How Are Hotels Embracing Social Media in 2010

8/3/2019 How Are Hotels Embracing Social Media in 2010

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JUNE 2010

How Are Hotels Embracing Social

Media in 2010

Examples of How to Begin Engaging

LEORA HALPERN LANZ

BARBARA WIENER FISCHHOF

REBECCA LEE

HVS SALES AND MARKETING SERVICES

369 Willis Avenue

Mineola, NY 11501

Tel: +1 516-248-8828

E-mail: [email protected]
mailto:[email protected]


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HVS Sales and Marketing Services Embracing Social Media 1

According to Pew Research, credibility of news has continuously fallen over thepast 10 years. Theres been a shift in the publics trust from news institutions to

social media circles of trust which allow your friends into your life. Resultsshow that if you are trustworthy and authentic in social media, you can build

and keep a following.

In this burgeoning digital world where we need to make connectionsmore than impressions and more, if not most, of our guests arecommunicating with friends, family and colleagues online social mediachannels are changing the way we do business and forever altering howwe attract and retain a loyal base. Now, with the evolution of platformssuch as LinkedIn, Facebook, Twitter, Flickr and YouTube, we have theopportunity for unprecedented access to guests.

In these difficult economic times when many hotels are not able toservice debt and face foreclosure, the most successful hotels will create

brand advocates by using social marketing tools and channels to grab theattention of new visitors and keep in touch with their loyal client base.2Social media is a must-have in any communications initiative to boost

business and the bottom line.

Those who ignore social media stand to become irrelevant. Theinfluence of social media is so significant that, according to the USInteractive Marketing Spend, 2009 to 2014 (Forrester),3interactive marketingspend will near $55 billion and represent 21% of all marketing spending

by 2014. Social media will comprise 3% to 6% of the interactivemarketing spend. And not surprisingly, interactive marketing willcannibalize traditional media!Here is just some of what can social media can do for you:

Reinforce your message and help it go viral Embrace and project your brands personality Allow for real-time, two-way communication Allow you to communicate at point-of-need Build business and generate ROI

Hesitant to try? Many organizations have still not jumped in to leveragethe power of social media, engage and integrate it with the rest of their

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lso included is input from several hotel execus thus far.

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ple online communities including Twitter, Flatforms and email, users share travel experien

y and the public for a chance to win a dreaSheraton property (December 18, 20096).

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Since its debut in the virtual world in September 2006, aloft has activelysolicited input from Second Life residents on such design features aspublic spaces, guest rooms and exteriors everything from color paletteto space planning. In fact, several design changes adding radios inguest room showers, providing additional seating in the lobby andincorporating artwork created by local artists in public areas are adirect result of consumer feedback and will be reflected in real-life alofthotels.

Hyatt Hotels & Resorts Hyatt launched a special online community site just for Gold Passport members (www.yattit.com9). It offers expertinsight and tips from local Hyatt concierges in more than 40 destinationsworldwide along with advice from confirmed frequent travelers.
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Hotel Indigo (by IHG) Each Indigo location has its own fan page onFacebook, e.g., the Hotel Indigo Chicago Downtown Gold Coast offersdiscounts of up to 20% off for friends and fans on Facebook.

In addition, the company recently tweeted approximately one millionPriority Club points redeemable for hotel nights, retail gift cards,electronics and more during its December 2009 Tweet Awaypromotion.

Wyndham Hotels and Resorts13,14 Wyndham has adopted a moretargeted approach with Women on Their Way. This micro-site is a softsell forum for the brand to advertise female-friendly trip packages andgain valuable insight about guests actual trip planning processes andvacation desires.

Promotions on Facebook and other social networking profiles allow

users to share promotions with their friends.


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Omni Hotels16 Omnis social media supports and enhances the other

channels. Brand executives say the company prides itself in beingnimble and responsive, opting not to neglect other tools to focus onsocial media.

