Survey Results from "Assessing the Industry – Hotels' Online Spend and Strategy Deployment"

Executive Summary

Forrester Research estimates that 32% of hotels‟ revenues come through online bookings. This includes brand.com bookings and those made through third-party websites such as Expedia and Priceline.

Click here to download the HSAMAI/VIZERGY Best Practices White Paper.

Forrester Research also estimates that the overall travel industry allocates 29% of its marketing budget to online, including search, display, mobile, social and so on. Travel allocates more of its budget to online media than any other industry. Approximately 62% of a travel company‟s interactive marketing budget is currently allocated to search engine marketing. This white paper dives deeper into the findings of what hoteliers are experiencing and how they are ensuring the most of their online investments.

Some of the most interesting highlights of this study include the following discoveries: An overwhelming 77% of the survey participants said their website traffic is growing and 70% said their website revenue continues to grow; 70% are seeing their greatest returns in online investments; 40% of respondents do not have a social media strategy; 73% said they use in house resources for their online marketing.