Hoteliers are seeing the benefits of online advertising as it increasingly drives bookings through property websites, according to a survey by hotel market intelligence provider TravelClick, and as a result, they are ramping up the marketing spend in the area.
Two thirds of the hoteliers polled (65%) are now spending on Facebook advertising, and almost a fifth (23%) has increased their Facebook ad budget for this year. Online marketing spend is a growing trend with three quarters of the surveyed hoteliers (75%) spending on metasearch and within that, a third are increasing that spend for this year. Similarly, more than four in every five hoteliers polled (83%) invests in ad words with one in three 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%) of respondents singling out the travel review site. Both Facebook and Google+ were also named as sites which drive bookings.