With an expected additional 1.1 billion new users set to adopt messaging by the end of 2018, for a total of 3.6 billion users, it’s clear that messaging really is the new social media. Why? Because they’re realizing the importance of messaging to building loyalty, increasing guest engagement, and enhancing the overall guest experience. And what better way to continue making inroads in getting more guests to book direct? The different methods by which hotels are choosing to message with guests, while they all fulfill the same objectives, also show different benefits and potential downsides, however. Get the full story at Skift Read also "Microsoft CEO: Chatbots will ‘fundamentally revolutionize’ computing"