Everything old is new again.” Peter Allen penned those lyrics about fashion and fads, but it’s an apt description of the latest guest loyalty advances in the hospitality industry. Positive word of mouth among friends, family, and colleagues has always been hoteliers’ most coveted and effective form of marketing because it drives repeat business. The difference now is that those recommendations take place online. Social media channels such as Facebook fan pages and TripAdvisor have become the electronic back fences....