BELLEVUE, Wash. — As many hoteliers work to ramp up their social media programs, one of the best recognized OTAs is shifting its strategy towards social, too, reports

According to an interview with Sarah Keeling, social media manager at Expedia, the travel industry is a late adopter of social media and Expedia is stepping up to provide customers with continuous brand engagement via Facebook, Twitter and blogging. “The way I categorize it is: we are coming from an information age and moving to a recommendation age. Years ago it was fine and even helpful for companies to share their information in one-way output …. But people are now interacting differently,” Keeling was quoted as saying by

To start, Expedia is focusing its efforts on a new “Find Yours” campaign that creates a partnership with bloggers in various U.S. cities so they can write city guides.

For more on Expedia’s focus shift, visit

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