The great thing about social media is that it provides a level ofresponsiveness that is not really available through any other channel.That responsiveness is huge, says Kerry Kennedy, Omnis CorporateDirector of E-Commerce.

Omni found several sales and ROI opportunities on Twitter to enhancecustomer service, satisfaction, brand awareness and establish rapportwith potential customers. Its success in social space, especially Twitter,comes from managing at the corporate level and then disseminating outto the properties. Working together, most issues are resolved withinminutes.

Omni has also launched its own social environment site called The LocalScoop, softly linked to the Omni homepage so as not to force usersdown the booking path and undermine authenticity.

Tiara Hotels17 This Portuguese hotel group is very active on Twitter.The group expertly manages the concept of RT repeating a Tweetfound on another Twitter account when it may be useful to their ownfollowers.


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MacDonald Hotels This UK hotel brand is also active on Twitter. Itsdedicated page is simple and appeals to its audience with special offersto reinforce value. Here is where we can learn that Twitter also needs to

be conversational, encouraging feedback from customers.

High Peaks Resort (Lake Placid, NY) The Adirondack High Peaks isnot just the name of the collection of 46 mountain peaks in AdirondackPark, its also the namesake of the High Peaks Resort, which boasts avery creative social media plan. For example, in Spring 2009 it was allabout the number 46 as the Resorts friends, fans and followers onFacebook and Twitter took advantage of a 46-minute per day, 46-daypromotion based on the elevations of the High Peaks.

For example, a rate based on the 4,867-foot elevation of WhitefaceMountain was $48.67.

Individual Hotels


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ission Hills Resort & Spa (Rancho Mirage, Cills Resort & Spa recently started using Facebo

to Gary Orfield, Sales Manager, gaining thenot their top priority, rather their goal is to spd loyalty, listen and connect with guests.

assionate and personal voice, we engage ingue with our fans in 140 characters or less, saia campaign is more about listening than possible or rushing to sign up followers.

inks many hotels are missing the true powerbecause 90% of posts are simply about discou

iling to give followers a sense of the per

ith Hotel (New York, NY)18 The Roger Smith,property, has successfully taken social media

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Email marketing isnt threatened by social media. Rather, it drives socialweb activity and can work in tandem to increase your overall reach. In

fact, studies show that social media doesnt decrease email usage emailis a driver of social web activity and the currency of all social mediaaccounts.

Listen to your audience to develop your email campaign accordingly.What are they saying about your hotel your competition your city?Social media comments now appear in online searches, and Google haseven added a real-time search feature that streams tweets and articles.

HVS Global Hospitality Report HVS sends out a Global HospitalityReport every Friday to give readers the opportunity to send in feedback.Comments are posted live so that its not just a one-way push.

The Link betweenEmail Marketing and

Social Media


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Even if youre not involved in social media, your customers are andtheyre talking about you. One Facebook account about Marriott wascreated by customers completely independently and already has 10,600fans!

Social media makes your brand real. Although consumers still trust thebrand more than hotel reviews, the brand is becoming less relevant asthey look to one another for ideas and support. Whether connectingwith prospective customers via LinkedIn, reaching out to fans onFacebook or Twitter, making images available on Flickr, or helpingpotential guests make their travel decisions with video on YouTube,hotels are making social media an integral part of their outreach.

Jump InYour Customers AreAlready Here


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Some general tips for using social media:

Be authentic and create compelling content to bring your brandto life

Live your brand and show your personality Be engaging and generate feedback Know your audience Repackage what you have, e.g., link across platforms and take

your content from other areas such as press releases and websites

Combine social media with offline in-person events to solidifyrelationships

From successful real-time experience, the Roger Smith Hotel offersadditional tips:

Interact with people - Community conversations are an integralpart of any outreach campaign.

Tell stories To ensure open communication, keep it more aboutthe stories than just blasting promotions (thats why the hotelmaintains a website, Roger Smith Life, which revolves aroundsharing stories and engagement).

