Social media has long been viewed as a low ROI gimmick in hotel marketing, but as it becomes the de facto face of companies and hotels it has left the role of just being a channel to existing in and of its own. 

The changes, the importance and which platform to focus on. What is happening and what will change. How to get an edge on the others in the name of incredible service. 

New channels are created, existing ones are changing, how to keep up with the changes and what are the important evolutions versus the buzzword features requires an big picture view with a pragmatic approach.