The main objective of this work is to analyze the categorization and communication of hotels in social media and internet sites, this allowed to verify if the establishments that demonstrate better communication strategies and more interaction in the social media obtain the best rating in hotel search engines. Considering that the use of technologies is relevant in the commercialization of the hotel industry, it seems to be crucial to analyze how hotels can use them to communicate with customers and obtain their loyalty. Domestic tourism - foreign tourists and domestic tourists according to UNWTO (2010) - in the department of the Atlantic has shown permanent growth, to maintain and exceed these achievements, it is significant to examine substantial aspects that influence in the recruitment and loyalty of potential customers.
Tourism is an important reference in the economic development of Barranquilla, capital of the Department of the Atlantic, according to the Tourism Information Center CITUR (2016), the department received 153000 international passengers and almost 1.3 million domestic passengers in 2016, increased from 140 hotels in 2012 to 187 in 2016, the growth of international passengers increased from 5% in 2012/13 to 14% in 2015/16, in relation to domestic passengers went from 15% in 2012/13 to 6% in 2015/16.
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