A recent survey among UK hotel owners and managers has revealed that key priorities for 2013 include finding out further information regarding how engagement with social media and search engine optimisation (SEO) might help drive up customer numbers.

The survey – conducted by Choice Hotels Europe – identified that exploring the potential of social media and SEO was part of a general desire on the part of the hoteliers to boost their marketing and promotion activities throughout the New Year.

According to the survey – which canvassed the views of 32 hotel managers and owners – 16 per cent of respondents confirmed they were interested in looking at these promotional aspects of SEO and social media.

Commenting on the findings, the UK chief executive officer of Choice Hotels Europe, Duncan Berry, said:

“Our survey reveals that UK hoteliers are gearing up to make 2013 the year they go all out to promote their hotels more regularly while also resolving to keep their eye on the strategic needs of their business.”

Interestingly, the survey revealed far less enthusiasm among the hoteliers canvassed for participation in more traditional promotional initiatives. Only 3 per cent of respondents said they intended to seek to help raise the profile of their hotel through membership of a regional or national business networking organisation.

The survey also revealed that the exploration of generating more business through SEO and social media engagement ranked higher among respondents than making their working lives more palatable – with just 13 per cent saying they intended to try and aim for an improved work/life balance in 2013.