New technologies have given consumers unprecedented power to compare prices, build or destroy a hotel's reputation and find the best deals. This shift in the balance of power in favor of consumers has been evident for some time, and has accelerated dramatically in recent years in the wake of the pandemic.

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Every human group works as a micro society. A company is a meeting place, where human interaction happens constantly. It’s a living organism that thinks, acts, generates and cultivates relationships, produces matter, energy and information. And all this happens through the word, the language. In short, through communication.