So will social media emerge as the ultimate client-service channel for hotels? The rise in incidence would certainly support that argument.
But I would propose an alternative view. Social media is not supporting this increasingly digital customer-service exchange but rather the proliferation of handheld devices.
The nature of hotel apps from Marriott, Hilton and W Hotels vary, but the consistent thread is they allow for hoteliers to stay connected with guests, and vice versa—all while circumventing social media in their entirety.