IgoUgo Acquisition Shows Growing Importance of User-Generated Content

Sabre Holdings, which is the sixth largest travel agency in the U.S. and owns Travelocity, has acquired upstart travel site IgoUgo.com.

There may be a number of things that are interesting here.

For our purposes, the noteworthy aspect of the deal is that it impliedly reflects the growing importance of community, reviews and user-generated content as product features and differentiators in a competitive marketplace.