Before people book a hotel these days, what do they do? They check out what others are saying about it. Does the hotel have a Facebook page? How do they interact with people on their wall? What about Twitter? Do they offer a check-in special on Foursquare? And perhaps most importantly, how are their reviews on TripAdvisor? Gone are the days of people trekking down to their local bookstore (their what?!), buying a book about their desired destination and turning to the lodging section to pick a hotel.

With this in mind, would it surprise you to know that 25% of hotels are still not using social media? It certainly surprised us! A recent study by TravelClick found that, out of the six hundred hotels surveyed, almost one quarter of them are not leveraging social media to increase occupancy and RevPAR (revenue per available room).

It’s surprising because the benefits of making a hotel social go beyond increasing occupancy and RevPAR. A well-conceived hotel social media marketing strategy can help to extend concierge services, provide a personalized guest experience and to build brand ambassadors, among other things.

Check out our latest slide deck below or by clicking, “Social Media & Hotels: The Untapped Opportunity” to learn more.