Palma de Majorca.—With the great debate raging about the future of the Balearic and Spanish tourist industries, the hotel sector was yesterday advised to become more imaginative by investing in new and different activities and attractions.

Be it with the intention of pulling in more business from convention and incentives markets or providing more entertainment facilities, the results of the market survey carried out by Reservahoteles.com, which canvassed 22 chains of Spain's leading travel agents, has concluded that an estimated 50 percent of hoteliers are not concerned about investing in making their hotels more exciting and attractive.

The report also discovered that less that 30 percent of the hotel sector has any kind of marketing strategy while a further 40 percent are not registered with internet search engines. Neither do they have online “feedback” pages nor loyalty programmes which benefit regular guests.

According to the study, while the Spanish hotel industry was a global example of how to exploit the sun and beach market, the model is now out of date and has been over taken by competing destinations making the very most of the latest marketing technologies.

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