Consumers are increasingly turning to online resources for every step of the travel planning process. In this strategic and tactical workshop, Brian Payea will review what travel professionals can expect in the changing online travel market--including shifts in traveler interests and behaviors, and the growing impact of mobile and social media channels. Discussion includes what TripAdvisor, the world’s largest travel site, is doing to help tourism businesses best promote themselves to this generation of consumers. Payea will review essential online marketing strategies and tools to help businesses reach TripAdvisor’s 50 million unique monthly visitors. Attendees will learn anticipated trends ahead, as well as practical advice to maintain a positive online reputation, enhance their TripAdvisor presence, and continue to attract customers.