Travel should turn online to its advantage

Your Trends article focusing on the 55-plus age group and their interaction with travel brands (MW 25 March) was thought provoking. The smartest brands are those that monitor or even repurpose user generated content, and ensure they take heed and respond.

It is vital that brands keep their claims fresh, relevant, informative and accurate – and not just on the web but through brochures, DM and email – all particularly key for the older age group.

While this audience are quick to share their views online, they still book through a variety of channels, so traditional travel agents need to remain the travel expert through Fam trips, supplier/trade websites and training.

Maia Honan, Board Director, Positive Thinking

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