86%. That's how many Gen Z and millennial travelers use social media to research, evaluate, and ultimately decide where to book their stay. Not Google. Not OTAs. Not word-of-mouth. Social media. That number should make every hotel owner, resort developer, and hospitality investor pause. For years, hotels treated social media as a supporting channel. A place to post festive greetings, room photos, brunch offers, and the occasional influencer visit. It was useful, but rarely ce