I spoke at Western Association of Convention and Visitor Bureaus this month, and the big topic of conversation was Web 2.0 and how to implement a program on a limited budget.  This is a difficult problem to solve if you approach Web 2.0 from a “bells and whistles” approach instead of making sure that what you implement is filtered through criteria to meet your business goals and objectives.  For example, it is necessary to have certain Web 2.0 components built into your web site for search marketing and ranking purposes. It is also necessary to have some format for visitor or guest comments or recommendations. These two criteria will align with every travel marketers goals and objectives. When you start to analyze which other components are necessary, and how digital convergence will touch your business model, you get into more gray areas that really need to be examined for budget allocation and priority.

I advised the attendees at the conference to start with a SWOT analysis to help determine their specific needs in terms of how Web 2.0 will play into their performance and results. I suggest that any company devising a Web 2.0 Strategy would start with a SWOT first.

Web 2.0 and Social Networking is changing the online space at a rapid pace. Never before have I seen such challenge or opportunity for travel marketers. We all need to embrace this revolution and shape it as we move forward… shape it by innovating new ideas and concepts to give travelers the freedom and the platform they want and need to enhance the travel experience for others. In a slowing economy the best marketing tools we all have are referrals and comments by those who are leaving their daily grind to enjoy the freedom of travel.

I would love to hear your comments. I know many of you email me personally to comment, but you can also post here on my blog so that others may benefit from your questions and expertise.

Till next time…

Leah