Show real faces One successful campaign shows the manyfaces of the Roger Smith community. Optimize different channels - Roger Smith Life is a hub for

photos, articles, video materials, Twitter news and events with aphoto gallery and Flickr stream, YouTube channel, plus articlesabout art exhibits, restaurant deals and social media.

Aim at user-generated content- Reviews, comments, tweets andpodcasts greatly influence customer decisions. One Roger SmithTwitter follower put together a podcast music mix honoring thehotel and gave a shout-out to the chef that continues to inspireanyone who wants to feel the hotel's vibe.

Be curious and experiment This is how the Roger Smith builtits presence. Said one guest, "If you could equip your customersto be excited, passionate carriers of your story, why wouldn't youtry a few things and see what works?"

Meet the Hotel Tweet19

To begin your involvement in social media, experts suggest focusing onone or two areas initially, then learning and launching the bigger

Tackling Twitter


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initiatives. As you begin to dabble, develop a strategy and try starting on

a personal level.

The easiest point of entry is Twitter. This medium has a staggering 18million users and is a necessary tool in any social media communicationsarsenal. Twitter can make quite an impact by boosting your companysreputation, driving sales, getting the medias attention, and evenaverting a crisis.

So far, many hoteliers on Twitter are posting links to press releases andspecial room packages or discount codes. However, if you take time toexplore the site and interact with others, you will find infinitely moreapplications. They run the gamut from industry news and careeropportunities, to retweets from community travel industry partners andgiving away something for free (not necessarily guest rooms).

The Westin Bonaventure (Los Angeles, CA) In April 2009, the WestinBonaventure made waves on Twitter when it announced a promotion togive away free room nights to 25 lucky followers of @thebonaventure.The hotel, which has offered several variations of the contest since,creates buzz for the property each time. Melanie Boyer, the Daly GrayPublic Relations account executive who manages the Twitter account,says mainstream media coverage of the contests has generated nearly 20million consumer impressions.


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Its a very powerful customer service and communication vehicle whereour brands and customers can come together to have open and honestconversations, said David Godsman, vice president of global Webstrategy for Starwood Hotels. Its less about pushing our hotels andpromotions and more about connecting our core brand with our guestsdaily lives.

Just as many hoteliers have launched blogs that focus not on the hotelbut on tangentially relevant topics such as things to do nearby the hotel,or tips for business travelers, the same principle applies with Twitter. Ifyou give consumers relevant information, they will trust you as theirhotel friend and a source of information.

Fairmont Hotels & Resorts Mike Taylor, media relations manager forFairmont Hotels & Resorts and the man behind @fairmonthotels,concurs and advises managers of Twitter accounts to be experts forinformation about their locales. You become [travelers] go-to foranything, Taylor says. They will come to you and speak to you because they view you as a valued and trusted source for thatdestination.

Again, while using Twitter to promote deals and announce news is fine,many hoteliers stop there. Twitters real value lies in its ability to


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connect with consumers on a personal level, says Susan Black, a New

York-based travel industry social media consultant.

She cautions to focus on building brand loyalty, pick up one-off businesswhen you can, and never lose sight of the fact that Twitter is aconversation, not a bullhorn. Its not one-way its a dialogue, Blackadds. Be there to answer the queries. Its well known on Twitter thatpeople follow other people when they know there is a person orpersonality behind it.

Choice Hotels Several of the larger brands have Twitter Teams tomake tweets regular, conversational and personal. Choices team, forexample, is very active and makes sure not to go too long betweentweets.

Omni Hotels Omnis Twitter Team is also energetic and quick torespond. When one wedding planner from San Diego tweeted, I amthinking about the Omni San Diego and a competitor in San Diego for awedding, Omnis team immediately jumped on it: Here is what wecan do for you. In conversation, they went through all the pros andwhat they offered in terms of culinary services, local attractions, etc., and

in the end, Omni won the business because they responded on Twitterand the other hotel did not.

