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Will Social Media or Hotel Apps Dominate Customer Service in the Future?

Excerpt from HotelNewsNow

Jan 26, 2014 11:00 am

Skift Take

Social media and hotel apps are increasingly blending as people access social media on mobile, and apps incorporate sharing tools. There will be less dichotomy, more fusion.

— Dennis Schaal

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The Hilton Worldwide app enables users to check their HHonors points balances. Hilton Worldwide


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.

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