In early October, Facebook, Facebook Messenger, Instagram and WhatsApp all went down at once—and stayed down for quite a while. Big yikes.

For some who rely on the platforms as a way to communicate with customers, it created a disconnect and disruption to their usual operations, travel companies included.

In these strange and ever-changing times, many people are changing industries, in addition to welcoming less-experienced folks to their teams. With all these revolving doors, it's important to remember all the considerations that should go into bringing a new employee onboard.

One of the things I love most about the tourism industry is that it's not just made up of huge corporations. Sure, people travel the world to see tourist attractions like the Eiffel Tower or the Great Wall of China. But those of us in the industry know the real truth—this industry is mostly made up of small businesses. In fact, over 90% of tourism businesses are considered small businesses by the SBA definition.

Instagram is one of the biggest and busiest social media platforms. Of the over one billion monthly active users worldwide, 80% follow brands—making the platform very attractive to marketers.

"We love our customers, and they obviously love us. They keep coming back, again and again!"

Who doesn't want to be able to say that? And, if that is the case with your organization, let me ask you this question: Do you know why they are coming back?

Not to be a "downer," but we shouldn't confuse a repeat customer with a loyal customer. They are not the same.