·         Google holds 85% market share in the Australian Search Market

·         77% of people use the Internet to search for accommodation

·         On average, people visit 5 websites before making a decision

Consumer trend data is so readily available why is an online marketing strategy missing from the marketing plans of so many accommodation providers?

These marketers will ask, “How will I know my online strategy will work?” This question always seems to arise yet how do they track how many people will see their ad in a magazine? They are satisfied enough with the readership figures of a print publication, yet 14 million users online do not convince them to allocate a percentage of their  marketing budget to an online strategy.

Do they not understand that a further advantage of online marketing over traditional media is its track ability and measurability?  By being able to monitor their campaigns and see exactly how effectively it is running they are able to continually refine their strategy and allocate a more targeted spend of their marketing budget.

So why aren’t marketers spending more of their media budgets on-line?