October 23, 2006

Travelers Embrace Social Computing Technologies

Guidelines For Travel eCommerce And Marketing Executives And Managers

by Henry H. Harteveldt

with Carrie Johnson, Sarah Rotman Epps, Brian Tesch

Executive Summary (This is a document excerpt)

In the past year, US online leisure travelers' use of Social Computing technologies such as blogs, RSS, and user reviews for researching travel has skyrocketed. Attention travel eBusiness and marketing executives and managers: Social Computing must play some role in your online strategy, even if all you do is monitor what travelers say about your brands on third-party forums. Those implementing Social Computing technologies on their own Web sites need to view it as primarily supporting business goals like improving customer communication or increasing engagement, and less as a sales or customer service tool.

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