November 06, 2012

Hotel marketers focus on property website in 2013

As travelers increasingly take their transactions online, the direct online channel has grown into the most important avenue for hoteliers to utilize to achieve the highest ROIs. This push toward digital is continuing into 2013, as hoteliers plan to allocate a large portion of their budgets toward their website in 2013.

According to the HeBS Digital Industry Pulse Poll results, hoteliers overwhelmingly chose the property website when asked which digital marketing initiatives they would most like to budget for in the coming year. Hoteliers also cast votes for initiatives such as SEM (paid search), SEO, Social Media, mobile marketing and others.

The explosion of the mobile and social media channels and the emergence of the new tablet channel present major challenges to hotel marketers: Creating and managing digital content throughout three distinct distribution and marketing channels, as well as publishing the hotel’s latest special offers and promotions on the hotel’s social media profiles.

Today’s hotel website needs fresh content, rich media and current promotions. The hotel’s special offers, promotions and packages need to be marketed across all channels, from the desktop website to the mobile site and social media channels.

Get the full story at the HeBS blog