Marketing within the Third Generation of the Web

Now more than ever, companies are relying on social technologies to communicate their messages, sell their products and grow their fan-bases. Web 2.0 transformed the digital world by exponentially increasing the amount of content available through social networking, instantaneous user-generated content and social bookmarking. In the wake of Web 2.0's tidal wave of two-way communication, signs of a third generation of the Web have begun to surface.

Web 3.0: Emerging Insights for Travel Marketers discusses nine emerging insights that are fundamental to marketing within the evolving third generation of the Web. It is the newest white paper in an HSMAI Travel Internet Marketing series sponsored by TIG Global and published by the HSMAI Foundation. The paper first introduces the concept of Web 3.0 and then addresses the many aspects of this new Web era. Topics covered include search engine intelligence, real-time data access, leveraging location based and GPS applications, and the future interaction between Web 3.0 and 3D technologies.

The white paper is a compilation of ideas and feedback from HSMAI's Travel Internet Marketing Special Interest Group Advisory Board, co-chaired by Trevor Stuart-Hill, President, Revenue Matters. 'The landscape of the digital world is continuously changing. It feels like only a year ago we were learning how to market within Web 2.0,' said Stuart-Hill. 'This white paper addresses the new generation of the World Wide Web, which focuses on succinct dialogue and semantic technologies.'

'Technology is changing at a rapid pace and the desire for RevPAR premiums requires us to remain at the forefront of these new marketing opportunities,' said Fred Malek, CEO of TIG Global. 'The technological trends evolving in this third generation of the Web will enable us to reach customers in new ways, provide them with all the information they want to make a decision, and allow them to book hotel reservations anytime and in anyplace. Ultimately, the Internet will become an even far more powerful tool for cultivating and managing travel customers.'

Copies of the free white paper are available at www.travelinternetmarketing.org, in addition to the first two papers in the series, 'Mobile Marketing: The New Frontier,' and 'Effective Internet Marketing Strategies for Recessionary Times.'

Upcoming white papers in the series include:
• 'Driving Results Through Social Media'

• 'Driving Results Through Design'

• 'Revenue Management for Internet Marketers'

• 'Groups Online - Attracting and Booking Group Business via Online Channels'

• 'Rich Media'

• 'CRM in a Digital World'

About HSMAI and HSMAI Foundation
HSMAI is the hospitality industry source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimization, marketing, and branding. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events, including HSMAI's Affordable Meetings(R). Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Established in 1983 to serve as the research and educational arm of HSMAI, the HSMAI Foundation's mission is to expand and enhance the educational opportunities available to hospitality sales and marketing executives and to increase the amount of in-depth research conducted on behalf of the profession. For more information on HSMAI or the Foundation, contact the Hospitality Sales & Marketing Association International, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102; (703) 506-3280; fax (703) 506-3266, or visit www.hsmai.org or www.hsmaifoundation.org.

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