Although one of the first industries to take advantage of the web - effectively disintermediating agents whose phones went quiet while sites like Expedia and Travelocity glowed red hot - it did nothing other than automate some very simple processes.

Elsewhere on the web people have had to work harder for the dollar, which has led to an Internet full of innovation, culminating in the social web that has emerged in recent years.

The web is no longer a simple information resource, it is at once a library, a conversation, a market, a social gathering and a lifestyle. While the travel industry tries to divert then convert customers, the future lays in steering them by knowing them better, understanding their needs and offering them travel suggestions with value instead of managed search results.

Get the full story at the Travolution Blog