What does it take for hotels to connect with Gen X and Gen Y travelers?

Bonnie Knutson answers the question, ” What does it take for hotels to connect with Gen X and Gen Y travelers?” 

“In marketing over time with the social media the way we’ve got it now and with the 24/7 online presence, the brand has lost control of the message. We can put it out there but the question is, is it believable? It is more than show me, it is make me believe! You can have the most wonderful website, you can have testimonials on there and if all of a sudden somebody goes to the JXY blog and talks about the JXY hotel and you have two people my age saying they had a bad experience, you have lost it all, and you have thrown that all away. One of the things hotels must do and this is true with any corporation, is monitor the online mentions and online presence in any of these review sites.”