Social media is one of the most powerful forces driving the hotel industry today, playing a key role in the consumers travel experience from planning their trip to posting photos, updates and reviews of their vacation. The hotel industry depends heavily on word-of-mouth and the spread of opinions, and social networks provide the ideal platform for this. 81% of travelers said reviews were important when choosing a hotel. 70% of consumers said travel reviews had the biggest impact on their purchasing behavior. 43% of hoteliers believe that social media produces some of the highest ROIs. 40% of travelers post reviews. 38% of U.S. travelers use social networks to share their experiences while traveling. Social sharing has a huge influence on travel bookings. Of those who used sites like Facebook, Twitter, TripAdvisor, Google+ and LinkedIn to research travel plans: 52% changed their original plans. 33% changed their hotel. 10% ...