Last year we saw big mergers between hotel brands and the push for direct bookings as two major trends—and those don’t seem to be going out of style anytime soon. From social media to personalization, here are six growing hotel trends to pay attention to this year: 1. The Rise of Mobile Search According to our latest hotel report, From Search Engine to Booking Engine, mobile makes up 20-30% of hotel searches on any given day, and mobile queries for hotels are experiencing up to 23% year-over-year growth, depending on the hotel segment. With mobile being key in the hotel guest’s path to purchase, it’s important to have an effective mobile strategy, from a mobile-friendly website to advertising in engaging formats, to ensure these mobile searches turn into bookings. Get the full story at Sojern