The most money is spent on overhauling websites where hotels are finding it's key to include guest reviews to establish a sense of transparency and trust with online bookers.
Several hotel companies recently have added customer reviews from TripAdvisor and other aggregate sites to their websites to upgrade their online presences.
“Both independent hotels and brands realize that websites remain the primary way to promote themselves online,” said Daniel Edward Craig, author and reputation management consultant. “We get distracted by Facebook, Twitter, etc. but we need to make sure we don’t neglect where the conversation is happening.”
To that end, a healthy batch of companies across all segments revamped their sites in recent months while a few more underwent overhauls in recent years. Between 2010 and 2014, Four Seasons Hotels & Resorts, for example, plans to spend $18 million to boost its online image. The company introduced the latest iteration of its site in January.