Travel agencies' use of the Web has changed dramatically since they began putting up websites in the 1990s. No longer are most agencies trying to drive online bookings and lead generation. Today's agents are focused on using Web 2.0 and social media for networking and marketing, according to conclusions from the findings of the ASTA's 2011 Technology and Web Usage Report.

Apparently travel agents underestimated the investment of time and money needed to make online booking and lead generation a success. That's one reason they have shifted to a less-costly and more-productive online strategy via Web 2.0. The changes in internet strategy also mirror agents' revised understanding of their value to customers - as consultants, not mere order-takers.