In a session titled "Voice of the Crowd on the Cloud," panelists noted that consumers, acting as "the crowd" on social media platforms, now serve as social and environmental responsibility watchdogs, holding businesses accountable for their actions. "The cloud gives the consumer a loud, amplified voice; companies are held to a higher than ever level of morality and accountability as a result," said Larry Hall, president and CEO of Trillium Services Group. Hospitality businesses were advised to use the same social media connections to mitigate consumers' concerns while building public trust. Roundtable participants addressed the pros and cons of in-house versus outsourced technology systems, suggesting that while outside contractors may deliver a better solution in a more timely fashion, hospitality businesses are advised to create an in-house technology team to oversee implementation and delivery of new services. One hurdle for the industry in technology implementation is its conservative outlook, participants said. Jules Sieburgh, of Jules A Sieburgh LLC, said, "Not legacy systems, but legacy thinking is what is holding us behind in the hospitality industry." When new technologies are implemented, hospitality businesses should not lose sight of the person-to-person interactions that define them, roundtable participants noted. Christopher Sanson of Code Union suggested the use of technology at "the pain points," specifically in the food and beverage industry where improvements are made in the back-of-house without directly affecting the front-of-house guest experiences. Read the full report at Cornell University