The Seekda Social Agent (SESA) will help the hotelier in dealing with the challenge to improve and maintaining his communication needs in a world with an exploding number of channels in order to maintain or better increase his market share (i.e., the number of bookings and the attached price) by keeping the related transactions costs for on-line communication and booking manageable. Organizations of all sizes, commercial and not-for-profit, regularly face the challenge of communicating with their stakeholders using a multiplicity of channels, e.g. websites, videos, PR activities, events, email, forums, online presentations, social media, mobile applications, and recently structured data. The social media revolution has made this job much more complicated, because:

• the number of channels has grown exponentially,
• the communication has changed from a mostly unilateral "push" mode (one speaker, many listeners) to an increasingly fully bilateral communication, where individual stakeholders (e.g. customers) expect one-to-one communication with the organization, and the expected speed of reaction is shrunk to almost real-time, and
• the contents of communication becomes more and more granular and increasingly dependent on the identity of the receiver and the context of the communication.