Four Pillars Hotels, who owns and operates several hotel properties in the U.K., has produced a new infographic that illustrates the impact mobile and social media is having within the broader hospitality industry.
The graphic holds some interesting statistics that you may find surprising — like the fact that, in most major cities, the search volume on Google for “hotels in [city]” has dropped over 70 percent over the last six years, with people using sites like Kayak, TripAdvisor and Expedia to search out and make travel plans. On the mobile front, it was found that 85 percent of leisure travelers use their smartphones while abroad, 30 percent have used mobile apps to find hotel deals, and 29 percent have used smartphones to track down flight deals.
Social media has had perhaps the largest impact on the way we research and book travel these days, with Four Pillars finding that 92 percent of consumers say they trust earned media, such as word of mouth and recommendations from friends and family, above all other forms of advertising. In addition, a full 70 percent of global consumers say online reviews are the second most trusted form of advertising. Check out the full infographic below for many more stats. It’s also available for download here.