Online Marketing Survey Reveals Mobile Among Top Priorities for Hoteliers

According to TripAdvisor’s latest Accommodation Owners Survey, owners cited online marketing: SEO, SEM and banner advertising (63 percent); social media (39 percent); mobile (27 percent); email marketing (22 percent); and paid listings on user-generated review sites (17 percent) as the top areas in which they would prefer to increase spending.

With mobile marketing a major focus for owners, 84 percent of survey respondents said it is important to offer a program that allows travelers to book their inventory using mobile devices. However, the results varied by property type: 92 percent of hotel owners, 77 percent of B&B owners and 77 percent of innkeepers said a mobile marketing program is important.

Marketing Budgets Stable or Growing

Of the survey respondents with a marketing budget, 34 percent said their overall marketing budgets have increased this year, 49 percent said their budgets have stayed the same and 17 percent said their budgets have decreased.

What are accommodation owners’ greatest marketing expenses? Online marketing: SEO, SEM and banner advertising (31 percent); dues and subscriptions (16 percent); and online travel agency (OTA) commissions (12 percent) were lodging businesses’ top expenses, according to the survey.

Owners Use Social Media to Reach Travelers

Of the survey respondents with a social media program, the majority (60 percent) said that TripAdvisor is the most effective social media site for marketing their properties. Facebook (22 percent) and Twitter (16 percent) were the next most effective sites for marketing their properties, according to owners taking the poll.

The top reasons owners cited for using social media were posting deals/special offers (54 percent), answering customer care questions (48 percent), promoting events (40 percent), sharing general industry news (26 percent) and promoting contests (18 percent).

Survey respondents cited industry research/reports (46 percent), competition (30 percent) and marketing from social media sites (24 percent) as the top three factors in their decision to use social media as a marketing tool.

Top Deals and Distribution Tactics

According to survey respondents, most owners (76 percent) use their property website to market deals to potential guests. Email (52 percent) and social media (44 percent) were the next most commonly used methods for marketing deals, followed by user-generated review sites (25 percent) and online travel agencies (21 percent).

More on: www.prnewswire.com

3 thoughts on “Online Marketing Survey Reveals Mobile Among Top Priorities for Hoteliers

  1. Once a guest makes their reservation the use of strategic relationship building can lead to incredible increases in dollars per guest during the stay and for a long time there after.

  2. Makes sense. When traveling most people are quicker to rely on their phone for further information on making decisions on where to stay. They’d be silly not to. Currently working to build a mobile app with my company in the credit space, exciting times!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s