“Facebook is still the main platform that we use to engage with our audience,” said Nancy Deck, VP of marketing for full-service brands at Hilton Worldwide. “We have actually continued to see steady growth for DoubleTree by Hilton on the site.” “Facebook is a very important channel still,” said Felicia Yukich, social media and marketing manager for Four Seasons Hotels and Resorts. “But it’s very important to be in all channels. The people who will win are those who are integrating these channels together.” According to data from social media monitoring company Socialbakers, the number of monthly U.S. Facebook users fell by nearly 1.4 million in early December of last year. But the platform is still growing, just at a slower pace, said Douglas Quinby, principal analyst at PhoCusWright. Rather than labeling Facebook’s slowed growth as a sign of fatigue, Maria Miranda, creative director at Miranda Creative, said the platform is behaving much like any other media: It’s maturing. “(We’re) not seeing ramp-up growth like the second half of the last decade,” Quinby said. “What we are seeing now is a platform that is becoming mature and sophisticated, and the users (are becoming sophisticated too).” Get the full story at HotelNewsNow Read also "Facebook is not alive and well for hoteliers, and fluff articles like this are damaging to our industry" at Hraba Hospitality Consulting