In order to compete with online travel agencies, hotels have begun to shift their money into online marketing according to a study by Hospitality eBusiness Strategies. The global study found that 68 percent of hospitality executives plan to focus their budgets on Internet marketing in 2007.

When it came to what hotel executives thought would bring them the greatest return on investment 72 percent said Web site optimization. This was followed by 68 percent who said search optimization and organic search, while 62 person favored Web site redesign.