April 30, 2007

How Social Computing Changes The Way You Sell Travel

Online Travel Will Shift From Passive Selling To Active Engagement

by Sarah Rotman Epps

with Henry H. Harteveldt, Brendan McGowan

Executive Summary (This is a document excerpt)

Advances in Social Computing — the collection of technologies enabled by cheap peer-to-peer connections, such as blogs, wikis, and social networks — are changing the way you sell travel. As travelers forge connections and share information with like-minded travelers online, their needs and expectations are changing. They want more relevance and more perfect information, and travel marketing and distribution professionals will need to deliver. Social Computing will catalyze and aid a shift in online travel from passive selling to active customer engagement, which will affect every aspect of the way you distribute and market your products.

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