Hoteliers Increasing Marketing Budgets in 2016, with Heavy Emphasis on Mobile
New TravelClick Survey Reveals that Hoteliers Want to Capitalize on Rising Mobile Trend Heading into New Year
NEW YORK (January 7, 2016) — According to a new TravelClick survey, more than half (57.31 percent) of hoteliers said that they are increasing their marketing budgets for 2016, with an increased spend on search engine marketing (23.17 percent), website update / redesign (20.73 percent), online advertising (12.20 percent) and, most importantly, mobile (17.07 percent). In fact, about one-third (35.37 percent) of respondents said that they will experience the most growth in mobile bookings, compared to any other direct booking channel, in 2016 and are increasing spends on mobile specifically to capitalize on this trend as a result.
When asked where hoteliers will place the most resources with respect to mobile, 46.34 percent said that they plan to enhance / improve their mobile websites, 24.39 percent said that they plan to improve their mobile search and 21.95 percent said that they plan to put resources toward social media. Additionally, because mobile will be so popular in the coming year and beyond, nearly half (48.79 percent) of respondents are spending more money on mobile than in previous years.
“It’s clear from the data that hoteliers are expecting to see the most growth in 2016 bookings through hotel websites via mobile, as well as through the GDS and OTA channels,” said John Hach, senior industry analyst, TravelClick. “This is consistent with what TravelClick has seen as part of its quarterly North American Distribution Review reports and shows both the relevance and impact that mobile continues to have on hoteliers around the globe. It is no longer acceptable for hoteliers to leave out mobile as part of their marketing strategies, and the data reflects hoteliers’ acceptance and embrace of mobile as an important way to significantly move the needle for their properties and reach a new group of consumers simultaneously.”
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About TravelClick, Inc.
TravelClick (TravelClick.com) provides innovative cloud-based solutions for hotels around the globe to grow their revenue, reduce costs and improve performance. TravelClick offers hotels world-class reservation solutions, business intelligence products, and comprehensive media and marketing solutions to help hotels grow their business. With local experts around the globe, we help more than 38,000 hotel clients in over 160 countries drive profitable room reservations through better revenue management decisions, proven reservation technology and innovative marketing. Since 1999, TravelClick has helped hotels leverage the web to effectively navigate the complex global distribution landscape. TravelClick has offices in New York, Atlanta, Chicago, Barcelona, Dubai, Hong Kong, Melbourne, Orlando, Shanghai, Singapore and Tokyo. Follow us on twitter.com/TravelClick and facebook.com/TravelClick.
Danielle DeVoren / Caitlin Kasunich
KCSA Strategic Communications
212.896.1272 / 212.896.1241