Is it a Web of challenges or Web of opportunities? So in lies the question in the complex world of generation Internet "2.0," where the rules of customer engagement are changing more so now than since the advent of the World Wide Web. In the midst of this paradigm shift in how and why customers access the Web, hotel e-marketing strategists have been given a whole new arsenal of tools to fight the commoditization of the hotel industry. Yet part of this shift is a change in power, as mediums like consumer-generated media put customers in the driver's seat. No longer can hotel companies expect just talk to customers; today they must facilitate—and influence—conversations.
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