For the month of February, Engagement Labs sorted through two of its proprietary data sets to see which hotel brands did the best job engaging, impacting, and responding to consumers both online on Facebook, Twitter, and Instagram, as well as offline. Bryan Segal, CEO of Engagement Labs, says the value of these rankings underscores the importance of social channels and offline conversations to hotels in terms of generating brand awareness, engaging directly with their guests, and translating that dialogue into bookings. “Social isn’t just a fad,” Segal tells Skift. “It’s a really important channel in terms of driving return on investment. Brands care about what people are talking about. Word of mouth, online or offline, is a huge indicator of sales.” He says that because social channels are about offering brand ongoing opportunities to engage with consumers, it gives hotel brands the ability to add more of a “persona.” Get the full story at Skift