August 25, 2005

Emotive Networks Find A Role In Travel

by Henry H. Harteveldt

with Carrie Johnson, Sean Meyer

Executive Summary (This is a document excerpt)

Travelers use numerous consumer-generated media (CGM) such as discussion boards, blogs, and user reviews to guide trip planning and purchase decisions. The result: More than 27% of US online leisure travelers and 30% of business travelers belong to Emotive Networks — interconnected groups of consumers engaged in communication and support. Travelers in Emotive Networks tend to be younger and more technologically focused than other travelers — an appealing audience. But Emotive Networks are problematic for travel marketers, as brands no longer control their message. Fortunately, travelers in Emotive Networks are open to advertising, and several ways exist for travel firms to engage these travelers.

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