The travel industry was one of the first industries to be heavily impacted by the Internet, and it is no surprise that they are one of the leaders in social media marketing.
According to a white paper from HSMAI and online marketing services company VIZERGY, travel puts more marketing budget toward digital than any other industry.
Nearly 70% of US hoteliers responding to the April 2010 study reported online was the marketing channel with the greatest return on investment, and the majority are using a variety of online channels to reach potential customers, including 60% who have implemented a social media marketing strategy.
For many hotels, guest reviews are an important part of that social media strategy. Half said they proactively encouraged guests to post reviews of their hotel, and even those that did not encourage reviews saw the importance of monitoring them. Nearly seven in 10 did so at least weekly.
> RT @brett: Hotel Industry Leading In Social Media Marketing 
This is a nice information indeed. Thanks for sharing. I like the way you explain things. Quite interesting.
Thanks for the informative post, there are a lot of applications within the social media marketing field for the hospitality industry and they have used it well. Between online booking and review systems it can really add to the credibility of an establishment.
Great data. Online reviews is part of the social media strategy for a hotel, but I think it’s a separate part. Hotels have to monitor and improve reviews. But they also need an online social media strategy that promotes the hotel and connects with the future guests.
Monitoring reviews is almost a ‘defensive’ strategy.