Almost half of respondents (45.7%) believe that Google Hotel Finder will most positively impact RevPAR with more than a third (35.5%) supporting Facebook Graph Search as the most positive impact. Conversely, nearly a third of hoteliers showed concern that mobile app Hotel Tonight may have a negative impact on RevPAR.
Social media is set to have a big influence on hoteliers with one in three (34.8%) of survey respondents pledging the biggest increase in their marketing spend in the area. One in five (21%) plan the biggest increase their marketing budget in GDS advertising and mobile and just under a fifth (18.8%) opting to put the largest increase of budget into search engine optimisation.
