Executive Summary (This is a document excerpt)

RSS gives travel companies a variety of nuanced ways to deliver content to consumers, business partners, and employees. Not every application of RSS will revolutionize travel, but its ability to support personalized travel search, super-empower travel agents, and facilitate more intimate customer service will make it relevant to the industry. Travel companies must embark on the road to smart RSS strategies now, with the caveat that, in the near term, it's more important to test and learn about RSS than to create a fixed strategy for its use.

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