CBS News recently published a great article highlighting how social media enables the sharing of stories about travel experiences that influence travelers decisions.
"Social media and travel are a perfect fit, because they both are built around this idea of sharing experiences and storytelling," said Mary Madden, a senior researcher at the Pew Internet and American Life Project in Washington, D.C. "Content, whether that's a blog post about your favorite restaurant or the story from your latest trip to Greece and photos of that trip, is a form of social currency that you share with other people who frequent your social media space."
It is clear that the travel industry has no choice but to fully embrace social media. And to monitor and participate in the conversation as users increasingly rely on it to make decisions that could ultimately make or break a hospitality brand.
"...a recommendation from a Facebook connection or your Twitter feed may feel more trustworthy and less random than something you stumble across on a Web site - even when the tweet or Facebook message is from someone you don't know."