With customers becoming increasingly sceptical about the credibility of traditional sources of travel information and Social Media rapidly gaining acceptance as an alternative, this paper presents the first major benchmark of how Facebook (one of the leading Social Networks) is being exploited by hotel chains as a commercial tool. Using the Social Media Management Continuum as a framework, the study finds that few hotel chains are making effective use of this new customer communications and sales channel. Although many are present on Facebook, most are practically invisible and suffer from low levels of both activity and engagement.