Social on the Strip: MGM Grand Bets on Social Media Marketing

The impact of social media on travel seems undeniable, if not always clear. According to PhocusWright's Social Media in Travel: Traffic & Activity (March 2010), nearly nine in 10 visitors to a hotel Web site in 4Q09 visited a social network in the same month. More than one in four online travelers also said that content from social networks is influential in their travel planning process. Is the remarkable rise of social networking a fad, frenzy or long-term opportunity for meaningful referrals and transactions? How should hotel marketers respond?
Engaging in social media is no longer optional for travel companies- but what, exactly, should a strategy look like? In this case study, we take a behind-the-scenes look at how the MGM Grand in Las Vegas launched a creative, financially successful social media campaign during risky economic times.