Social media is set to have a big influence on hoteliers with one in three (34.8%) pledging the biggest increase in their marketing spend in the area.
One in five (21%) plan the biggest increase in their marketing budget in GDS advertising and mobile with almost a fifth (18.8%) opting to put the largest increase of budget into search engine optimisation.
Hoteliers believe that both Google Hotel Finder and Facebook Graph Search are poised to positively impact their revenue per available room (RevPAR) according to a survey by hotel market intelligence provider TravelClick.
Almost half of respondents (45.7%) believe that Google Hotel Finder will most positively impact RevPAR with more than a third (35.5%) supporting Facebook Graph Search as the most positive impact.
Conversely, nearly a third of hoteliers showed concern that mobile app Hotel Tonight may have a negative impact on RevPAR.