In this recent post in his Web Strategy blog Jeremiah Owyang of Altimeter Group and a leading social web strategist, describes the future of social customer service which for some is already here. With this approach the usual question about what positive effect on ROI social web marketing is having should be answered as well. Major corporations like Pepsi would not take this approach if it was not convinced of the effectiveness.
It will be interesting to see how long it will take until we find examples in the travel industry as advanced as this. If there already are, I’m not aware of them, maybe 2011 will be the year it will happen!