Some 70% of internet content will be created by individuals as opposed to publishers and brands within three years.
The figure was revealed by Spannerworks business development manager Madeleine Wood as she urged travel companies to get involved in and be talked about on social networking sites.
Wood, who was speaking at the Travel Technology Initiative's autumn conference on the Future of Travel Distribution, said search engines like Google have evolved into reputation management systems because of online social networks.
"Search has gone beyond anyone's imagination and there is greater momentum than ever before. It's about a combined strategy of natural and paid for search, social media and display media," she said.
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