I think hotels need to acknowledge that social networking is a long-term commitment and devote the necessary resources to it. Too many create a Facebook or other SN presence and then abandon it. It’s about long-term relationships people!

I’m in the Caribbean island of Barbados which enjoys a tremendous visitor repeat rate so building long-term relationships with guests has always been important to local hotels. I see social networking as an on-line addition to what they’ve been doing successfully offline for years!