Social media has also had a big impact on the hospitality industry and the way people communicate with sector players. Consumers are now broadly cognizant of the various trip advisor tools they could use online to research holidays, hotels and leisure activities, but they are also increasing the use of Facebook and Twitter to search for information. Hotels’ online reputation is of critical importance and directly concerns daily operations, so this is no longer an issue to be addressed by marketing departments only. Hotels need to integrate social media monitoring activities with hotel management systems to ensure they respond promptly to consumers’ requests and comments.