In a recent Forrester study, 5000 consumers shared their views on the most-desired web functionality and features.

Highlights: the majority of consumers (64%) wanted to see user-ratings and reviews (hail the power of user-generated content!).

An equal amount also liked coupons, special offers and price-comparison tools (value-for-money is desired by all consumer groups). Only 30% of respondents wanted to be entertained via games, quizzes, fun and stuff (and only 24% wanted to upload their own content or view it)

It seems that consumers like to accomplish their online objectives (whether purchase, education or information) efficiently and effectively and tools and techniques geared towards these goals are always welcome - no matter how new or cutting-edge.

Only the fittest survive in the online consumer's crystal-clear world of the interactive web! Unlike TV, the web usually has a "purpose" behind every click and the user is unlikely to reach for a popcorn or pizza while they wait for the site to deliver!

Perhaps a study evaluating how travel sites with web 2.0 tools fare in comparison with more traditional travel sites (straight search, review and purchase) would help as well.

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city.Member of the board of Directors - Hotel Association of New York.  www.vijaydandapani.com