Social media signals the beginnings of an important new trend that travel marketers are monitoring very carefully, as more and more consumers are stepping away from being passive observers of marketing information and rather are becoming active, selective participants in only the conversations they want to have. The Bureau of Labor Statistics defines a travel agent as someone who helps “travelers sort through vast amounts of information to help them make the best possible travel arrangements.” While this definition only scratches the surface, it is true that in the digital era, it is increasingly important for agents to find a way to cut through nearly infinite amounts of content to pinpoint the most relevant details for their clients.

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