While independent hotels have less manpower, they too can learn toTweet like a pro and attract Twitter followers (without hurting profitsor the brand)20:


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Follow the top hotels and experts in your niche See how theybuild followers and consider using some of their tactics.

Leverage your reputation Most top Twitter users are celebritieselsewhere. Bringing their brand to Twitter helped them quicklygrow a fan base in the network. If people recognize yourcompany, simply taking part will cause others to spread yourmessage and grow your influence.

Leverage your existing web presence If you have an existingonline profile, use it to promote your Twitter account. Add aTwitter badge to your website and link to your Twitter page toactively encourage people to connect with you there.

Tweet regularly and retweet weekly Predictable, regularupdates increase the chance that people will find you.

Look at the big picture Again, talk about things other than justyou and your hotel. This could range from business travel tips toart shows in your city.

Provide value Have rich content and a compelling reason forpeople to follow you. Avoid too much overselling or promotions(experts warn that 80% of tweets should not directly market thehotel).

The Iron Horse Hotel (Milwaukee, WI) In a January 2009HotelChatter.com story about Hotels That Twitter and Twitter Well,The Iron Horse Hotel is cited as a pro at using Twitter because theyupdate frequently with useful information for guests, e.g. discountedrates and package options, and also interact with other Twitter users.


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Just six years old, its one of the most widely used networking sites withmore than 400 million users and tremendous reach. LeveragingFacebook will go a long way to cultivating relationships withstakeholders, and get your campaigns message across to the rightaudience to influence and win confidence.

Loews Hotel (Miami Beach, FL) A Super Bowl sweepstakes contest onthis hotels Facebook page gave away a four-night stay and two tickets tothe big game.

Facebook


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Kimpton's Sky Hotel (Aspen, CO) This hotel, running last-minute hotel

deals for Facebook fans, racked up 200 friends within days of its initialpost. During ski season, real-time Facebook posts report snowfallamounts.

When it comes to integrating Facebook into their campaigns, manylarger brands and independents are running deals and specials targetedexclusively for fans. Ideally, sharing information about the history of thearea and upcoming events is also recommended.

San Francisco Convention & Visitors Bureau In addition topromotions, the San Francisco CVBs Facebook page includes upcomingevents and attractions in the area.

Grand Hotel (Mackinac Island, MI) Although a regular promoter ofdeals and packages, this hotel also features a column of area eventsdown the left side of its Facebook page.


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These include TripAdvisor and WikiTravel, which attract user-generatedcomments from a vast audience. Some hotels are actually finding thatwhen they engage, the number of negative comments decreases.

HK Hotels21 (New York, NY) HK Hotels is a small, privately held hotelcompany with four properties: The Hotel Giraffe, Library Hotel,Casablanca Hotel and Hotel Elysee, all in New York City. The companyfocuses its efforts on TripAdvisor, Facebook, Yelp, Twitter and GoogleMaps.

According to Adele Gutman, Vice President of Sales & Marketing, in2003 the company decided to pay close attention to TripAdvisor. "Wealways place great importance on speaking to our guests in theclubrooms over breakfast or wine and cheese, but TripAdvisor gave us avaluable new way to hear the voice of travelers who were too polite tolet us know what they were truly thinking, she said.

The management teams of all four HK Hotels met everyday to read themost recent reviews posted and decide what they needed to do to satisfyguests and raise their hotel profiles in the all-important TripAdvisor

User-GeneratedContent (UGC) Sites


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rankings. Goals were to get in the top 10% first, then the top 20 hotels,

the top 10, and next to own all four top spots in NYC.

HK Hotels' team closely monitored every review, made improvements toservice, operations, and facilities when feedback indicated it wasnecessary, and made things mandatory across all hotels when reviewsindicated that something was working well at a particular property.

