According to Henry Harteveldt of Forrester Research, 83 percent of travelers are now online, compared with 71 percent of the general public. His research has shown that 90 percent of travelers will be online by 2011.

Travelers sharing stories of exploration is nothing new, but the internet is now allowing travelers to broadcast the good, the bad and the ugly aspects of their travel experiences in words, images and video.

In his keynote speech to delegates, Harteveldt said that travel marketers can?t ignore the power of user-generated content. He advised that that 41 percent of U.S. online leisure travelers use some form of online social tool in their travel research efforts, such as TripAdvisor.com.

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