“The travelers’ journey has taken major turns in the past years. Think about how digital media has transformed the booking window,” said Jason Lee, senior director of online product and technology for Travel Media Group. “What’s cool about social is that it provides this inspiration to travel.” He said that 45 percent of travelers encounter hotel social media during the beginning of their booking journey, 45 percent encounter it during the middle and 11 percent at the end. “Not having this optimized or available as part of your channel hurts your chance of getting conversions but also getting direct conversions,” he said. Lee said the two platforms hoteliers must have as part of their strategies are Facebook and Twitter. Get the full story at Hotel Management