this recent study shows. To me the key quote is this one:
“Consumers want brands to have a role in their conversation,” said Gregory Saks, director of Compete’s Travel Practice. “If brands remain genuine and transparent in their CGC strategies, travel marketers can become a powerful voice in the conversation and engage with consumers in an entirely new way.”
To participate is moving away from the old one-way communications model and will enhance the brand. Staying on the sidelines seems shortsighted indeed.