Fresh off his Golden Globes controversy, British comedian Ricky Gervais’ latest project has hit US television. An Idiot Abroad is a travel show for non-travelers, featuring radio producer and comedy savant Karl Pilkington visiting the seven wonders of the world. If you’ve seen HBO’s animated podcast The Ricky Gervais show, you’re already familiar with Pilkington’s moronic and occasionally brilliant insights. After expressing little interest in global travel, Gervais and his comedy partner Steven Merchant decided to send Karl around the world (Merchant hopes to expand his horizons, Gervais just sees it as an elaborate practical joke).
In the first episode, Karl travels to China and expresses bafflement with Chinese street food, toilets, and even the Great Wall. The show’s funniest moments come when he experiences moments of culture shock and weirdness common to even the most seasoned travelers. I’d love to see Karl’s take on general travel problems – airport security, flying, and getting lost – as well as more of his interactions with local people around the world. He seems curious and open to the world, and has written a companion book for the series, which will culminate in an eighth episode with his thoughts and impressions about his travels.
An Idiot Abroad airs Saturdays at 10pm on the Science Channel and is available for download on iTunes. The next episode takes Karl to India to see the Taj Mahal.
She might not have been the biggest name on the show, but former Baywatch actress Donna D’Errico seems to think someone remembers her. She believes she was singled out by the TSA for a full body scan because of … well … her body. She was the Playboy centerfold once upon a time, after all.
According to SlateV, D’Errico is “outraged” over this and follows Khloe Kardashian‘s televised comparison of her TSA pat-down to a public rape.
The TSA, observes SlateV, “is damned either way.”
So, what would D’Errico have rather had? She seems to like the hands-on approach and would have preferred a pat-down.
Online travel agencies have had a solid run over the past two years. They picked up some market share as would-be travelers were willing to poke around a little more to score cheap tickets. High rates of unemployment and under-employment and general economic uncertainty, of course, were enough to make consumers value every dollar a little more. This opened an opportunity for online travel agencies to advance in the marketplace, and chip away at the dominance of their suppliers (i.e., the airlines) on the web.
Yet, the market is turning. Next year is expected to be a strong one for the air travel industry relative to 2010, and 2010 was a vast improvement over 2009. For online travel agencies, this provides some benefit as a rising tide, but it’s likely to favor their suppliers, as customers are more likely to go with what they know over putting in some effort to find the largest discounts.
Online travel agencies will have to overcome this tendency by investing smartly and substantially in their own brands. This is what we’re seeing in the latest move by CheapOair, the one of the 10 largest online travel agencies in the sector, in its recent announcement of a marketing mix change, which teases a broader strategic shift given changing market conditions.
A Changing Travel Market
From 2008 to 2010, online travel agencies were able to chip away at the online market share of their suppliers, reducing the suppliers from owning 62 percent of the online business in 2008 to 59 percent in 2010, according to travel industry research firm PhoCusWright. Bargain hunters drove the market, which eroded the importance of brand loyalty.
From 2009 to 2010, PhoCusWright notes a “strong countercyclical performance for the OTA category.” In 2009, sales fell only 1 percent for the sector, compared to 5 percent for the total online leisure/unmanaged business travel market. And, online travel agencies have posted double-digit gains in 2010.
Stronger industry conditions, however, are better for the suppliers, and PhoCusWright observes, “With the rebound continuing, supplier websites will likely regain momentum as the OTA fight to hold on to their share gains.”
In regards to the actual travel experience, ostensibly, the airline’s brand matters most. When a passenger books through an online travel agency, the brand associated with the transaction lasts for a few minutes – or a few hours, depending on the diligence of the buyer’s search. Meanwhile, interaction with the airline’s brand starts during the search for a ticket, persists through the flight and ends sometime after the passenger hops into a town car to get to his ultimate destination. To register in the customer consciousness, online travel agencies need to develop the sort of presences that will keep them top of mind.
This runs counter to the traditional online customer acquisition models associated with the online travel agency business, which involve a combination of search engine optimization, online ads, affiliate programs and social media. These are transaction-oriented tactics, which speak directly to the brand-barrenness of big discounting.
More Than the Transaction
The largest online travel agencies have already moved past transaction myopia: everybody knows the Travelocity gnome, Priceline‘s William Shatner and the likes of “Cooper” from Expedia. For all but the top players, however, investments in mass media brand development (such as television) have generally been eschewed in favor of what’s been known to work. Speaking at Business Insider’s IGNITION conference last week, Buddy Media CEO Michael Lazerow noted that Travelocity grew to $4 billion in revenue through online means before it moved to television to get to the next level.
Yet, for the online travel agency sector to hold its ground – and even grow – in 2011, brand has to matter more, and this means casting a wider media net. This, plus the size of CheapOair relative to its competitors, is what caught my attention about its recent media diversification. The company is launching its first television ad campaign, “Get More for Less,” in an aggressive move to get out in front of the imminent online travel market shift.
