Thought-provoking new research by Ecole Hôtelière de Lausanne and RateTiger suggests hotels are looking beyond the marketing channels of the online ecosystem towards more traditional paths to direct bookings.
The study involved 3- and 4-star hotels evenly distributed in France, Germany, Spain, United Kingdom and USA, altogether representing 72 total hotel properties (65% were chain and 35% individual properties, with total room count between 25 and 392 rooms).
As far as digital marketing strategy, a whopping 32% had no online marketing or digital strategy whatsoever.
Read full story at: http://www.tnooz.com/2012/08/10/social-media-2/beyond-social-research-shows-hotels-looking-offline-to-drive-direct-bookings/
