This ebookinvestigates the ways in which social media is currently impacting and will likely continue to effect the tourism and hospitality industry. The expansion of social media means that geography no longer isolates customers from other customers. User generated content on TripAdvisor is a powerful tool. Travellers use it to choose hotels or restaurants based on reviews by past customers. Employee communities are bringing employees of multinational companies together. Team members share best practices on sites like Hilton's H360 and Hilton builds a strong culture amongst its team members. Team members also participate in worldwide contests, showing their outcomes through photos and videos posted on the site. Social media is changing how people communicate, participate, and collaborate. This ebook provides a glimpse into how social media is used should be used and will be by travellers and travel related companies across the globe.