Here is someone acknowledging that trend, accepting it and creating a branded outlet for it.
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A mix of customer-generated media and non-traditional Fairmont content, the new site will serve as a virtual gathering place for Fairmont guests, colleagues, and others and be an interactive environment where fans of the brand can post photos or video from a memorable trip, participate in exclusive polls and contests, access exclusive hotel and destination content, and engage in dialogue with other site users about their Fairmont travel experiences.
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