S ocial media is all around us. The digital age is growing faster and quicker than many have expected. It has begun to reach an ever-more important stage in both our private and professional lives. In that, it has become a must for service industries, including hospitality, to join this movement. Customer awareness and customer loyalty, being two of the most imporant sales-criteria in the hospitality business, can successfully be achieved and transformed into leads, as only 14% of internet users still trust traditional advertisement and more than 90% trust online peer recommendations. Nurturing your online community therefore was never more essential.