Probably not as often as with social media, but return-on-investment is perhaps one of the main issues that comes up when discussions turn to investment in mobile.
InterContinental Hotel Group, admittedly with deeper pockets than many hotels, has thrown its weight behind a concerted push into mobile over the past 12 months, launching apps, mobile versions of its websites and dedicated ad campaigns for mobile search.
But it is not that often a company will specifically highlight the success or otherwise of its mobile strategy - so, good to see IHG pull out some stats around the mobile elements it has invested in.
A Google AdWords campaign specifically targeting searchers on handsets saw traffic to its mobile websites increase by 20% month-to-month in the summer of 2010.
Furthermore revenue on the mobile websites has increased 90% year-on-year (presumably from a reasonably low base, but still growth).
On the app side of its strategy, IHG has launched products for iPhone and Android devices.
The Android app in particular has seen downloads increase 400% during August last year, with revenue coming directly from app usage increasing by 350% over the same period.
So, early days perhaps, but encouraging data for those unsure about whether to take the plunge.
Here is an interview Google carried out with IHG mobile and interactive marketing manager in EMEA, Marco de Rosa, where the data comes from: