Power plays a significant role in Web interactivity. Traditionally, marketers had control over their communication channels as they created and distributed messages to consumers through offline platforms. As a consequence to a shift in adoption in technology, marketers now create content online and engage their audience on social media platforms. This study outlines the rationale behind tourist motivation to increased usage of social media followed by an overview of shifts in technology adoption. In addition, implications for hospitality marketers are highlighted in view of reshaped practices following the social media revolution.