What we can learn from each of these hotels is that, in the wake of an unexpected disaster, real-time, responsive communication is essential. These hotels were cognizant of followers’ concerns and swiftly allayed them with direct and transparent messaging. Each property addressed incoming questions received through each channel promptly and worked hard to broadcast the safety precautions they were taking. Finally, each hotel appropriately suspended any form of communication that was not relevant to the ongoing disaster and avoided any form of promotional or unrelated posts that may have been originally scheduled.