A survey, featuring 800 hoteliers and B&B owners in the UK, has indicated that two-thirds (66 percent) of respondents say it is important to offer travellers a method of booking their inventory via mobile devices.

Published: 01 Jul 2011

A survey, featuring 800 hoteliers and B&B owners in the UK, has indicated that two-thirds (66 percent) of respondents say it is important to offer travellers a method of booking their inventory via mobile devices.

According to TripAdvisor’s new UK accommodation owners survey, the numbers, however, vary between property types - hoteliers prioritise mobile the most with 75 percent saying it’s important, while 62 percent of B&B owners feel the same.

Whatever the future may hold, owners’ marketing budgets have for now generally increased or stayed the same, which is an encouraging economic indicator, said Christine Petersen, president of TripAdvisor for Business.

“Owners are placing great importance on online marketing, social media and mobile marketing, as these strategies become increasingly important for reaching discerning travellers online or on-the-go,” said Petersen.

Marketing budgets stable or growing

Three-quarters (74 percent) of survey respondents have a marketing budget. Of those, the vast majority say marketing budgets are increasing on last year’s or staying the same:

• 30 percent say their 2011 marketing budget is bigger than 2010's
• 54 percent say their 2011 marketing budget is the same as 2010's
• 16 percent have decreased their marketing budget in 2011

When asked about budget allocations, UK owners revealed online marketing takes precedence: nearly one-third (32 percent) of respondents cited this as their single greatest marketing expense.

Summer deals and marketing

For summer 2011, room discounts will be the most common deal offered:

• 40 percent will offer discounts on rooms
• 38 percent will offer special amenities (i.e. free wireless internet, etc.)
• 37 percent will offer free parking
• 14 percent will offer one night's free stay with booking
• 9 percent will offer deals on local attractions
• 4 percent will offer reward points
• 4 percent will offer free local transportation
• 11 percent will offer other deals

According to survey respondents, a property’s own website is the most popular way of marketing deals to potential customers:

• 75 percent use their property’s website to market deals to potential customers
• 39 percent use email
• 25 percent use user-generated review sites
• 22 percent use social media
• 20 percent use online travel agencies
• 14 percent use direct mail newsletters or coupons
• 8 percent use travel agencies
• 5 percent use blogs
• 8 percent user other methods