“I think it’s (advertising on social media) a waste of money for most people right now. Nobody likes to be interrupted in the middle of a conversation whether it’s offline or online with social media,” Fogel said. “People recognise that you are trying to sell something and they don’t like it.”

Instead of pouring money into social media, companies should look to improve the hotel experience, Fogel told delegates.

Social media can then become an ambassador for their property. “Social media is a great way to get it past around that you have a great hotel. Trying to force it doesn’t work,” he said.

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