Today’s era of the “connected customer” — the vast world of online reviews combined with growing social media use provides unlimited risk and reward for the Hotel world.

There are different ways in which men and women approach social media. Both groups look for contrasting elements on these platforms, and use them for varying purposes. Generally speaking, men tend to use social media in order to promote more business-orientated content. For example; 24% of US online male adults use LinkedIn, compared to 19% of women. That being said, women now make up close to half of business travelers, and are more likely to base travel plans on reviews. The current percentage of female business travelers in the US is up from 43% in 2003, approximately 25% in 1991, and less than 5% in the early 1970s, just over 40 years ago. Read More