It is no secret by now that employers, including those in the hotel- and hospitality-related industry, continue to be hit with the legal tsunami that are class action lawsuits. Hotel employers are especially vulnerable, with limited defenses, when it comes to wage and hour lawsuits, where a large class of employees allege that their employer failed to pay minimum wage or overtime compensation. That vulnerability has been increased recently by the current economic climate, where employers look for ways to cut certain employee-related costs, and by advances in technology (e.g., the use of Blackberries) that make it more difficult to monitor working hours and activities.

Last year was a tough year for everyone. For this reason, it doesn't matter what industry you are in, everyone had to make significant changes, including those within their sales and marketing teams. Joint ventures, partnerships, creative marketing and networking are just a few options for the next generation of companies striving to meet demands in the working world as we transition into a new decade. These collaborations, if executed effectively are an opportunity for both small businesses to band together to take on the goliaths of an industry as well as an opening for large companies to capitalize on some of the streamlined methods utilized in smaller organizations.

Still in its infancy, social influence marketing is growing up quickly and at Trump Hotel Collection, we jumped in with both feet, adding social networks to the arsenal of marketing tools we employ for our hotels. Within the past year, we have established Twitter and Facebook accounts for Trump Hotel Collection and several of our individual properties highlighting our hotels, restaurants and spas. Strategically, this makes sense, and this article addresses the reasons why we do it. It also provides a case study of Ivanka Trump's very successful Twitter account which, at this writing, is edging toward one million followers.

The competition is fierce. New hotels open each day, older ones undergo renovations and everyone in the middle is vying for the attention of the media as well. Whether a small boutique hotel, large chain hotel, far off country estate or a city center business hotel, one thing remains true across the board. In order to garner your desired media attention, you need a story. Through creating unique guest experiences, offering value, targeting appropriate media outlets and fostering relationships with the media, success will be imminent.