Although still grabbing media attention as though it is still a new concept, social media and networking is no longer a fad, but rather is an entrenched way of collaborating, communicating and sharing as much as mobile phones, email or texting is. The impact of social media and networking is multiplied exponentially due to its natural "habitat" within mobile devices as the lack of being connected via wires to the Internet is no longer an obstacle.
As travelling is the ultimate form of mobility, the requirement for travel providers to master this new Biosphere of social media and mobile is non-negotiable, and as this White Paper argues, the randomness of world events makes the need even greater. Those travel companies who embrace and maximise their efforts in this space will find a far greater loyalty and engagement with their travellers than those who don't. And for those that don't, they can likely expect that void they find themselves in to be very difficult to get out of.