Travel companies told to focus on next generation of web users

Travel companies must engage more with the next generation of web users if they are to grow their sales.

Bournemouth University established chairman in tourism Professor Dimitrios Buhalis said companies are still not fully engaging with the emergence of Web 2.0, which sees internet users generate content, often in the form of reviews.

Speaking at the Tourism Future debate at World Travel Market, he added: "We need some power to engage the power of the people and see how to engage with blogs and forums."

Director of the Austrian National Tourist Office in London Oscar Hinteregger agreed that engaging consumers via social media would help drive business.

He added that destinations must look beyond focusing purely on the experiences they offer customers and push the inspirational message across, while adding travel businesses should not be afraid of going into partnership with goverments to market destinations.

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