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Says Singh: “Both Facebook and Twitter have enormous online reach, especially among the tech-savvy travellers of today and are recognised by us as valuable information sharing channels.

The inherent design and usage of such social networking websites encourages interaction and engages both existing guests and potential customers.

Trident Bandra Kurla’s internet launch campaign alone resulted in approximately 1400 visitors to our website over a 21-day period. Apart from that, we had over 50 click-throughs to our website from a three-day campaign of Facebook updates and Twitter tweets.”

Today, hotels are increasingly present on such sites to connect to potential clients and listen to what customers are saying about them. Social networking websites give guests a platform to voice their opinions, upload pictures of their trip, share their experiences, and also works as a grievances portal.

The Four Seasons Mumbai claim they have seen an increase of close to 50% in their following since they started a Twitter account last month. “This is currently one of the most important tools for guest connectivity.

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By the presence of a social networking, not only are we updated, but also, we are constantly in touch with clients, which develops a great bonding between a guest and a hotel,” explains Dutta.

Agrees Aditya Shamsher Malla, director- sales, The Oberoi Grand, Kolkata, and also president, SKAL-Kolkata chapter: “Facebook cuts across all levels and age barriers – you’re more visible on a social networking platform. I use LinkedIn and Facebook extensively for announcing Skalleagues get-togethers across the network and talking about our various activities.

I also run two other groups – Hotel Professionals and Director of Sales and Marketing, on LinkedIn, where I receive suggestions on marketing techniques from other professionals. I find LinkedIn a good source for finding the right talent,it’s very effective for professional networking and yes, I have recruited people from there.”

Clarifies Das: “Social networking tools and media are a major growing presence in the online space and potent, especially for smaller and independent hotels. Failure to listen to and respond to social media can be devastating.”

Adds Ghosh: “Social networking helps expand the customer base quickly, and tells you what is good and not so good about your hotel. Loyal customers themselves become spokespeople of your hotel, and are often invited to experience new products and services before it is actually offered in the market place.”

Networking sites cut across barriers of demography and are a boon to the hospitality sector. Networking sites like Facebook, Twitter, Orkut, and YouTube are being used extensively by the hospitality sector because they help hoteliers to engage with followers and fans and share information that is of interest to them.

“Hotels are increasingly using social networking as a platform for marketing because it is an effective mean of direct communication with the guests, with better ROI. Some hotels are using social networking to spread information on special promotions, while others are creating communities whereby followers are invited to spark debates on how services could be improved. It has enabled the hotels to increase their business and enhance their relationship with their guests,” says Payal Sakhuja, founder, Ripple Links, Bangalore, a social media marketing agency that helps clients gain visibility in the social media platform.

Hoteliers are using social networking as a platform for marketing because it enables them to get in touch with the target audience directly. “Social networking is also used by hoteliers to generate leads and win successful clients. Also, through the use of blogs, podcasts, and twitter, chefs too can express their viewpoints and passions in an approachable and tangible way,” says Gunjan Goela, founder, Dilli Ka Khana, and food consultant with the ITC hotels in Delhi for Indo-Marwari cuisine.

The popularity of blogs is another aspect that cannot be under estimated. For hoteliers especially, blogs offer a solid interaction forum that can be used to read into their customers’ minds, resulting in a better understanding of customer requirements.

“This information can be used effectively by us to tailor product offerings to best meet the needs of those customers. Blogs help the hotel industry to build credibility and trust, and provide an insight into the hotel’s philosophy and personality,” says Ghosh.

Some blogs have staggeringly high levels of regular readership. “These readers are dreams-come-true for marketers because they represent a target audience, which is clearly already interested in a particular topic or niche. The reasoning behind this is that it gives the company more of a human face and strengthens the relationship between them and their customers. There are also benefits for small business owners in writing a corporate blog. It will provide an excellent channel of communication for to relay the latest developments regarding the company,” concludes Tarandeep.