In the era of online travel agencies, hoteliers can’t afford to turn down chances to control new distributions networks, especially when those channels are as explosive as social media. That’s why forward-thinking hoteliers are getting in the game now, conducting complete bookings through popular social media engines like Twitter as well as real-time chat.
“With Twitter, we’re able to see how consumers are reaching out and what type of conversations they are having with us. One of the big subject matters is reservations,” said Piper Stevens, director of social media for Loews Hotels & Resorts. “[The conversations were] not necessarily about booking, but wanting to modify reservations, confirm reservations and just inquire about different properties. We felt like there was enough momentum in that area to take it a step further and see if people would be willing to book via Twitter. It’s a great opportunity to drive revenue, because the conversation is so public and can really grow awareness.”