The Role of Social Media in the Hospitality Sector

Interview with ESSEC professor Peter O'Connor

22/04/2011

Hotel and travel companies need to understand that today's skeptical customers see straight through biased marketing efforts, says ESSEC 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.