The move to television is an aggressive one, and it comes a bit ahead of “schedule” for CheapOair, if you use the Travelocity number as a reference point. Expedia pulled in close to $3 billion in revenue last year, for example, and Priceline at $2.3 billion. Travelong/CheapOair generated $825 million in revenue in 2009 and has grown at a year-over-year rate of 45 percent this year, resulting in forecasted 2010 revenues of $1.2 billion.
The company’s CEO, Sam Jain, says, “TV is a new strategy for CheapOair and as we head into our 6th year we believe this is the right time to expand our marketing efforts. TV is a natural evolution from our current digital marketing and will help build awareness among a larger audience and introduce more people to the brand.” The countercyclical tendencies of the online travel agency market relative to travel as a whole reinforce this point.
Pointing to the potential for a virtuous cycle, CheapOair’s Sr. Vice President of Strategic Partnerships, Bill Miller, adds, “This new TV campaign should draw in more customers for us which in turn will bring more value to our supplier partners. Our suppliers — airlines, hotels, car rentals —- want valuable and efficient distribution partners. I believe we are all that and more and this TV campaign is just another example of how we can extend our marketing reach on the behalf of our supplier partners.”
Fashion versus Reality
It’s been fashionable among the digerati to claim the death of other forms of media, and I’m as guilty as the rest. But, the reality is that SEO and online ads (a la Google’s pay-per-click model) are becoming increasingly crowded and competitive. Since they are focused on the transaction rather than the brand, they don’t provide for a relationship with the customer that results in a gradual reduction in cost per revenue over time. It’s strictly “pay by the drink,” and that can get pricey.
With the travel market starting to tip in favor of the travel suppliers over the online travel agencies, the costs associated with traditional online marketing will become even higher, as brand brings customers back to the suppliers and online travel agencies chase a shrinking share of bargain hunters. For online travel agencies to compete effectively, they have to make their own investments in branding – a commitment that lacks the predictability of other forms of marketing.
Strangely, television may become the key to winning on the web in the travel industry in 2011. A better market translates to the amplification of the importance of brand, and commercials are still a critical aspect of this in the consumer world.
A battle of the brands is about to break out. The good news is that it’s for your benefit … and you’ll get to watch it on TV!
The best part of long-distance hikes is seeing the world get bigger.
We spend so much time in cars, planes, and trains that the miles go by in the blink of an eye. Subtle changes in topography and flora aren’t noticed, and little corners of beauty are passed by undiscovered. Walk, and you see the world as it really is.
It’s my third day on the East Highland Way and I’m deep in the Scottish countryside now. The town of Ft. William is far behind (although still only an hour’s drive) and the rare villages now have barely more than a dozen houses. For hours I don’t see a soul.
Heading out from Tulloch I enter a forest. This, like so many woods in Scotland, is managed for logging. Rows of slim fir trees alternate with cut areas where tiny saplings have been planted to make the next crop. It’s a slow process, and not once does the roar of a chainsaw or the crash of a falling tree disturb my peace. After a few miles I come to Loch Laggan, the first sizable loch I’ve come across at seven miles long. The glassy water, unrippled by a single boat, reflects the hills beyond. All is quiet. I sit down to have lunch and enjoy the view.
There the peace ends, courtesy of an army of midges. These little insects are as annoying as they are persistent. They’re like miniature mosquitoes with more intelligence. First one flies around my head. While I swat it away, another sucks blood from my neck. The signal goes out, and within a minute there’s a hundred all around me. I wipe off my arms, neck, and face and my hands become smeared with mashed midges. Time to move. The strange thing about midges is that if you’re moving they have a hard time keeping up, but woe betide the hiker who gets caught while sitting peacefully by a loch. I finish my lunch on the go.
%Gallery-100127%Continuing along the southern shore of Loch Laggan I spot the spires of a Disney-style castle poking above the greenery. I’ve come to Ardverikie House, a stately home built in 1870 that recently gained fame as the setting for the BBC series Monarch of the Glen. I don’t own a TV, so I’d never even heard of this hugely popular show until I came to this part of the country. Now I sometimes feel like I hear of nothing else. The estate has become a pilgrimage site for fans, and locals tell me that people even peer through the windows and knock on the door. I can understand why there are Private Property signs everywhere.
Sadly, this means I can’t see the wonder of Loch Laggan, the ruins of a castle on a tiny island. The wooded, rough shores block the view from everywhere except the estate. Luckily there will be no shortage of castles on this hike.
I have another problem. The lone accommodation in this area, a B&B in the village of Feagour, has recently shut down. It’s 17 miles from Tulloch to Feagour, and the next place to stay is in Laggan, another five miles. I can walk 22 miles, but somewhere between 17 and 22 miles it stops being fun. So I’ve arranged for the folks at The Rumblie B&B in Laggan to pick me up at Feagour. Lazy? Sort of, but I don’t have anything to prove to anybody.
