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The social media platform formerly known as Twitter (recently redubbed X) launched as a town square of the internet.<\/p>\n
But it also became a nifty tool for travelers to leapfrog ahead of long phone wait times to lodge customer service complaints, change reservations or rebook flights.<\/p>\n
The X platform’s functionality moved in a different direction under Elon Musk’s ownership, which began last fall. Musk took a lax approach to moderating and removing controversial content \u2014 driving more than half its top 1,000 advertisers like Coca-Cola, Jeep and Wells Fargo away, CNN reported earlier this year<\/a>.<\/p>\n Under Musk’s ownership, users of the platform must pay for verified status, leading many organizations and high-profile users to give up that once-coveted blue checkmark. That threw cold water on the brand’s future as a communication and customer service utility.<\/p>\n The X platform’s future use as a public utility grew even more chaotic when Facebook and Instagram parent company Meta launched a direct competitor, Threads.<\/p>\n A little more than a month into Threads going live, we’re curious about how hotel companies are viewing the platform. These are still early days as far as social media lifespans go, but it’s apparent many a company (and influencer) at least seem curious about the burgeoning platform: Threads already has roughly 122 million users<\/a>, compared to about 541 million users<\/a> for its 17-year-old direct competitor.<\/p>\n So are hotel companies taking it seriously?<\/p>\n Hilton appears to be the most active hotel company on Threads through a mix of humorous posts, announcing a new recipe for Doubletree’s famous chocolate chip cookie and banter with Paris Hilton (another active user on the burgeoning social media platform). There was even a furry friend takeover<\/a> account by Norma the dog (who acquired fans like Paris Hilton<\/a> and chef Jos\u00e9 Andr\u00e9s<\/a> in the process).<\/p>\n But there is more than fun and games in store for Hilton’s presence on Threads.<\/p>\n