Abstract
Web 2.0 technology has shifted the concept of ' Holidays on the Internet' beyond a mere marketplace for cheap deals. User generated content from both individuals and corporations has increased enormously and has changed the way consumers review and research holidays online. This has already started to impact on the way holidays are marketed and sold and questions the longer-term need for print materials such as brochures and travel guides. This report looks at the impact of Web 2.0 on the holiday market and aims to highlight the implications it has for providers.
Key issues:
- What are consumers searching for and booking online?
- Do consumers crave purely electronic content for research or do we still seek print and word of mouth?
- What are traditional tour operators doing to fight back in this market?
- What are the online innovations in terms of booking and research facilities?
- Are we embracing Internet 2.0 culture?
- Is there room for personal service/a human touch in this marketplace?
This report provides an overview of the online holiday market and the challenges it faces around the ever changing technology both today and in the near future. It reviews the market size, the main players, some key developments and consumers' views about choosing and buying holidays online.
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