The Role of Social Media in the Hospitality Sector

Interview with ESSEC professor Peter O'Connor


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.