Four Seasons looks at social media as an opportunity to make a human connection with its guests and fans. Although a single tweet did not suddenly cause the Four Seasons to jump on social platforms, a cold coffee anecdote is emblematic of the consumer behavior shift that occurred several years ago and has had a cascading effect ever since, according to an executive at Luxury Interactive 2014. The travel sector traffics in experiences, which are ephemeral and prone to subjective, sometimes hastily conceived, interpretations that force properties to be active on social media to address complaints when they arise. In addition to fixing frustrations, social media also acts as a vehicle for hospitality brands to showcase the people making the experience possible. Get the full story at Luxury Daily