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In less than a decade social media has revolutionised many businesses around the world, and the hotels and hospitality industry has certainly benefited from using platforms such as Twitter and Facebook to attract, engage with and convert travellers into prospects and customers.
Naturally, there’s a flipside to the all of this, too. Hotels are especially vulnerable to bad reviews and negative word-of-mouth – reputation can be crushed with a series of one-star reviews, particularly if they’re ignored.