In fact, many hotel organizations allow customers to make bookings through social media websites by providing them with links on these websites which redirects customers to a webpage where they can book a room. Besides that, the highly interactive nature of social media websites like Facebook contain many unique and interesting features that make the interactions between the hotel organizations and the customers become more interesting and more efficient (McCarhty, Stock and Verma, 2010). For instance, the ability to share videos on social media websites has motivated hotel organizations to launch video campaigns on social media, and when these campaigns are done well, they will be able to create better guest engagement. Social media also helps hotel organizations create an environment whereby word of mouth is spreads and when positive, this word of mouth serves as a positive boost to the image of the company and this improves marketing efficiency (Lovelock and Wirtz, 2011). .
3.0 Trend of Innovative Technology.
Another trend sweeping across hotel organizations these days is the use of technology and there are various technologies which are being used to improve the way that hotel organizations function (Piccoli, 008). An increasing number of hotel organizations are realizing that an efficient and timely deployment of state of the art and new IT applications are helpful in providing opportunities for enhanced guest services in order to satisfy the increasing expectations of customers (Law and Jogaratnam, 2005). These hotel organizations recognize that advanced technology in the form of information systems, for example, help improve the efficiency of the entire processes in the organization by improving cost control, by helping the management devise more effective and efficient marketing strategies as well as bringing about new opportunities of these organizations (Law and Jogaratnam, 2005; Piccoli, 2008).