Says Henry Kallan, owner of HK Hotels, "When you are running a small business in a tough economy, you need to make choices on where tospend limited resources. Advertising is great, but in times like these, Iwould much rather invest in things that enhance the guest experience like more items on the breakfast buffet, an upgraded wine and cheeseservice, nicer bed linens than taking a gamble on expensive marketingprograms or fancy brochures."

Clearly, this formula is attracting travelers and TripAdvisor feedbackreflects just that. In fact, feedback has impacted operations at HK Hotelsfrom greater empowerment of the front desk staff and daily training ofall employees, to small touches like serving oatmeal for breakfast.

Affinia Hotels made a bold move a few years ago when it put a link toTrip Advisor right on its website homepage as if to point out, Here iswhat readers have to say about us. HK Hotels followed suit, with linksto TripAdvisor for each of its hotels.


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LinkedIn, one of the leading online professional networks, is growingrapidly with one new user every second and 43 million professionalsfrom 200-plus industries. Its an excellent way for your sales team to build lead generation, find business contacts, drive sales leads, stay intouch with clients, and ultimately generate revenue.

Your staff can add their own accounts and connections for moreopportunity to network. Use LinkedIn for lead generation, to postrelevant content, answer questions based on your expertise, and createyour own groups.

HVS highly recommends LinkedIn as a tool for prospecting for newbusiness. Dont oversell or over-promote rather, engage the audience,demonstrate your expertise, and drive them to relevant content on yourwebsite.

Media sharing sites offer users the ability to upload and share differenttypes of media.

Once dismissed as a haven for amateurs, thanks to its viral power andability to reach and engage diverse constituent bases, this video-sharing

Marketing Your Hotelon LinkedIn

Media Sharing Sites

YouTube/VideoSearch Engines


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site is being harnessed more regularly to advance campaigns and PR

efforts. With non-copyrighted video, its impact has been huge and it iseven being used as a search engine similar to Google.

When smartly integrated into your communications plan, YouTube canhelp build a strong community around your brand.

Marriott Resort & Stellaris Casino (San Juan, PR) An employee of theSan Juan Marriott Resort & Stellaris Casino introduced a YouTubeConcierge for guests to share their vacation experiences with the world.The Concierge spends time meeting guests throughout the resort andasks them to record a quick 30-second video to send to friends andfamily as a virtual postcard from the beach. The video clip is thenprofessionally licensed and uploaded to the San Juan Marriott LiveYouTube Channel.

Best Western International Best Western TV is the name for BestWesterns YouTube channel, used to showcase the brands hotels andhold fan contests.

Flickr, the image sharing community, is the most popular online site forphotography. Users can easily post images to Flickr and visitors are ableto view them individually or in a slideshow, comment, and add them asfavorites on their own site. Hotels can use Flickr as their photo library.

Flickr/Photo SharingSites


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Hyatt Hotels For example, Hyatt Hotels combines all its properties underone Flickr account:

Additional Flickr examples include Happy Hotelier, Royal Ramblas Hotel,St. Martenslanes and Domes of Elounda.

Benefits of Blogging22

A blog gives you the opportunity to connect with guests, and developand reinforce your hotels brand voice. Blog entries should be written ina style that reflects your hotels distinctive personality, be it a family-runcountry bed and breakfast, a trendy urban boutique hotel, or asophisticated luxury property.

Most readers who sign up to receive blog posts are actually giving youpermission to contact them. If the content is interesting, they will behappy to receive your posts, giving you entre to promote your hotelwith special offers. You can also allow readers to leave comments onyour blog to open a two-way communication.

Marriott Hotels & Resorts A blog ultimately allows your brand voice to become human and instills trust in your readers. Bill Marriotts blog,On the Move at www.blogs.marriott.com is an excellent example. This

Social Blogging
http://www.blogs.marriott.com/


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In addition, unlike traditional media, social media gives you the

opportunity to engage and hear whats being said. Its all there, in real-time, for you to gain insight, knowledge and competitive intelligenceand shape future marketing and PR campaigns. Count the conversationand watch people interact, get immediate feedback complaints orcompliments and respond, gauge the key words most often associatedwith your brand, and how your messages are being adopted.

