TripAdvisor survey reveals hotel websites most popular means of marketing
A hotel's own website is the most popular mean of promoting marketing deals to customers, according to a new survey from TripAdvisor.
Of the 791 hoteliers and bed and breakfast operators who took part in the TripAdvisor Accommodation Owners Survey, 75% said they use their own website to market their property, with 39% using e-mail, 25% opting for user-generated review sites and 22% using social media.
One fifth or fewer respondents use online travel agencies, direct mail newsletters, travel agencies and blogs.
The survey also highlighted that mobile marketing has become an increasing priority for hospitality operators, with 66% of respondents saying it is important to offer guests a method of booking via mobile devices. However, the numbers vary between property types with 75% of hoteliers saying it is important, while 62% of bed and breakfast owners feel the same.
Other trends revealed by the survey include the growth in marketing budgets, with 74% of all those surveyed saying they have a budget and 30% saying their budget in 2011 is bigger than in 2010.
Nearly three quarters of participants have a social media programme, with 71% citing TripAdvisor as the most effective social media channel followed by Facebook (16%) and Twitter (4%).
"The latest TripAdvisor Accommodation Owners Survey reveals that, whatever the future may hold, owners' marketing budgets have for now generally increased or stayed the same, which is an encouraging economic indicator," said Christine Petersen, president of TripAdvisor for business.
"Owners are placing great importance on online marketing, social media and mobile marketing, as these strategies become increasingly important for reaching discerning travellers online or on-the-go."
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By Janet Harmer
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