The Role of Social Media in the Hospitality Sector

4,210 views · Published 8 April 2011 · 2:55 · Indexed 31 October 2026

Channel: IESE Business School · 2011 · Education

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Hotel and travel companies need to understand that today's skeptical customers see straight through biased marketing efforts, says professor Peter O'Connor. He urges the service sector to develop a social media plan: monitor what is being said about you online, establish an online presence and then engage as a member of online communities. It is time-consuming, he says, but essential.

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