News Brief

Study: Travel Industry 'Gets' Social Media

According to a white paper from the Hospitality Sales and Marketing Association International and online marketing services company Vizergy, the travel segment puts more marketing budget toward digital than any other industry.

Nearly 70% of U.S. hoteliers responding to the April 2010 study indicated that online was the marketing channel with the greatest return on investment, and the majority are using a variety of online channels to reach potential customers, including 69% marketing via social media. About 60% of respondents say that they have a social media marketing strategy.

For many hotels, guest reviews are an important part of that strategy. Half said they proactively encouraged guests to post reviews of their hotel, and even those that did not encourage reviews saw the importance of monitoring them. Nearly seven in 10 did so at least weekly.-Tanya Irwin

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