Travellers are increasingly turning to their peers as a valued source of information, guidance and recommendation. User-generated content influences over US$10 billion a year in online travel sales, with consumers finding User-Generated Content (UGC) more credible than professional reviews or information from travel companies.  Websites where consumers can read travel journals and reviews of hotels, cruise ships and attractions written by fellow travellers are rapidly gaining popularity.

Travelling is an intensely social activity- it's all about getting out and interacting with the world- and with other travellers- so it is no surprise that travel has become an important part of Web 2.0 social networking culture. Travellers will increasingly turn online for advice, recommendations and contacts provided by their fellow travellers and social network contacts. User generated travel content, reviews and information- often provided directly from travellers during their trip is seen as vastly more credible, reliable and personal than content from a travel supplier or destination website. You will find more and more clients are reaching you via links provided by members of their social networks.

The effect of social networking is hugely increased through blogging and the use of tagging, both of which serve to enlarge the global community of users who are focused on a particular subject. The power of social networking is also getting recognition from advertising executives. While they still consider search engines to be very effective and, indeed, the most effective online medium, social networking comes through very strongly, particularly if online video and blogs are combined with it. Another aspect of social networking is the enormous growth in the use of video. This is particularly helpful to DMOs in their task of communicating the essence of their Destination remotely.

About 44% of US consumers will use social networking at least once a month in 2008, according to eMarketer. Although MySpace and Facebook will continue to dominate the market, changes are afoot that will extend social networking activities beyond a single destination site and into many other facets of the consumer Internet experience.

Profiles will eventually become portable, meaning consumers need only create one profile and be able to use it in many places on the Web. Small applications or “widgets” that today work with only one social networking destination site will be designed on an open platform, extending their reach. Activities such as online shopping, searching and even sending e-mail will be enhanced with social networking features. Social networking will remain a key online activity regardless of the individual performance of MySpace or Facebook.

You can see some travel related social networks in action here.
                          
Note: The information on this page is drawn from resources produced and used by E-Tourism Africa trainers Peter Varlow (TEAM Tourism) and Damian Cook. Please do not reproduce or publish this material without permission. This information is an overview of content from our Training Seminars. If you'd like learn more about this topic, attend one of our events and join the E-Tourism Seminars.