Hoteliers says their lack of knowledge is preventing them from optimising for mobile according to TripAdvisor's latest TripBarometer.
The study of mobile and social trends shows 38% don't optimise websites for mobile devices with 41% of those blaming a lack of knowledge.
Further findings revealed in the research show half of UK hospitality businesses are devoting marketing spend to mobile and social channels, 32% plan to extend their mobile offering in 2014 and 30% plan to invest more in social media.
Currently, 44% of UK hoteliers enable bookings via mobile and less than 10% say they use offline channels such as high-street agents for marketing.
Globally, 9 out of 10 travellers say they use a mobile or tablet device while abroad although when it comes to Britons only 75% use the devices while abroad.
Last week, TripAdvisor chief Steve Kaufer confirmed plans to enable consumers to book hotels via its applications but made it clear there were not plans for the reviews giant to become an online travel agency.
The TripBarometer also reveals social media trends with 25% of travellers using social media to plan their last trip.
Further trends include:
- 72% use social networks to get recommendations
- 67% use social media to view pictures and video clips
- 60% use the channel for inspiration on what to do in destination
- 45% use it for deals
More than half of hoteliers globally say of all social networks, they get most value from Facebook while for UK hoteliers, 49% say they get most value from Facebook.
After Facebook, Twitter is social network most used to interact with customers with 30% of hoteliers globally and 38% of UK hoteliers taking advantage of it to engage with current and potential guests.