Two-thirds of travel companies will spend more of their precious marketing budgets on social media next year, while over half will also target mobile channels.
The results of the annual Frommer's Unlimited Digital Content Trends survey, run via Tnooz in late-September, also found nearly 80% of companies have plans to develop iPhone applications during 2012, with 75% aiming to have similar services for iPad devices by the end of year.
Meanwhile, half of the travel executives surveyed currently operate a site in one language, a third operate sites in up to five languages and a fifth have sites in more than five languages.
The study found that a quarter are hoping to be running up to five language sites next year and 17% plan to have more than five language sites.
Frommer's believes there is a "maturing of the online marketplace as marketers look closer at the final stages of the purchase funnel and how they can convert more visitors into loyal customers".
"Companies this year prioritized the need to use content to drive conversions above driving natural search traffic has moved to second priority," says Europe, Middle East and Africa director, Giles Longhurst.
Here are some of the key findings:
Change in digital marketing budgets in 2012
Breakdown of digital marketing spend in 2012
Average cost per visitor across the digital marketing mix
Mobile platforms being developed
Changes in digital content budgets in 2012
Focus for digital content
Content priorities
Content challenges
NB: The survey of 350 travel organisations was undertaken in September 2011 and included airlines, agents, tour operators and consolidators, hoteliers, tourist boards, car rental, rail, travel insurance, publishing and cruise companies.