Trip Advisor’s compilation of the best 25 hotels in the world is a example of effective, succinct curation. According to Bhargava (2011, cited in), effective content curation involves ‘sharing the best and most relevant content on a specific issue’.
Trip advisor has achieved this by using reviews from its customers that accompany illustrations to add value to the piece (Bradshaw 2013). This is an effective strategy as readers can relate to these reviews; they are real reviews from people who have experienced the hotels.
CNT’s collection of gold standard hotels is very informative. Gaasterland (2011) acknowledges that good curation involves using only the most specific and best information.
CNT has provided a walk-through description of each hotel; they provide information on aspects of the hotel that the reader would be interested in knowing – the food, the grounds, what activities are available etc.
The website accompanies limited visual aid to the hotel information. This results in the reader having to be directed elsewhere from the site to view the hotel in more depth.
Both of these websites are targeted at an audience for an intended purpose – to provide them with information on the best hotels for 2015 (Ames 2015). Although very similar in target audience and intended purpose, both are very different in design.
Trip Advisor’s website is very clean, well set out and easy to read. Each hotel is promoted succinctly; each section provides 4 images and a short quote taken from customer reviews from the original hotel page.
CNT’s website is condensed to the point of clutter; each section on the featured hotel is one large paragraph. Although this paragraph is very informative, it is difficult to read and could deter the reader due to overwhelming information.
CNT provides direct links to the featured hotel’s website. The website provides an overview of the hotel and then redirects the reader elsewhere. This could disruption could be annoying to the consumer as they then have to navigate another website.
Reflection: Reviewing both of these websites was quite enjoyable and appealed to the wanderlust in me. It’s very interesting to see how two websites with the same intended audience and purpose can vary so greatly in design.
If I was to (and I’m sure I will) recommend, or choose a website for personal use, Trip Advisor would be my selection. This is mostly due to previous experience with the company and the easy to navigate website. Content curation was a foreign concept to me, but now I have a better understanding thanks to the internet and links provided in this week’s learning material.
Ames, K 2015, COMM11007 Week 9 – Content Generation vs Content Collaboration, Central Queensland University, Mackay.
Bradsaw, P 2013, ‘Journalism *is* curation: tips on curation tools and techniques‘, viewed on 17 September 2015, http://onlinejournalismblog.com/2013/09/30/curation-tools-tips-advice-journalism/
Condé Nast Traveller (CNT) 2015, Gold Standard Hotels 2015, viewed on 17 September 2015, http://www.cntraveller.com/awards/the-gold-list/gold-standard-hotels-2015/viewall
Gaasterland, M 2011, ‘What is Content Curation? And how it’s useful to you and your network‘, viewed on 17 September 2015, http://www.michielgaasterland.com/content-marketing/what-is-content-curation-and-how-it%E2%80%99s-useful-to-you-and-your-network/
Percolate 2012, What is curation?, video, viewed on 17 September 2015, https://vimeo.com/38524181
Trip Advisor 2015, ‘Top 25 Hotels – World‘, viewed on 17 September 2015, http://www.tripadvisor.com.au/TravelersChoice-Hotels-g1