Question for the
Travel Industry:
Change is Happening. 
Will you Help Drive It?
Or Sit in the Back, Wondering
Where You are Going?


Why Structured Data is Important
Enables Access to "The Deep Web"
Evolution of the Web
Three Types of Deep Web Search:
Vertical Search
Queries Databases that Sit Behind Websites

Semantic Search
Understands Searcher Intent & Contextual Meaning

Product Search
Product Features, Attributes & Relationships

Foundation of the Semantic Web
RDF - Resource Description Framework
      Describes, captures knowledge & defines relationships
      Uses MetaData to define semantic web relationships 

RDF Triplet Example: 
      Subject – Open Travel Forum
      Property – Presenter 
      Object – Robert Cole
RDFa - Human & Machine Readable
XHTML attribute extensions for embedding rich
      metadata in web documents
RDFS (RDF Schema)
      Describes properties & classes of RDF’s

SPARQL
      Query language for RDF
      Enables queries across diverse data sources

OWL (Web Ontology Language)
      Vocabulary describes characteristics of RDF properties
      relationships between RDF classes
Foundation of the Semantic Web
Structured Data = Linked Data
Tim Berners-Lee (W3C) Defined Four Essential Principles
Source: W3C
W3C Linking of Open Data Cloud:
13.1 Billion RDF Triples & 142 Million RDF Links
Structured & Linked Data
Two Types of Search Queries:
Exploratory:
Information About a Topic
References a Source to Locate Data
Examples: Google / Bing / Yahoo

Factual:
Computational Knowledge
Provides Actionable Information
Example: Wolfram|Alpha 

Goal: More Relevant Search
What is a Jaguar?
Are You Sure?
Search
Product Search
Apple
iTravel
Google
Places

(+ ITA?)
Facebook
Open
Graph
Lonely
Planet
Free
Guides
Who Thinks Structured Data is Important?
And that was only last week...
Benefits
Publisher Independence – Site Owned Standard
Data Reuse – Data not Duplicated
Self Containment – HTML & RDF Separated
Schema Modularity – Attributes are Reusable
Evolvability – Additional Fields may be Added
Transition from a
Web of Documents
to a
Web of Data
Use URIs to Identify Things

Use HTTP URIs so Things can be Referenced

Provide Structured Description Using Metadata

Include Links to Other, Related URIs in Exposed Data
Applications
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Enables Highly Personalized Search Experiences
Breaks Down the
Web of Documents
into a
Web of Data
Linked Data is Important
Personalization Requires Context
Multiple Traveler Personas Drive Decision Process
Business Trip (Other People's Money)
       Convenient Location / Preferred Supplier / HQ Hotel

Romantic Getaway
       Best Service / Most Memorable Experience

Family Vacation
       Kid Friendly Activities / Recreational Options
Travel Decisions are Complicated
 
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Providing Personalization, Relevance & Convenience Creates Trust