
The population may not be getting smaller, but your ability to communicate worldwide can almost make it seem that way. Ninety-three percent of Americans expect companies to have an online presence, and a Web site alone isn't enough anymore. Guests go online to research everything from the cheapest price for hotels to reviews from past guests before making a reservation. And the bottom line is that your hotel cannot afford to ignore this growing trend, as over your head as it may seem (it's not). The point of emerging media is to build relationships with current and potential guests. In the offline world, brands spend millions of dollars and create loyalty for years. In the online world, consumers change loyalty almost instantaneously. You no longer need to spend millions to engage. READ MORE