Building loyalty with Web 2.0Web 2.0 is changing the way audiences interact with travel brands. User-generated content [UGC] and social networking sites like Flickr, Youtube and Yahoo Trip Planner are reshaping audience expectations and experiences. The authority figure is no longer the travel agent or the media: it is now the public. Welcome to Travel 2.0. In the era of Travel 2.0, the power is changing. In a Travel 2.0 environment, travel brands must now meet and meet the expectations and requirements of their online audiences with appropriate, engaging, entertaining and targeted experiences. the travel market matures and transforms, the public is no longer content just to buy for the price or read information on the destination written by marketing experts. Now more sophisticated online users are looking to connect and share with other travelers and the content itself. The example of the Sheraton customer travel blog can be seen as a precursor in the online travel 2.0 landscape. User-generated content in the form of travel stories is displayed on their website. (Link: Sheraton, http://www.starwoodhotels.com/sheraton/index.html) An experience, not a room search. To meet your audience's expectations you need to build an experience based on what they want. Guests are no longer content to simply search for rooms, they want to connect and be connected. Technology is the enabling platform that helps create this connection and create a rich and dynamic brand experience for your audience. Loyalty is going beyond the simple branding of a card and the set of some enticements or rights. Web 2.0 is not only changing the way consumers communicate, but also the way brands communicate. This article will present a Web 2.0 toolkit for building better and deeper loyalty with your customers, based on 5 new business tools:1. Blog2. Rich Media3. Social networks4. Email marketing5. Loyalty Tracking Tool 01: Blog Some of the best practices for building consumer loyalty come through richer communication. Blogs are a first-line tool for immediate brand-consumer communications. Tools like blogs present a shift in the service paradigm from purely tactical technologies (call diversion, improving agent productivity) to accommodate more strategic engagements (targeted customer experiences paired with greater wallet sharing). This shift in focus repositions the lens directly on the consumer. as a strategy to build more valuable and deeper brand relationships. With this paradigm shift comes the need to focus more on loyalty: what it consists of and how it can be modeled.