In a white paper penned by Lodging Interactive President, DJ Vallauri, social customer service should be the ‘new normal’ for hoteliers looking to convert connected Millennials into loyal guests.

PARSIPPANY, N.J. – DECEMBER 11, 2014 – The hospitality and travel industry is seeing some of the largest increases in inbound messages on social media across any industry. Most messages are questions, complaints or comments sent by guests, potential guests and travelers that expect a nearly rapid reply. With hotels and travel brands failing to provide response rates and times to match this increase, the online reputations of many hotels hang in the balance, as many Millennials won’t hesitate to share their experience with your brand, good or bad, with the world.

So how do hoteliers position their properties to handle this shift from traditional customer service to social customer service?

Lodging Interactive’s white paper, A Social Customer Care Guide For Hotels: Essentials for how to actively listen, respond and engage on Twitter, outlines the call to action that Millennials, Generation Z and connected individuals alike have issued to major travel brands and tips for how hotels can successfully respond on social media, specifically on Twitter.

Written by Lodging Interactive Founder, DJ Vallauri, the paper outlines the use of social media by travelers, shares guidelines for implementing social customer care as a part of a property’s customer service initiatives as well as practical do’s and don’ts supported by real-world examples.

“Hotel management companies, general managers and marketing directors can improve guest relationships by taking advantage of the shift happening with customer service in our world today,” says Vallauri. “Hoteliers who understand that social media, Twitter specifically, is where travelers are looking for answers to their questions and solutions to their problems will be the ones that succeed. This white paper gives you a guide, a place to start.”

To get your complimentary copy of Lodging Interactive’s white paper, A Social Customer Care Guide For Hotels: Essentials for how to actively listen, respond and engage on Twitter, please visit the company’s website.

For more on Lodging Interactive, an award-winning digital marketing and social media engagement firm exclusively serving the hospitality industry, please contact [email protected].