15 Surprising Stats that Will Change the Way You See Hotel Marketing in 2015

December 30, 2014 • By
Tambourine: hotel and tourism marketing technology

Today we look at a few interesting facts about hotel marketing to guide our actions in 2015:

  1. Since 2011 mobile hotel advertising spending has quadrupled from 5% to 19% of all online ad spending. Experts expect that number to rise to a third of all advertising dollars by the end of 2015. (Source: PhocusWright, The U.S. Hotel Advertising Marketplace Industry Sizing and Trends 2015)
  2. Independent hotels rank SEM, (search engine marketing,) as the most effective online method of increasing brand awareness and generating leads. (Source: PhocusWright, The U.S. Hotel Advertising Marketplace Industry Sizing and Trends 2015)
  3. 64% of global hoteliers believe online reviews are important to booking. Meanwhile, 89% of global travelers consider online reviews important to booking. (Source: Skift Travel, State of Travel 2014)
  4. 39% of hotel marketers do not use attribution models or are unaware of them. (An attribution model monitors which advertising influences customers and by how much.) (Source: PhocusWright, The U.S. Hotel Advertising Marketplace Industry Sizing and Trends 2015)
  5. 41% of travel marketers cited tracking attributions of ad campaigns as a major challenge. Not surprisingly, 46% of travel marketers claimed allocating money across so many marketing channels as challenging. (Source: PhocusWright, Touch and Go: Travel Planning Across Channels)
  6. In 2012, US travel sales made on either a smartphone or tablet were $8 billion. Since then sales have increased to $26.14 billion. (Source: Skift Travel, State of Travel 2014)
  7. The largest segment (27%) of travelers using mobile devices to research travel makes over $100,000 per year. (Source: Skift Travel, State of Travel 2014)
  8. Online bookings grew +11.8% between Q3 of 2012-2013. (Source: Skift Travel, State of Travel 2014)
  9. In the US, the travel industry spent 2.4 billion in 2011 on digital advertising. Four years later, the industry spent 4.15 billion. That number is expected to rise to $4.77 billion in 2015. (Source: Skift Travel, State of Travel 2014)
  10. 39.6% of 25-34 year olds prefer search/social media to resolve a travel problem over working with customer service staff. (Source: Skift Travel, State of Travel 2014)
  11. 2 out of 3 travelers watch online videos when they’re considering taking a trip. (Source: Think With Google, Travel Content Takes Off on YouTube)
  12. 58% of Google travel searches are for specific brand or company names. Only 26% of travel searches are for destination names. 7% are for attractions and points of interest. The other 9% goes to products and general queries, such as family vacations. (Source: Think With Google, Travel Content Takes Off on YouTube)
  13. The average business traveler per diem for hotel is $158. The average per diem for food is $88. (Source: Statista)
  14. US Business travel spending has jumped from $250 billion in 2011 to $274 billion in 2013. In 2014, it is predicted to hit 292.3 billion. (Source: Statista)
  15. On average, U.S. based hotels spend about 1.5% of their domestic revenue on purchased media displayed or distributed in the U.S. (Source: PhocusWright, The U.S. Hotel Advertising Marketplace Industry Sizing and Trends 2015)
What do the numbers tell you? Are you still relying on your intuition or is it time to make some changes? Let us know what surprised you the most in the comments below. About Tambourine Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Increase Online Bookings, Online Bookings, Search Engine Marketing, SEM, SEO, Travel Spending