The marketing landscape has drastically changed in recent years, due in large part to the popularity of social media.

Hotels across the United States have picked up on the trend, tailoring their marketing strategies around online platforms such as Facebook, Instagram and TikTok.

"Over the past few years, in my opinion, it's revolutionized the way we have to do our brands' marketing," said Sarah Crowe, corporate director of marketing and communications at Twenty Four Seven Hotels. "It's fundamentally changed the way we connect on a personal level and the way we connect on a business level."

According to a study done by Pew Research Group, 72% of U.S. adults consume some form of social media on a daily basis, up from 50% in 2011 and 5% in 2005.

With the majority of eyes in the U.S. glued to screens with catered content, the advertising world has also shifted to where consumers consume.

"It's really about trying to blend it into being an omni-channel environment where you move people from various places ... so they can get the full picture of your property or your business," said Kathryn Barrett, vice president of revenue and digital strategy at Dream Hotel Group. "It's been an instrumental tool for lifestyle hotels that really need to differentiate themselves from our branded competitors."

Read the full article at HotelNewsNow (part of CoStar)