Companies operating in the travel sector may be able to combat the current economic climate by adopting a more flexible internet marketing strategy.

This is according to chief executive Chris Dodd, who told the Eye for Travel Sales and Marketing in Asia Pacific Conference for 2008 that flexibility could be key in the present downturn – along with sound campaigns that combine offline and online channels.

Mr Dodd recommended search engine optimisation as the best way for travel firms to get to grips with the internet medium to boost revenues and urged companies to consider tactics such as personalised bookings, e-Travel Blackboard reported.

However, those looking into social media as a marketing platform should only utilise it where relevant, he warned, calling on firms to note that “the internet is an evolution, not a revolution”.

Travel websites saw 42.9 per cent of their traffic come from search engines during May this year, according to figures from Hitwise.

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