With the rise of social media your brand is being talked about more than ever before, how are you engaging and listening to those conversations? If someone is complaining about their trip do you know about it? If so are you addressing it? You should be otherwise you’ll be looking at media coverage like the recent Guardian article.
Here are some tools I love using:
Google Alerts (oldie but goodie)
BoardTracker.com (to monitor discussion boards and forums)
Backtype (to monitor blog comments)
Technorati (monitor blogs)