A strong social media presence is also a necessary component of an attractive digital presence. In the hotel world, Facebook communities dwarf Instagram communities in size but only hold slight leads in engagement, therefore making a cross-channel push to drive consumers to Instagram would result in more engagement, and consequently more loyalty. Hotels are behind on emerging platforms; L2 observed only four brands to be active on Snapchat and only four on Periscope. Both platforms are popular and growing among the same young consumer base likely to rely on home-sharing services and OTAs, making them desirable targets for hotel brands. Brands also lag behind on mobile sites; consumers frequently switch from mobile research to desktop to complete booking. Only 16 percent feature UGC on property pages, 34 percent have an option to reserve a restaurant and a minuscule 4 percent offer curated experiences. The latter two failings in particular give competitors, including Priceline’s OpenTable, a chance to steal potential revenue from the hotel. Get the full stoy story at Luxury Daily