Its rare to find a customer who has not researched about the destination or hotel without leaving his / her chair. Such armchair travel has led to a spurt in information dissemination. What started as press releases and travel videos graduated to fancy brochures and then websites. Now, its the age of collaboration and user generated content. The information dissemination is now firmly in the hands of the customer.
Brands that embrace change do better than brands that try to resist the inevitable.
Customers are talking about Hotels to their friends and family. These conversations are happening offline, and publicly, online on Facebook, TripAdvisor and other sites. This Wisdom of the Crowd is changing the way hotels get business.