User-generated content (UGC) is increasingly influential among consumers seeking to book a holiday online, a new report has revealed.
A study published by JupiterResearch has suggested that the rise of citizen advocates and critics resulting from Web 2.0 is reducing marketers’ level of control.
President of the firm David Schatsky recommended that marketers for online travel agents develop their understanding of the power of social networks, blogs and other aspects of Web 2.0.
He argued that the marketing environment has become increasingly challenging for those within the travel sector as a result of UGC.
The report’s author Diane Clarkson, an online travel analyst, commented: "The online travel space is becoming increasingly competitive and fragmented, and the influence of user-generated content means marketers have less control over their brands."
Last year, JupiterResearch suggested that, while influential brand advocates engage with social media marketing, they prefer more traditional research.
Mr Schatsky urged marketers to employ targeted content to attract such potential citizen marketers.
