Applying Web 2.0 To The Travel Industry: Engaging Your Key Consumers Through The Emergence Of Social Media And Social Communities

Understanding, engaging and motivating consumers has always been at the heart of marketing initiatives. Today, the consumer is in the driver’s seat like never before and technology can help facilitate the conversation. As BusinessWeek recently reported in its story entitled, It’s A Whole New Web, “It's no longer all about idly surfing and passively reading, listening, or watching.