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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.
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.