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Hotels focus spend on mobile and social media – study

Hotels are prioritising spend in mobile and social media to increase web bookings and to target "on-the-go" travellers, according to hotel solutions provider TravelClick.

The study of more than 800 hotels found that when asked which channels will see the most increase in spend, more than one in seven claimed social media is at the top of their investment list.

It also showed around one in 10 respondents said they will increase spend on mobile.

Mobile continues to be a growth market for hotels, with one in seven recording 21-30 per cent web traffic from mobile devices. Although the study found less than 10 per cent of website bookings were made on a mobile device.

More than a third anticipate their website will be the biggest growth channel for bookings in 2014.

Travel Click's executive VP for media and web solutions, said: "As the online world continues to grow, it is no surprise that we are seeing this increased spend among hotels in mobile, social and digital media.

"For us it is most exciting to note the huge growth in mobile, which is a direct response to the on-the-go lifestyle of business travellers, and their need to conveniently make travel decisions from wherever they might be in the world.”

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