Benchmarking23

Note the obvious numbers The number of Facebook fans, Twitterfollowers, Digg links, Delicious bookmarks, and referrals from socialmedia sites, plus existing website traffic.

Note the less obvious benchmarks SEO rankings and referrals,customer satisfaction scores and other business data.

Note ROI benchmarks - How much are you paying to acquire customersvia other marketing channels? How vast is that advertising budget andhow is it being split up? What proportion is being directed into channelsthat you cannot accurately measure?

In conclusion, social media may be here to stay but traditional marketingmethods are by no means gone. To utilize the new tools that will benefityou most, they need to be consistent and wisely integrated with the restof your communications, sales, marketing, and revenue management

efforts.

Hopefully, these examples have offered some of you comfort and areference to get started, because in this constantly evolving and dynamicmedium, who knows what will be trendy six or 12 months from now?(One thing we do know is that this report will most likely be obsolete!) Just recently, Google announced its foray into social networking withGoogle Buzz, a new service that will compete with Facebook andTwitter as a way for Gmail users to share updates, photos and videos.And away we go.

Conclusion


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Leora Halpern Lanz has been with HVS since 1999 and serves asDirector of Marketing for the global hospitality consulting firm andDirector of its Sales &Marketing Services division. Prior to joining HVS,she worked for 10 years with ITT Sheraton Hotels of New York asDirector of Public Relations & Advertising for Sheraton New York Hotel& Towers, Manhattan, Russell and Atlantic City. Her role with ITTincluded support for the re-opening of the St. Regis Hotel in 1992 andpromotions for Radio City Music Hall and Madison Square Gardenwhen ITT purchased those assets. She had returned to New York afterfive years as Director of Public Relations for the Greater BostonConvention & Visitors Bureau, and a graduate school internship at the

then-new Four Season Hotel Boston. Leora holds a Bachelors inCommunications from Cornell University and a Masters in PublicRelations from Boston Universitys College of Communications. She is amember of HSMAI, Women in Communications, the Travel & Tourismdivision of the Public Relations Society of America, and Cornell Club ofLong Island.

Barbara Wiener Fischhof has held senior level corporate and agencypositions, focusing on public relations and marketing including investorand franchisee relations in the hospitality industry, and is a seniormember of the HVS Sales & Marketing Services team. Barbara relocatedfrom Manhattan to Atlanta in 1997 to become Vice President of

Corporate Communications for US Franchise Systems (USFS). Prior toher tenure at USFS, she worked for two public relations firms inManhattan heading up cruise line, airline, hotel, travel trade and othertravel-industry related accounts. She began her career in theWashington, D.C. press office of former U.S. Senator Dennis DeConcini(D-AZ). A native of Deal, NJ, Barbara is a graduate of Tulane Universityand has a Masters Degree in Guidance & Counseling from theUniversity of Miami.

Rebecca Lee is currently pursuing her Masters Degree in Managementin Hospitality at Cornell University and conducting an internship at HVSNew York in the Consulting & Valuation Group. Formerly, she worked

at Towers Perrin, a global consulting firm specializing in human capitaland risk management, as an Associate in the Executive Compensation &Rewards Group. She helped assess and design executive pay packagesfor Fortune 1000 companies and provided compensationrecommendations to senior management and the Board of Directors.Rebecca graduated from the University of Pennsylvania with aBachelors Degree in Biological Basis of Behavior and Psychology.

About the Authors


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HVS Sales & Marketing Services, headquartered in New York, helps

hotel owners and operators strengthen returns on hospitalityinvestments in the areas of hotel sales consulting, hotel sales andmarketing consulting, hotel resort sales consulting, revenuemanagement and e-commerce. We can assist you by conducting salesand marketing assessments; creating sales and marketing plans for new,repositioned and stabilized hotels; conducting sales training programs,and even serving as your interim Director of Sales & Marketing duringtransition periods or staff changes. Our strong understanding ofregional and international markets will enable you to capitalize on yourcompetitive strength and improve ROI.

