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12 Luxury Hotel Brands a Social Media Presence Overview

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12 Luxury Hotel Brands a Social Media Presence Overview 12 Luxury Hotel Brands A Social Media Presence Overview © L.I.K.E. Hospitality Consulting, 2016 Navigation for newcomers. @ Let‘s start! @ Social Media Allstars @ Brand performance. @ Property performance. @ Performance on Facebook, Instagram, and Twitter. We don‘t have a choice on @ Platforms in Discussion “whether we DO social media, the @ Know your platform. @ Correlation between account question is how well we DO it. choice and followers. @ Brand account importance. @ Brand account consistency. - Erik Qualman | Author, Keynote Speaker, Professor “ @ Social Media Platforms @ Platforms worth the effort. @ Platforms worth the effort? @ Time to make a difference! @ What‘s left! @ This is us! © L.I.K.E. Hospitality Consulting, 2016 2 Let‘s start! ocial media is all around us. The individual properties, the corresponding digital age is growing faster number of followers, as well as further and quicker than many have findings gathered from the eight most expected. It has begun to reach common social media platforms. In the an ever-more important stage hospitality industry, these are: Facebook, Sin both our private and professional lives. Twitter, Instagram, Google+, LinkedIn, In that, it has become a must for service Flickr, and Pinterest. The twelve hotel industries, including hospitality, to join brands investigated have an international this movement. Customer awareness and presence, both physically and digitally, customer loyalty, being two of the most and are categorized as 5 star luxury hotel imporant sales-criteria in the hospitality brands. The hotel brands chosen include: business, can successfully be achieved Aman Resorts, The Dorchester Collection, and transformed into leads, as only 14% Four Seasons Hotels & Resorts, Kempinski of internet users still trust traditional Hotels, Mandarin Oriental, Oberoi Hotels advertisement and more than 90% trust & Resorts, Park Hyatt, The Peninsula online peer recommendations. Nurturing Hotels, The Ritz-Carlton, St. Regis Hotels & your online community therefore was Resorts, Waldorf Astoria Hotels & Resorts, never more essential. and W Hotels. On the hunt for the best and most effective Now that we have gotten the technicalities examples of social media presences in the out of the way, let‘s start into this report luxury hotel industry, L.I.K.E. Hospitality that features close to 1900 social media Consulting conducted an independent accounts of more than 500 properties study, to demonstrate the potential that from 12 brands in 84 countries. social media platforms are baring for hotels. Since the initial data-collection kick-off See you on the other side – stay curious! period in June 2016, L.I.K.E. has discovered valuable insights of selected brands, their @ Branded hotel properties have an average of 3.7 Social Media accounts. @ Portrayal of consistent social media strategy is essential and increases sales up to 15% per property. @ Facebook, Instagram, and Twitter are the most performant platforms for generating social media presence in hospitality. © L.I.K.E. Hospitality Consulting, 2016 3 Social Media Allstars © L.I.K.E. Hospitality Consulting, 2016 Brand performance. he three brands that reach the presence as a brand by some distance. most followers per property For the Ritz-Carlton brand, Facebook and on average across the chosen surprisingly Google+ are the most active social media platforms all show and most followed platforms. The Four exceptional performances Seasons Hotels & Resorts reach a total Tin terms of engagement and followers. of 1,2m followers, mainly due to their The Ritz-Carlton Especially The Dorchester Collection, widespread presence on Facebook and even though only consisting of 10 hotels, LinkedIn. Last but certainly not least, St. demonstrates impressive social media Regis Hotels & Resorts follows, with 410k Four Seasons activities. The Collection’s individual followers on their brand accounts, most Hotels & Resorts St. Regis properties connect to a total of almost of them originating from Facebook and Hotels & Resorts 614k organic followers, with an average of Instagram. Overall, the twelve luxury hotel 61k followers per property, excluding the brands reach a total of 7.2m followers, with Figure 1 - Most followers / brand account brand page – out of the brands reviewed an average of 106k followers per social @ Best global social media presence across all eight in this study, this is the highest score. The media account. researched platforms. Peninsula Hotels, equally with only 10 properties, also show active Social Media work, with a total of 532k followers and an average of 53k followers per property. Starwood‘s lifestyle brand W Hotels, a hotel brand