Is US price comparison site Cheapflights.com doing what folks have long speculated metasearch sites would do, and making a big commitment to content? Specifically, community user-generated content?
Well, in as far as that it has set up its Flights and Travel Forum at all, yes.
But the news that it is using Ning hints at toes being dipped in the water (not that this is a criticism, since the usefulness of social networking in a metasearch context is unproven).
Ning's core network-building service is free. It then offers premium services for a monthly fee. By the looks of it Cheapflights.com has bought:
- Ad control ($19.95pcm)
- Removal of Ning's promotional links ($7.95pcm)
It seems to have left the custom URL option - $4.95pcm, plus the yearly cost of hiring a domain - on the shelf, sticking with the ungainly cheapflights.ning.com.
Based on that, we can speculate that the service itself is costing Cheapflights.com $334.80 a year.
Presumably there will have been a one-off design cost, plus ongoing resource costs associated with site monitoring, and we can't speculate about those; but my impression is that Cheapflights.com sees in Ning a low-cost way to try out UGC.
A few questions strike me:
- If this is successful, will Cheapflights.com look for a more sophisticated platform, such as Offexploring's white label product, which I recently profiled in Travolution?
- Given that it has no inventory of its own to integrate with the network, would there be any call for it to spend money on a more powerful tool than Ning?
- Will Cheapflights.co.uk develop a network of its own?