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Hotels ahead in adopting social media marketing strategies

July 27, 2010 | Hospitality Industry

According to a HSMAI study, nearly 70% of US hoteliers reported online was the marketing channel with the greatest return on investment, and the majority are using a variety of online channels to reach potential customers, including 69% marketing via social media.

The travel industry is no laggard in online advertising. According to a white paper from the Hospitality Sales and Marketing Association International (HSMAI) and online marketing services company VIZERGY, travel puts more marketing budget toward digital than any other industry.

Nearly 70% of US hoteliers responding to the April 2010 study reported online was the marketing channel with the greatest return on investment, and the majority are using a variety of online channels to reach potential customers, including 69% marketing via social media.

They are also ahead in their usage of that tactic: 60% told HSMAI and VIZERGY that they had a social media marketing strategy. While social marketers of all stripes recognize the importance of a strategy, across all industries research suggests only about half of companies have a social strategy.

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