Even though I used to enjoy a little "Mischief Night" when I was much younger, I've decided to keep this article on the treat side. Social media can give you tons of treats and benefits if you know which pitfalls and tricks to avoid.

Love seems to work when it comes to branding a destination. Virginia Is For Lovers may have started it all decades ago - and, of course, I Love New York is an iconic campaign. But, in recent years, love has come to the fore in the City of Brotherly Love - Philadelphia - whose "With Love, Philadelphia" campaign features customized love letters to every conceivable target market - to great success.

Purchasing travel online isn't a linear experience. Finding the right destination, lodging, transportation, and activities takes time and effort when it's done with care. All of us have likely gone through the experience of looking for prices on one site, reviews and photos on another, and seeking out more and more information to make sure the experience we book is everything we expect it to be.

Time to take aim at delivering more value to this critical market segment.