The paper analyses the possibilities that hoteliers have to create and maximize the social value of their online platforms, in terms of their functionality and usage, in order to improve sales and increase hotels' performance. It also discusses the opportunities that hotel managers can take to improve the hotel online decision-making strategy to convert more effectively visitors into actual customers. Although social value creation of online platforms has been well researched in the specialized literature, recent research has not examined the ways the online social value can be maximized and put into effective commercial use. The paper reviews the dimensions and characteristics of the hotel online environment by integrating literature analysis and field research practices. It employs the analytic hierarchy process method to analyse key elements of the hotel online environment that can serve as a focal point for value creation. The literature review and field research conducted pinpoint three possibilities of creating online social value: (a) building online trust, (b) ensuring high quality of the online service, and (c) providing effective online communication experience. The paper results have given deeper understanding regarding potential areas of the hotel online environment where social value can be obtained. They prove applicability of the analytic hierarchy process method for evaluation and selection of strategies for online social value creation. At the same time, the paper provides new valuable insights to hoteliers, which might support their decisions to improve the business by proactively incorporating strategies for online social value maximization.

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