Half of hospitality businesses across the country are now recognising the trend for consumers booking hotel rooms on the move and are devoting key marketing spend to mobile and social media channels.
This is according to the findings of the TripAdvisor TripBarometer Mobile and Social Trends report, released today.
It also highlights a decline in the use of offline marketing platforms, such as high street travel agents.
It seems the hospitality industry are embracing the mobile trend, with nearly half (44%) of UK hoteliers allowing bookings through a mobile device and one in 10 ensuring that their website is mobile-friendly.
Nearly a third (32%) also plan to expand their mobile offering next year, while 30% are aiming to invest more in their use of social media platforms.
However, there is still room for improvement with over a third (38%) of UK hoteliers admitting they don’t optimise for mobile, with nearly half of those (41%) saying they felt they did not have the knowledge to do so.
Social media engagement
According to the survey, a quarter of global travellers relied on social media for recommendations before booking their last trip, looking at pictures and videos of their potential destination to find inspiration of what to see and do while there.
Encouragingly, a majority of hoteliers have seized upon this opportunity and are using social media to engage with current and potential guests (global: 82%; UK: 72%) with Facebook and Twitter being the most popular social networks. More than half of hoteliers globally say they get the most value from using Facebook (Global: 59%; UK: 49%).
“Travellers’ reliance on mobile devices and social media is consistent with the trends we’re seeing at TripAdvisor,” said Marc Charron, president of TripAdvisor for Business. “TripAdvisor has 79 million average monthly mobile unique visitors, an increase of more than 216% from last year. Over 50 million people have installed our various apps, and we see that travellers are using them not only for planning but during their trips. Additionally, one in three TripAdvisor reviews are submitted by Facebook connected users, demonstrating that travellers are still keen to share their experiences via social media platforms after their trips.”
For the full TripBarometer report and infographic, please visit: http://www.tripadvisor.co.uk/TripAdvisorInsights/half-uk-hospitality-businesses-marketing-mobile-and-social-media-channels