Real time marketing and providing content on an ongoing basis will dominate the industry. Although it would be unwise to discount the impact of traditional marketing, real time marketing must take place on a regular basis and incorporate guest-generated content, especially via social media. This must be a crucial component of the marketing mix. Think of your property’s Facebook page as a second website with the option for guests to contact hotel staff and make reservations. At RAR we use a Facebook app provided by buuteeq, one of our digital marketing providers, that pulls information about the property from the hotel’s website onto its Facebook page. This app also provides a link through which guests can book a room directly on the property’s website. Facebook pages also need to take advantage of custom apps that can highlight a hotel’s unique features, characteristics, and charm. Whether it is Facebook or another social media outlet, guests should be able to contact the hotel with an expectation that they will receive a response in a timely manner.