Exclusive ITB Feature: Facebook head of travel Lee McCabe gave an overview what his company could do for the tourism industry.

'Well, my spouse hates me sitting around all day looking on my smartphone, but that's just how everybody behaves', says Lee McCabe, Facebook Head of Travel – and examples the immense rise in importance mobile devices have gained recently for people gaterhing information, including travel information.

At ITB 2014, McCabe gave an insight about how serious the social media giant takes the tourism sector and where Facebook does recommend tour operators, hotels and carriers to advertise: on Facebook of course! 'People wonder a lot about how social marketing is special – well, it is just marketing!' He recommended not to make a fuss about it.

'Five years ago we took notice how the behaviour changed and the usage of mobile devices for Facebook increased', McCabe pointed out. Everybody nowadays does own at least a smartphone.

Parallely, the growth in computer speed and server capacities mean that no information is ever forgot – including information about fare prices, good or bad travel experiences, weather conditions and so on.

Read the full story HERE, only at 4Hoteliers.com