Travel brands enhance their digital capabilities in Asia

This event report addresses how Groupon Travel, TripAdvisor and Starwood Hotels and Resorts are using social media to connect with consumers.

Travel brands enhance their digital capabilities in Asia

Low Lai Chow

While travel brands were perhaps the first to fully experience the disruptive force of the ecommerce revolution, in many ways they still lag behind their customers on the web.

"The industry is behind, but consumers are way ahead. Consumers want to do more things than the industry wants to let them do," Sean Seah, managing director in Asia Pacific for Groupon Travel, told delegates at SES Singapore, a conference held in late 2013.

One reason for this trend is that a complex ecosystem defines the category, based upon the...

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