If you're looking to get into doing HDR photography, I recommend trying out Photomatix. It's easy to use and fun to play with if you're looking for some new photography techniques.

You've probably noticed I do a lot of HDR photography, but really I think only about half or maybe 60% of my photos are HDR. A lot of times I get that HDR look out of a single raw image since you don't always need to take three shots to get the Dynamic Range you need. And I often do it in either Photoshop or Lightroom. Photoshop has a nice Shadow/Highlights function that helps compress an images dynamic range to give that HDR look. I use that often times when I'm doing a single raw, like a long exposure on the beach where I'm not able to shoot bracketed shots. But Photomatix works great too even on single raw images.

Be sure to check out my Photomatix Pro Review it's really a great software for HDR photography.