More research flying-in-the-face of apparent modern wisdom showing that at least a quarter of hoteliers are still leaning towards traditional marketing techniques.
The study by travel tech firm TravelClick found that 25% of the 600 hoteliers surveyed (both independents and those in chains) were not utilising any social media techniques to increase occupancy and revenue.
For those that are using various forms of social media, Facebook is the clear winner in terms of usage, according to TravelClick customers.
Around 65% said they are using Facebook to try and attract new customers and up-sell products, with Twitter far behind with just 20%.
Web business of the moment, Groupon, does not appears be a major influence on hoteliers, at least for the moment (just 10% saying it is part of overall strategy). Other so-called couponing business share a similar lack of impact on hotels.
Despite the buzz around "cost-efficient" social media channels, hoteliers are still using online advertising and paid-search, says Jonathan Cherins, chief marketing officer of TravelClick.
"It’s important that hotels don’t rely solely on advertising to increase bookings. Hoteliers should be incorporating a mix of online marketing, GDS media as well as social media in order touch their key audiences."
Meanwhile, two-thirds of hoteliers surveyed said they are seeing less price sensitivity from their guests, but rate is still a key factor in bookings. Just 4% "believe rate is no longer the driving issue for hotel guests", Travelclick says.
Good news for the free wifi activists, however, with 66% of hoteliers suggesting switching to a free model their number one priority when it comes to upgrading guest amenities.