act as agent. Think: GroupAbout, TripHub, Kayak, Farecast, GroupTravelPlanet and Groople, which provide easy online bookings and access to group packages and rates. It’s also all about maximizing the time together; consumers are leveraging booking tools and wikis that facilitate planning as part of the shared experience. Password-protected pages can store a working itinerary, a forum on what to do and even photos, making it easy to plan together without a string of 42 emails. Examples: Groopvine, Triporama. The big online agencies are just starting to get onboard; Travelocity links with Groople for reservations of five or more hotel rooms, and they bought MeetMeIn for easy reservations with two departure cities. Orbitz recently partnered with TripHub to give the low-fare generator some groupie status. The sites allow packmates to reserve together but pay individually. Groups are also hosted online with personalized websites that allow them to plan pre-arrival. Hilton offers e-Events for groups of 5 to 25, and Carnival Cruise Lines' Carnival Connections enables travelers to log on from wherever and dream together about trips at sea. ISM sees a formula for success that focuses on values like connection, sharing, family and simplicity. Adding time, thrift and convenience (“Hello online planning!”) to the mix makes it more likely that a group business will come your way.

From profile updates and pokes in Facebook to tweets on Twitter, it’s exhausting for consumers to keep up their busy online lives. FriendFeed hopes to make it easier by aggregating all of these online relationships in one place. FriendFeed pulls together nearly every online network into one simple RSS feed. Facebook? Check. Blogs? Got ‘em. Flickr and Netflix and Last.fm? They’re all there too. The service also has a search feature for seeking out individuals by screen name or service; the ability to comment directly on profiles or post through FriendFeed means that website hoppers can stay put. With consumers spending more time and energy keeping up online profiles, it’s not surprising to see companies offering services that help them bring it all together. It’s about simplicity, access and convergence—and ISM says that consumers are demanding all three. The key to snagging loyal users will be clear communication about security and functionality to ensure that all the promised features work across the various websites. Once those are in place, time-crunched consumers should find FriendFeed a friend indeed.

Within hours of British Airways’ disastrous Terminal 5 debut, snickering gamers could see if computerized Wee Willie Walsh, BA’s beleaguered boss, could do better at getting luggage on the conveyor belt than the real sod. The viral Donkey Kong-like game, called Terminal Panic (t-enterprise.co.uk/flashgame/playgame.aspx?id=willie), poked fun at the monumental luggage snafus BA experienced in its first days of operation in the terminal. One of the few things that worked perfectly in Heathrow’s Terminal 5 was the WiFi, so delayed passengers could play within sight of the real, scurrying Mr. Walsh. In today’s wired world, ISM says you’ve got to get it right or your failures are apt to be spread virally, often with snarky humor.

Today’s e-shoppers are putting pressure on e-tailers to refine their visualization tools and amp the webstore experience. Not long ago, enhanced visualization tools meant (and, for many websites, still mean) giving the shopper a few extra shots of the product and a pixelated close-up. But today’s technology allows 3-D and 2-D tools like avatars and drag-’n’-drop to be used to torque online buying. Online clothing shoppers face the particularly precarious task of choosing garments modeled by invisible or idealistically sized models; selecting the right fit becomes a game of chance. To put the odds back in clotheshorses’ favor, e-tailers like H&M, Lands’ End, Sears and Adidas are using My Virtual Model’s 3-D fitting room application. Users configure intricate avatar details like body shape, height, weight and facial features. The doppelgänger then poses in the retailer’s clothing and accessories. The virtual ensembles can be emailed to friends or posted on the user’s website or blog. Other sites are providing action sans avatars. Saks Fifth Avenue recently put models and their outfits into motion with an online video catalog. At KnickerPicker.com, three diversely sized women sashay to provide a better look at lingerie.

DIY home decorators can improve their view, too. U.K. site MyDeco.com lets self-styled decorators furnish 3-D rooms with products from stores like The Conran Shop, IKEA and Dwell. For easy purchasing, mydeco links each item to the retailer’s website. Even today, many brands struggle with disjointed e-store and in-store experiences. ISM believes that enhanced visualization tools create an opportunity for more fluid brand touchpoints through an online experience that’s informative and interactive. Many consumers are weary of the way items are represented online, causing some to opt for in-store purchases. Comprehensive and interactive visualization tools are a promising counteracting weapon because they empower. 2-D and 3-D tools provide a way to get the consumer engaged. Whether it’s dressing up a virtual villa or testing a mobile phone, e-shoppers will be inspired to spend more time with the brand and products. The current economic situation has made “savings” a consumer demand. But it’s not just about saving money—they also want to save time.

Japanese sports apparel brand Onitsuka Tiger’s sneaker vending machine is bringing super-fast fashion to London streets. It’s currently more promo piece than permanent fixture and will spend three days outside the brand’s London store before touring other U.K. spots. The machine is dispensing free unisex-style kicks in six sizes, but sneakerheads must use a token from the shop. Consumers need to choose carefully, as the machine’s trainers are nonrefundable and non-exchangeable. For time-starved consumers who know exactly what they want, vending machines offer a convenient solution for purchasing uncomplicated items. For fast-fashion retailers, vending machines of basic items like T-shirts, undies, cosmetics or jewelry can provide a novel way to connect with shoppers.

As environmental awareness hits the mainstream, tourists looking for a greenie good time now have easy access to travel information that will help them make a difference. The Green Passport website, created by the U.N. Environmental Programme, dispenses travel hints and advice with an eye toward lowering the impact on the world around you. The site’s info ranges from how to choose an eco-friendly destination to sustainable packing tips (e.g., use natural soaps, remove all plastic wrapping) and suggestions on where to stay and what to eat. Vacationers are encouraged to keep their vacation mode alive with myriad sustainable things to do post-trip. As more travelers realize the impact all those flights and hotel rooms have on the planet, a mindful approach appeals to people who want more out of their travels than just stamps on their passport. ISM senses that tourists don’t want to be greenwashed by corporations touting their earth-friendly bona fides; they want unbiased information that will actually help them make a difference while getting more out of their hard-earned vacation.

© 2007 ISM and Iconoculture, Inc. All rights reserved.
Published monthly by ISM in partnership with Iconoculture.