In this scenario, hoteliers should try to develop an authentic storytelling on different channels (i.e. respecting channels’ characteristics) stimulating exogenous eWord of Mouth and attaching call to actions as the ones above; additionally they should monitor and eventually try to stimulate social media activities from guests (endogenous eWord of Mouth), where real and authentic experiences do came up in different social media (again respecting channels’ characteristics) with the aim of generating conversions.
As Seth Godin said, it is time to get off the social media merry-go-round thus entrusting social media with a form of commerce that intercepts authenticity, and connects to the lifestyle of customers.