Hoteliers are ramping up marketing spend on online and social media as the benefits increasingly drive bookings through property websites.
Two thirds of the hoteliers polled by hotel market intelligence provider TravelClick are now spending on Facebook advertising.
Almost one fifth (23%) have increased their Facebook ad budget for 2014.
When asked which social media channels drive the most bookings to their property websites, the overwhelming leader was TripAdvisor with more than three quarters (78%) of respondents singling out the travel review site.
Both Facebook and Google+ were also named as sites which drive bookings, with 11% of hoteliers selecting each of social networks.
Online marketing spend is a growing trend, with three quarters of the surveyed hoteliers spending on metasearch and within that a third increasing that spend for this year.
Similarly, more than four in every five hoteliers polled (83.5%) invests in adwords, with one in three increasing that spend for 2014.