They’re meeting me at a waterfall on the River Pattack near Feagour. I arrive early (having, ahem, walked 17 miles in an hour less than I thought I would) so I have plenty of time to admire the falls. The fast-flowing river has cut a narrow gorge through the rock. The water, brown from the peat upstream, rushes down it. I scramble up the rocks to get a better view and to my surprise discover a wooden platform and railing, plus a path down to a parking lot on the other side. This rugged view of nature has been made safe for those who want to appreciate nature without actually being in it. Nothing can spoil the beauty of the falls, however.
Right on time a car pulls up and I’m whisked off to Laggan, a booming metropolis with two shops, a school, a public telephone, and some houses. I arrive at The Rumblie to a hero’s welcome. A Spanish couple is staying there who don’t speak any English. Their poor 14 year-old daughter has been doing all the translation on their vacation, using her high school English to book hotels and rent cars from people with heavy Scottish accents. The owner of the B&B knows I live in Spain and told the family that help is on the way. As soon as I get there the kid heaves a sigh of relief, all English stops, and I become translator for the evening to give her a well-deserved break. You never know when a foreign language will come in handy!
Next to The Rumblie is the Laggan community center, and I hear there’s a céilidth on tonight. A céilidth (pronounced “Kay-Lee”) is a traditional gathering to perform folk dances and sing songs. I’m exhausted from a long hike and two beers, but I can’t pass this up. I find the céilidth in full swing. Locals of all ages are gathered around tables in a long hall with a stage at one end. Old photos and children’s drawings about farm safety adorn the walls. A slim young woman is dancing to the accompaniment of a fiddle. I grab a beer and sit down. Everyone seems to know everyone else and the common greeting is, “What are you performing tonight?”. Not “are you performing” but “what are you performing”. Singers perform a series of Gaelic songs before a man with an accordion gets everyone out on the dance floor. I know nothing about the history of dance, but I think I’ve discovered where square dancing comes from. Scottish dances involves the whole crowd dancing together, making lines and circles and moving with each other in complicated patterns.
Then comes the next surprise. A crowd of Spanish and German teenagers come in, volunteers from a local farm where they do manual labor in exchange for learning English. Ironically the Spanish press reported a couple of weeks ago that farmers in Spain can’t find Spaniards to help out in the fields, despite a good wage and an unemployment rate of 20 percent. Instead the farmers have to hire Africans on temporary work visas. Good deal for the Africans, because they need and deserve the money more, but it’s weird to see these Spanish kids working for free in the Highlands when they could be making 1,000 euros ($1,271) a month back home.
Hey, if they stayed home they wouldn’t be seeing this! Every one of them seems to have acquired a local boyfriend or girlfriend and soon they’re doing the dances like they were born here.
It’s getting late and my eyes are getting heavy. As an old woman mounts the stage I stumble to my bed next door. I fall asleep to the lilting sound of her clear, strong voice singing in Gaelic.
Don’t forget to read the rest of my series on the East Highland Way.
Coming up next: Prehistoric forts and empty wilderness!
Bald-headed and brazen, Andrew Zimmern takes culinary risk-taking to new heights on his Travel Channel show, Bizarre Foods with Andrew Zimmern. Zimmern has traveled the streets of Nicaragua to the state fairs of Minnesota to find the craziest edibles on earth. We cringe when we see him chowing down on iguana eggs, reindeer pizza and pig stomach tacos — but he does it with such zeal that we keep tuning in. With the show’s fourth season premiering on April 26, it’s a great time to revisit some of Andrew’s strangest meals. Put down that sandwich and check out these eight clips below.
Squirrel Brains
When Zimmern visited Appalachia, he knew he was in for some down-home oddities. But at a restaurant as fancy as Ember in Snowshoe, West Virginia, the ultimate comfort food is chicken-fried squirrel.
Live Soup
In South Korea, Zimmern digs into a soup that wiggles until the last second. Talk about fresh!
Cow Urine
That’s right, cow urine. This short and, well, not-so-sweet clip shows Zimmern knocking back a glass of the stuff in Goa.
Spleen Sandwich
When you think Italian, you think spaghetti and meatballs — but probably not Spleen. But in Sicily, Zimmern sprinkles his spleen sandwich with cheese.
Baby Piglet
This clip from a Los Angeles restaurant might make you go vegetarian. Zimmern raves about the taste, but all we can see is a whole cooked piglet on the table.
Fish Eye
No cooking necessary when Zimmern visits Samoa. Just tear the fish’s eye from the socket, and enjoy.
Shark Meat
In Iceland, taking a bite out of Jaws is nothing new. Zimmern says the meat “smells like ammonia,” but tastes “sweet” and “nutty.”
Mystery Meat
Sometimes, the fear of the unknown can be worse than eating the strangest dish. Despite the “putrid, foul stench” Zimmern notes while eating “K’Lia” in Morocco, he still suffers through.
Looking for more Andrew Zimmern and Bizarre Foods on Gadling? Check out interviews with Andrew HERE and HERE.