Travel Weekly - Hotels struggle to harness the power of social media
April 21, 2010
Chaos. For hoteliers, the word denotes not the elegant mathematical theory that's become a buzzword in high finance but rather the old-fashioned, general disarray they face as they struggle to remain competitive in an era when the tricks and tools of marketing are changing at warp speed.
It's been just a few short years since social media took the Internet age to another level, imposing on marketers a new and constantly growing list of questions that go far beyond whether or how to use Facebook or Twitter.
"We're in a really interesting period of upheaval and chaos within the interface between travel suppliers and travelers," said Douglas Quinby, senior director of research at PhoCusWright and author of that group's new report, "Social Media in Travel: Traffic & Activity."
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