I totally agree with the premise that DMO content has to be aggregated in as many places as possible. The recent partnership between Visit Britain and TravelMuse is an excellent example of how DMO site content is presented on a trip planning site – which consumers in the planning process visit prior to deciding where to go – in an even more attractive and useful fashion than on their own website. These types of partnerships are essential for attracting potential visitors while they are undecided and can be swayed to visit by being present in a compelling fashion.