For several years, about half of all local search have been conducted using mobile technology. In the first quarter of 2014, searches on mobile devices surpassed desktop internet searches. 
This suggests that mobile apps are not just a convenience anymore, they are necessary for hotels to remain in business. Customers now expect to find the information for which they search whenever they have to urge to access it
In order for hotels to grow their brand recognition and costumer preference, they need social media to establish a partnership with consumers. This is an ideal opportunity for the hotel industry to increase contact with customers, which aids in brand development based on decisions made according to demand and feedback. While almost all hotels now have websites and at least one social media channel, many have yet to adopt mobile technology. This puts them at risk for being left behind as customers seek lodging sites they can access while on the go. Ensuring that hotel businesses are not only optimized for search engines but also have mobile apps for android and non-android devices is important for brands to remain competitive.
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