In a Reuters Synovate survey of 6,300 people across 10 countries, 17 per cent said they mainly use review websites when picking a hotel, underscoring the importance of the internet for the hospitality industry.

The global study showed that websites and hi-tech facilities are the top criteria travelers look for when picking a place to stay. Nearly a third of those surveyed said the number one way they assess a hotel is via its website.

“We see how vital an online presence is for hotels. Some of the larger hotel companies are now employing people to stay on top of important review sites. Even for smaller hotels, it cannot be ignored,” says Sheri Lambert, Synovate’s senior vice president for travel and leisure research..

Nearly half those surveyed said they do research and comparison, mainly online, before making their choice, while overall, 47 per cent of travelers make sure a hotel caters to their technology needs before they book it, the survey showed.

“It’s now no longer an added feature to have wireless internet in hotels. Travelers, whether for business or leisure, need to be connected,” Lambert added.