In 2005, Spain witnessed a blogosphere explosion with millions of people creating personal blogs of all kinds. Currently there are million-dollar business opportunities created by online companies and blog networks. Specialized tourist blogs are very popular, and enjoy a loyal audience who take the advice of the contributors very seriously. Sites like Diario del Viajero (Traveller?s Diary), Bajo Coste (Low Cost), and Locura de Viajes (Travel Craziness), generate hundreds of thousands of visits each month. From now on, managing an online reputation, focused on marketing from different perspectives, and paying attention to what the client wants, is essential in order to compete and succeed.

We are at a point where advanced users are generating content and getting in touch with businesses who ?converse with?, and ?listen to? the consumers. But few businesses in Spain are truly taking advantage of the opportunities 2.0 provides. According to Hosteltur, only a few of the 13 most important online agencies in Spain have corporate blogs. Coupled with this, many don?t allow users to create blogs or groups, or permit the inclusion of commentaries or videos.

At any rate, these companies are all conscious of the power of the consumer: the need to create added value and to understand the client fully. Companies such as Barcel?, Mucho Viaje, or the hotel chains such as Hotusa or Magic Costablanca have launched various marketing strategies over the last few months which seek user complicity (engagement) through actions included in the 2.0 framework. These companies are positioning themselves in the same way that the new generation of Spanish intermediaries have. The new meta-search companies like Easyviajar or Minube, perceived to be 2.0 companies, include social network functions and a large amount of content generated by the user. To the most part the airline industry averts this new trend, except for some companies that develop specific functions for specific needs.

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