Hotel companies' social media outreach is becoming increasingly sophisticated. CitizenM Hotels gave away 400 rooms ahead of the opening of the CitizenM Glasgow, Scotland, in exchange for feedback. When the hotel fully opened it was already number one on TripAdvisor and trending locally on Twitter. For Shangri-La Hotels & Resorts' 40th anniversary, more than 20,000 fans on Facebook took part in a special on-property offer, generating 60,000 new fans (a 67% increase) and more than US$1.4 million in incremental F&B revenue throughout the group.
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