Social media really allows hotels to develop and convey their unique voice and personality. They also allow hotels to develop personal relationships with guests which is going to put them over the top compared to competitors.
Three characteristics of today’s consumers: One, the consumer is very value driven. You can see just in the rise of usage of things like daily deals, private sales and show rooms.
Expert: Karen Plumb, Commercial Director at TripAdvisor Reviews are hugely influential for people making travel decisions; 86 per cent of travel consumers are influenced by reviews.