Social Media or Online Marketing can be a very valuable channel for an Hotel but only when it is used as part of an integrated marketing strategy.
Social Media or Online Marketing alone is not going to save your Hotel brand.
If you don’t have a hotel/brand objective for doing it, than why are you even considering it?
I think this kind of attitude is like a chimera.
The reason that most Online Marketing programs fail is because hotels do not understand the complexity of all the elements involved in digital marketing.
Before starting in Social Media, E Reputation, Web or E-mail Marketing, read these posts it will give you some ideas about what you can do or you must avoid.