How Do Top Hotel Brands Rank on Social Media, Offline?
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Hilton Worldwide is making its mark when it comes to social media and word-of-mouth performance.
According to the latest U.S. hotel rankings from Engagement Labs, Hilton's flagship brand, Hilton Hotels & Resorts, ranks first in both Instagram and offline word of mouth performance.
What's more, the company's luxury brand, Waldorf Astoria, ranks No. 1 in Facebook performance, while Marriott International's Ritz-Carlton finished tops among all U.S. hotel brands on Twitter.
Data and research from Engagement Labs found that Hilton Hotels is winning the offline word of mouth conversation, earning nearly 21 percent of all industry conversations. Marriott Hotels was a close second, though, earning 20.5 percent of conversations.
Holiday Inn came in third, nabbing 11 percent of the conversation.
Engagement Labs' eValue score takes into account the social media engagement, impact and responsiveness of a particular brand. Meanwhile, offline word of mouth TalkShare is measured via the Keller Fay Group's TalkTrack.
On Facebook, Waldorf Astoria is clearly on to something, ranking first for not only overall eValue score, but for engagement score and the most likes and shares per 1,000 fans.
Despite finishing fourth, Hilton Hotels received the highest impact score and saw the most fan growth on Facebook, adding more than 12,500 new followers during the measured time period.
Starwood's Four Points by Sheraton ranked No. 1 in responsiveness on Facebook.
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Ritz-Carlton's leading impact score propelled it to the No. 1 ranking on Twitter, while Radisson and Fairmont Hotels finished in the top six thanks to their top scores in engagement and responsiveness, respectively.
Marriott Hotels and Hilton Hotels finished behind Ritz-Carlton in overall eValue score for Twitter.
Hilton Hotels and Waldorf Astoria were a close Nos. 1 and 2 in overall Instagram performance, tying for the highest engagement. But Four Seasons Hotels and Renaissance Hotels ranked tops in impact and responsiveness on Instagram.
Despite finishing fifth in Instagram eValue score, Four Seasons Hotel is trending up, boasting the largest following of 214,895 fans and the highest follower growth with 8,852 new fans during the measured time period.
"Travelers are turning to social media to discover various options and receive recommendations on where to stay during their trips," said Engagement Labs CEO Bryan Segal in a statement. "As hotel bookings are highly influenced by recommendations, reviews and reputation, hoteliers have a prime opportunity to use social media to amplify their property’s best features, attract travelers and generate revenue."
"Offline conversation can drive online conversation, and vice versa, both serving as a reflection of consumers’ emotions and experiences," added Segal. "It is those experiences that cause people to talk about one hotel brand over another."
"Creating an experience which enables guests to generate conversation around a brand can have a major impact on the brand’s bottom line."
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