Social media will go far, travel companies say

02/21/2012 | Bloomberg Businessweek

Travel companies and hoteliers say social media is becoming a major part of their marketing strategy, with a variety of companies seeking to mine Facebook, Twitter and other social sites for travel recommendations. Social-network referrals have a significantly better conversion rate than referrals from conventional review sites, according to a PhoCusWright study. Sites such as TripAdvisor encourage users to log on with their Facebook handles to harness the power of social recommendations.

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