For further information regarding our expertise and specifics about our

services, visithttp://www.hvs.com/Services/MarketingComm/.

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j_id=0900c7b9805e3333

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11http://www.marriottwaikiki.com/pdfs/TweetContestL.pdf

12http://www.communispace.com/news/groundswell/default.aspx?groundswell=9

13http://www.hotelmarketingstrategies.com/women-on-their-way/

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Footnotes
http://www.marriottwaikiki.com/pdfs/TweetContestL.pdfhttp://blogs.jobdig.com/diggings/2009/08/20/case-study-for-excellent-use-of-http://www.hotelchatter.com/tag/Yatthttp://www.travelandleisure.com/articles/virtual-hospitality/1http://content.usatoday.com/communities/hotelcheckin/post/2009/09/68500042/1http://content.usatoday.com/communities/hotelcheckin/post/2009/09/68500042/1http://content.usatoday.com/communities/hotelcheckin/post/2009/09/68500042/1http://content.usatoday.com/communities/hotelcheckin/post/2009/09/68500042/1http://www.hvs.com/Services/MarketingComm/http://www.hotelmarketingstrategies.com/women-on-their-way/http://www.communispace.com/news/groundswell/default.aspx?groundswell=9http://www.marriottwaikiki.com/pdfs/TweetContestL.pdfhttp://blogs.jobdig.com/diggings/2009/08/20/case-study-for-excellent-use-of-http://www.hotelchatter.com/tag/Yatthttp://www.travelandleisure.com/articles/virtual-hospitality/1http://www.starwoodhotels.com/alofthotels/newsevents/news/detail.html?mode=prhttp://www.travelpulse.com/Resources/Editorial.aspx?n=65059http://content.usatoday.com/communities/hotelcheckin/post/2009/09/68500042/1http://www.starwoodhotels.com/sheraton/about/news/news_release_detail.html?obhttp://www.forrester.com/rb/Research/us_interactive_marketing_forecast%2C_200http://www.hotelresource.com/trends-detail-sidhttp://www.hoteliermiddleeast.com/article-6362-hotels-ignoring-social-media-will-http://www.hvs.com/Services/MarketingComm/


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14

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=105896

15http://www.hotelchatter.com/story/2009/10/26/165912/92/hotels/Get_a_50_Hilton_Caribbean_Hotel_Credit_Just_For_Becoming_a_Facebook_Fan

16http://events.eyefortravel.com/social-media/docs/Omni_Hotels_Case_Study.pdf

17http://www.hotel-blogs.com/guillaume_thevenot/2009/06/when-hotels-chains-use-twitter.html

18http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-social-media-hotel-3

19http://www.hotelsmag.com/article/362356-Meet_The_Hotel_Tweet.php

20http://www.4hoteliers.com/4hots_fshw.php?mwi=4616

21http://www.europe-re.com/system/main.php?pageid=2616&articleid=15431

22http://www.hotel-online.com/News/PR2009_3rd/Sep09_BlogBenefits.html

23http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success
http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-successhttp://www.hotel-online.com/News/PR2009_3rd/Sep09_BlogBenefits.htmlhttp://www.europe-re.com/system/main.php?pageid=2616&articleid=15431http://www.4hoteliers.com/4hots_fshw.php?mwi=4616http://www.hotelsmag.com/article/362356-Meet_The_Hotel_Tweet.phphttp://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-http://www.hotel-blogs.com/guillaume_thevenot/2009/06/when-hotels-chains-http://events.eyefortravel.com/social-media/docs/Omni_Hotels_Case_Study.pdfhttp://www.hotelchatter.com/story/2009/10/26/165912/92/hotels/Get_a_50_Hiltohttp://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_ai


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