Thriving in the Internet era requires both Internet presence and careful development of the e-services provided using this technology. However, one major poblem is how to involve the end users of the e-service(s), something which is necessary if the e-services are to be useful and sustainable. This chapter presents a case study on the e-service development process using a major player in the travel industry as the case. The main focus is on how new technological advancements and phenomena, primarily virtual communities, can be used as a main source of end user requirements. Virtual communties are both of startegic and practical relevance and even cause a need to redefine the term "user participation." E-servies constitute a major trend for private as well as public organizations and should address Internet technology advancements when being developed.