I attended a hotel conference a few weeks ago and I was lucky enough to be part of a panel on social media and online marketing. Now picture the room I faced. About 70 hoteliers, mostly from independent hotels from Western Europe, and not one of them were convinced by social media and had no understanding as to why they should focus a large proportion of their marketing spend online. So say the room was full of sceptics was an understatement. However, by the end of the workshop, almost all saw that they were missing out in a big way. So, the inspiration of this post was to try and share with you some of those jaw-dropping facts which really turn people’s heads. People truly believe marketing through social media is a fad and brings no value – but let me tell you, it’s anything but a fad.