A new study from travel website TripAdvisor revealed that many innkeepers and other lodging providers list social media and mobile marketing among their most important marketing strategies.

A new study from travel website TripAdvisor revealed that many innkeepers and other lodging providers list social media and mobile marketing among their most important marketing strategies.

In a survey of 770 accommodation businesses in the United States, 39 percent of respondents cited social media as a key element to their marketing strategy. Meanwhile, 27 percent identified mobile as a top marketing area in which they would like to increase spending.

In addition to mobile marketing, nearly 85 percent of respondents also said that providing mobile services, such as the capability for travelers to book their inventory using smartphones and tablets, is important.

The study found the majority of polled accommodation businesses are using social media marketing to promote specials offers, while many are also leveraging the technology to answer customer questions and promote events.

“Lodging owners are placing great importance on online marketing, social media and mobile marketing, as these strategies become increasingly important for reaching discerning travelers online or on-the-go,” said Christine Petersen, president of TripAdvisor for business.

The growth of internet-connected mobile devices also present opportunities to explore new avenues of marketing. As TNS Singapore consumer insights director Nic Hall recently told an audience at the CommunicAsia trade show, mobile devices, coupled with social media, can enable businesses to push word-of-mouth campaigns for the digital age.