Exclusive Feature: Even at this year's ITB, Google and its products are all the rage, not only for social media in general, but for the travel industry, in particular.

Filip Grizelj, an online marketing specialist, examined articles produced within social media networks, and looked at their effectiveness as well as the resonance they produced among travel enthusiasts.

He found that online media was the number one source for travel information, today. Online posts and the resulting commentaries on people's walls as well as online travel-review sites, such as TripAdvisor, not only were a source of information, they actually influenced people on where and how to travel.

Grizelj found that the hotel industry is not investing enough in their social media strategy, fast enough. And for those who have done so, he says that they have placed far too much emphasis on their Facebook pages and not enough on Google.

Read full story