The fragmentation of web channels has made quality content crucial to driving online business, says Web in Travel producer Yeoh Siew Hoon.
User-generated content is a key part of the online mix, she said.
“People are looking for personality and points of view from web content.
“People need to touch, feel and see content. Great content builds trust. Therefore creativity is needed at all levels and user reviews are becoming more important.
Yeoh said the landscape is changing quickly and even airlines are regarding themselves as media companies.
AirAsia was approaching one million Facebook followers, which enabled it to market one-on-one to a huge committed audience, she added.
