Though not every participant of the “Social and mobile: Where’s the ROI?” breakout session shared the same enthusiasm for this next great frontier in hotel marketing, they were able to agree on five key points during the rapid-fire, 60-minute debate. 1. Get in the mobile game Though the mobile category holds a relatively low percentage of a hotel’s total website traffic, the channel is growing exponentially, said Vikram Singh, principal and CEO of Evision. “People who aren’t investing in mobile this year are going to regret it for a very, very long time,” he said. Sometime between 2013 and 2015, more people will access the Internet using mobile devices than desktop or laptop computers, Singh said. Additionally, about 10% of all Google searches happen via mobile. “That should be a call to action for all hotels right now,” he said. Get the full story at