HOTELS Interview: How Starwood manages social media | hotelsmag.com

With traditional hotel-call-center booking volume decreasing, Starwood Hotels & Resorts has partially repurposed its teams in locations around the world to engage guests in ways that go beyond taking a reservation. While Starwood hotels still send more than 9 million calls each year to customer-contact centers, a small portion of its team has been retrained and redeployed to focus on customer service.