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Proliferation of online tools continues to dominate hotel marketing

June 26, 2012 | Hotel Marketing

More and more consumers are utilizing new technology such as mobile/cell phones and tablets, to conduct research and to make accommodation bookings. And even more interesting is when they are undertaking this activity.

While the “trend” is by no means new, its pace is remarkable nonetheless, said Ron Pohl, senior VP of brand management and member services for Phoenix-based Best Western International.

“It just becomes more and more comprehensive,” he said of guests’ use of search, social media and apps to shop and book hotel stays. “Social media is consuming everything we’re doing in the lodging industry from how a customer shops, what the customer looks at, how they evaluate us, whether they trust us.”

More recently, the use of online platforms is transcending age and demographics, he said.

Approximately 20% of all travel was booked on mobile devices during 2011; two years ago that number was nearly zero, according to Robert Rauch, president of San Diego-based R.A. Rauch & Associates hotel consulting.

Within the next three years, 80% of all bookings will be made via mobile devices, he said, citing information from Google.

“The pace has already been huge. It’s akin to zero to 60 in 4.3 seconds,” Rauch said.

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