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November 14, 2006
The World Wide Web Of Travel
Just as consumers now trust blogs more than advertising or e-marketing, trends are also skewing toward greater trust in citizen journalism -- the electronic word of "people like you" -- than toward traditional editorial coverage in newspapers and TV. But how and why do consumers develop trust in an online travelogue or report or site? And consequently how do we as PR professionals adapt to ensure that the relevant information about our clients is reaching this new medium?
Part of our job is to monitor trends and understand them -- and part of that includes exploring the depth of travel- and tourism-related e-zines, blogs, etc. that consumers themselves explore. From personal experience, the process can be tedious and disconcerting. While some sites are clearly responsible in that they have first-hand reports of vacationing experiences, others are less obvious with information that is not relevant, limited or cloudy.
As a consumer, I revert to the more traditional sources to plan a holiday or explore feedback on my ideal future destinations. But as trends indicate, consumers are relying on these online sites to plan very deliberate vacations with hard-earned money. And with so many new travel sites popping up, how can we (as industry professionals and as consumers) keep track of them all? It's a challenge to get an idea of the depth of the sites in an undefined, almost limitless cyberspace.
It's interesting to think how the resources in travel industry will change and how consumers will gather information and ultimately plan a trip. As much as organized research reflects industry tendencies; informal, word-of-mouth-like feedback is invaluable to shaping (and more importantly, improving) the way we disseminate consumer-relevant information. Perhaps consumers who read this will be willing to share their insights and continue the discussion.
Posted by claire.woll at November 14, 2006 6:49 PM
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