Hotel chain Ramada Jarvis is planning to double the amount of marketing spend it dedicates to the internet over the next few years.
The group currently spends around a quarter of its budget online but is preparing to increase this amount significantly.
"I can see it will easily reach half or more. It's doubled in the past two years and it will again," director of marketing Calum Russell told Marketing Week in a recent interview.
"We've been aggressively pushing the online proposition to our customers. We've started to use lots of web activity to get the message across."
Russell said the cost-effectiveness and trackability of the online market were other factors driving the company's marketing spend online.
By Ross Bentley