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For eBusiness & Channel Strategy Professionals

How Travel eBusiness Can Engage Conversationalists, The New Social Media Group

July 28, 2010

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  • By Henry H. Harteveldt
  • with Patti Freeman Evans,
  • Elizabeth Stark,
  • Benjamin Zeidler

Why Read This Report

From 2008 to 2010, 26.3 million more US online leisure travelers began using social media. Members of the group that travel eBusiness professionals need to pay attention to for their social commerce potential are the 53.8 million US online leisure travelers who are Conversationalists — travelers who participate in the social media conversation at least weekly on sites like Twitter, Facebook, and LinkedIn. Members of this youthful, mobile-focused audience have the potential to drive sales thanks to their vocal nature, influence, and high engagement with online travel activities. Two of the five steps that travel eBusiness professionals need to take to capture leisure travel Conversationalists' business include adding a booking engine to their social network fan pages and incorporating ratings and reviews into their sites.

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  • More US Leisure Travelers Participate In Social Media In 2010 Than 2008
  • Creators And Critics Stagnate Among Travelers, While Joiners And Spectators Grow
  • Most Travelers Regularly Visit Social Networking Sites
  • Leisure Conversationalists Are Younger And More Tech-Engaged Than Average Travelers
  • Entertainment-Motivated Consumers Dominate Leisure Travel Conversationalists

Table of Contents

  • In 2010, 25 Million More US Leisure Travelers Use Social Media Than In 2008
  • Nearly 54 Million US Online Leisure Travelers Are Conversationalists

  • Five Actions Travel eBusiness Can Take To Engage Conversationalists
  • Supplemental Material
  • Related Research Documents