Hoteliers are seeing the benefits of online advertising as it increasingly drives bookings through property websites. As a result, they are ramping up the marketing spend in the area, according to a survey by leading hotel market intelligence provider, TravelClick.
Two thirds of the hoteliers polled (65.93 per cent) are now spending on Facebook advertising, and almost one fifth (23.08 per cent) has increased their Facebook ad budget for 2014. Online marketing spend is a growing trend with three quarters of the surveyed hoteliers (75.82 per cent) spending on metasearch and within that, a third are increasing that spend for this year (31.87 per cent). Similarly, more than four in every five hoteliers polled (83.52 per cent) invests in ad words with one in three (31.87 per cent) increasing that spend for 2014.
When asked which social media channels drive the most bookings to their property websites, the overwhelming leader was TripAdvisor with more than three quarters (78.02 per cent) of respondents singling out the travel review site. Both Facebook and Google+ were also named as sites which drive bookings with 10.99 per cent of hoteliers selecting each of social networks.
Survey was carried out by TravelClick on 21 and 22 May and was completed by 91 hoteliers worldwide.