Robert Cook, former CEO at Malmaison and Hotel du Vin, speaks about these two companies embracing new media. They are still finding their footing when it comes to these technologies, but this is the case for most businesses. Robert explains that they have invested in a social media department to stay connected to all their customers.

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This is all to get a broader reach, a company can be quite leading edge with relatively little expense. Blending the hotel experience with this new online media channel is what is really going to work in hospitality.