Consumers Creating Their Own Content in Travel

Travel 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.

To register visit:

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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