The Hospitality Sales and Marketing Association International (HSMAI) Digital Council recently conducted a webinar that featured the results of the HSMAI Digital Marketing Benchmark Study. Here are some of the key takeaways for hotel marketers: 1. General web traffic results - 51% of hotel websites generate 10,000 visitors per month or fewer, and 25% generate 10,001 – 25,000 page visits per month. These figures can act as a benchmark to help you assess exactly how well your hotel’s website is performing. 2. Web traffic from search engines results - Search engines generate a significant amount of web traffic for hotels, especially with 28% of respondents stating that over 60% of their total traffic is through online search. Overall, 69% of respondents said that at least 30% of their total traffic came from search engines – really driving home the usefulness of SEO for hotels! 3. Mobile traffic results - A lot of web traffic is coming from mobile users BUT there’s a large drop off when it comes to actually booking! A whopping 62% of respondents said that mobile bookings only made up 5% or less of their total bookings, a main reason being that many shoppers (almost 50%, according to Google research) start researching a trip on their smartphone but then book using another device. 4. Direct website bookings and digital marketing spending - 33% of respondents said that over 30% of their total bookings were done directly on their own website, while 5% said that 5% or less were direct bookings. These two figures were analyzed, revealing that the hotels with higher direct bookings spent almost double on digital marketing compared to hotels with lower direct bookings. Get the full story at Leonardo Access the full webinar recording at HSMAI