Social media is 'lagging behind expectations': SITA

SITA regional director Australia, New Zealand and South Pacific Jay Youlten, speaking at the CAPA Australia Pacific Aviation Summit, stated (08-Aug-2013) social media is "lagging behind expectations" at the moment, but airlines still see social media as a future growth area. While social media is having a lower-than-expected level of penetration as a mode of bookings, this may change, and it is "inevitable" that social media utilisation will "become commonplace" and "another distribution channel".