Resort marketers are using reviews from guests to influence potential customers more than ever now. USA Today's review of The Four Season's new website focused on their focus on social media and user reviews. Why?

Here, Four Season's VP Marketing Susan Helstab shares "In a Four Seasons survey, 33% of guests rate TripAdvisor "very to extremely influential" in their selection of a luxury hotel. In its research, the Toronto-based hotel operator also cites these stats from consulting firm e-tailing group: 92% of internet users read product reviews and 89% say that reviews influence their booking decision."

In this blog post, our own Dave Gibson, shares a discovery process that started with a post from Guy Kawasaki gushing over the resort he just stayed at, and ended with a few new gems for resort marketers.

Read Dave's Post on Social Media Marketing & Leveraging Guest Reviews