Mashable has a nice roundup of how some major hotel brands are using social media to connect with their customers. As you might guess, concierge services and location-based loyalty reward programs feature prominently.
However, I was particularly intrigued by Marriott’s “Rewards Insiders” custom-branded online community (Hyatt does something similar on Facebook), which connects reward members to each other and the hotel by providing travel tips and stories.
Underlying all of this is the notion of “content.” To connect with and retain customers, hotels need to produce high-quality, useful information. Even small hotel properties can play this game, and of course, many are.