Social media has leveled the playing field in the world of hotel marketing. Sites like TripAdvisor and Agoda have made it tremendously easy for customers to connect with small hotels, so most travelers no longer default to hotel chains with immediately recognizable names. Social media also offers boutique hotels an unprecedented opportunity to connect with customers based upon mutual interests­­ in art, fashion, or design, for instance inspiring loyalty before the guests even walk through the door. Of course, big multinational hotel chains also benefit from social media. With more resources, they can conduct more extensive campaigns, host special promotions, and stay in contact with broader audiences of former and prospective customers. Get the full story at Smart Insights