Consumers Creating Their Own Content in Travel
Written by Greg Saks (contact - e-mail) -- April 13th, 2007 | Share - Save - E-mailTravel is the largest category of eCommerce there is, and consumers are taking it into their own hands… and voices. Consumer-Generated-Content already influences $10 Billion a year in online travel purchases. Among the early innovators in taking advantage of this trend are Sheraton Hotels, Southwest Airlines, and TripAdvisor.
Sheraton transformed its website into a social platform, pushing aside standard hotel booking functionality in favor of creating a “Global Neighborhood.” Southwest launched a promotion to involve its customers in the marketing of its brand, with a contest for creating the best “Wanna Get Away” commercial. TripAdvisor has become the single largest source of consumer-generated travel reviews online, with over 5 million consumers sharing in an ongoing dialogue.
Want to learn what’s working and what’s not?
Sign up for a FREE web presentation from Compete’s travel industry team, taking place this coming Monday, April 16th at 2:00 Eastern. A comprehensive report will be distributed to registrants for use during this 1-hour session.
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The event is being sponsored by the folks at the Travel Research Bureau. They publish a great industry publication that Compete’s travel team subscribes to. Be sure to check them out, and thank them for helping to give you access to Monday’s research for free.
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April 13th, 2007 at 12:45 pm
I am surprised the Starwood (Sheraton’s parent company) hasn’t launched the Global Neighborhood concept with their uber popular W brand. As I frequent these hotels, I will most certainly try to offer my stories to them (I met my fiancee at one of their hotels;-0)
April 13th, 2007 at 1:18 pm
Starwood has kept their chains branded pretty distinctively from one another. They just had a management shakeup though, so anything could happen…
July 7th, 2007 at 5:06 am
Southwest has done a great job with online marketing I see their ads in many high traffic sites and they seem to be doing well while other airlines are not. Just goes to show that online marketing does work. I fly out on Southwest to Philadelphia on Thursday and bought online from one of thier ads.
Mary
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