Social Media & Travel

At last week’s Hospitality Sales & Marketing Association International Hotel Sales Strategy Conference, a panel focusing on this emerging trend delved into the radical changes ahead. These industry insiders are already seeing the effects social media is having on current business models and are warning others to follow their lead.

“Customer engagement is a more effective way of getting business, but it s not a next day thing,” said Cindy Estis Green, Managing Partner of the Estis Group. “If you do it well you’ll reap benefits for years, but there is a ramp up period that will be a challenge.”

Tim Peter, Managing Director of Leading Interactive Reservations said that this paradigm shift is altering the current state of the web as a monologue provided by a specific company. Communication, it seems, is becoming a two way street and those that are doing the chatter want attention.

“If your customers are talking about your brand, it’s better to engage in a dialogue with them,” said Peter, who added that it’s important to speak directly to potential clientele. “Social sites are about authentic dialogue. Corporate speak and sales spiel will get you mocked brutally. Speak plainly or don’t talk to them.”

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