that reaches more than 2m social media followers in total within their 49 properties, accumulates an average of The Dorchester 42k followers per property, leaving them in Collection third place for most average followers per property on all channels of the included brands. The Brand accounts and pages are the faces of Peninsula Hotels W Hotels companies, and the following three deserve appraisal for their global brand social media presence. The Ritz-Carlton’s social media Figure 2 - Most average followers / property brand accounts reach a total of more than @ Highest average followers per property across 3m followers, thereby showing the most all eight social media channels. numerous and extensive social media © L.I.K.E. Hospitality Consulting, 2016 5 Property performance. ndiviual property performances and their social media presence have been evaluated in terms of their total amount of followers across all platforms. IHere, Cairo at The First Residence, a Four Seasons property, with a total amount of more than 200k followers, earns the gold medal. Especially its efficient Facebook strategy and constructive Cairo at development of cross-promotion amongst their accounts are an important The First influence for their social media presence. Residence The Bora Bora Resort, also a Four Seasons hotel, comes in 2nd with 193k followers mainly due to its active presence on Instagram. Bora Bora Resort George V The George V Paris, also part of Four Seasons, completes the top three Paris properties for total social media presence, by reaching 182k followers and being closely Figure 3 - Most overall followers behind the first two. @ The most dominant individual property accounts on all eight social media platforms with an average reach of 193k followers. © L.I.K.E. Hospitality Consulting, 2016 6 Performance on Facebook, Instagram, and Twitter. hese properties attract the most followers on Facebook: Cairo at The First Residence, Four Seasons (193k), Cairo at Nile Plaza, Four Seasons Cairo at T(147k), Ritz-Carlton Dubai (144k), Ritz-Carl- The First ton Seoul (141k), and W Taipei (134k). Residence On Instagram, extraordinary locations are Cairo at followed the most: The Nile Plaza Ritz-Carlton, Four Seasons Bora Bora (112k), Four Sea- Dubai sons Paris (80k), Four Seasons Maldives (77k), W Maldives (54k), and Plaza Athénée, Figure 4 - Most followers on Facebook Dorchester Collection (53.6k). @ The most performant players with an average reach of 160k followers. Twitter works the best for business and city hotels: The Dorchester, Dorchester Collection (42k), Four Seasons Hong Kong (40k), Mandarin Oriental Las Vegas (37k), Four Seasons Paris (29k), and the Beverly Hills Hotel, Dorches- ter Collection (28k). Bora Bora Resort, The Dorchester Four Seasons George V Paris, Hong Kong, Las Vegas, Four Seasons Maldives Resort, Four Seasons Four Seasons Mandarin Oriental Figure 5 - Most followers on Instagram Figure 6 - Most followers on Twitter @ Extraordinary places, like above, @ These properties in big cities reach an average of 89k followers. reach about 39k followers. © L.I.K.E. Hospitality Consulting, 2016 7 Platforms in Discussion © L.I.K.E. Hospitality Consulting, 2016 Know your platform. Facebook Brand account distribution Property account distribution property manages an average per platform per platform Twitter of 2 to 6 different social 2,1% 4,7% Instagram media accounts. Screening the Pinterest properties, it quickly becomes 14,1% 12,9% 6% Google+ clear that there are preferences 7,1% 24,5% LinkedIn Aof using some social media platforms over 14,1% 21,6% Flickr others. Facebook is the most frequented 11,8% platform of the 503 individual properties 16,2% YouTube 12,9% that are part of this study, with 90% having 14,1% 5,6% 19,4% their own Facebook page. Google+ and 12,9% Instagram are frequented at 80% and 72%, closely followed Twitter. The remaining four social media platforms show neither relevance, nor large amounts of property Brand account followers Property account followers pages. per platform per platform For both properties and brands, Facebook 1,1% 0,002% 0,0002% 0,6% 3,3% 0,04% is the most important network of the 0,3% hospitality industry. In total, 24.5% of all 0,4% 16,5% accounts registered in this study were 1,6% 17,7% found on Facebook, however the accounts 46,9% on Facebook are able to capture a total 66,6% of 66.6% followers across all platforms. 19,9% 11% As a comparison, Google+ represents 21,7% of the accounts of this study, while 14,1% only capturing 3.3% of all followers. In all cases, Twitter and Instagram have a fair ratio of presence vs. followers, both on global brand and property level. Pinterest, Flickr and LinkedIn together represent less @ Facebook is the most common platform for both, brands and individual properties. than 30% of used accounts by properties, @ The number of accounts per individual property does not result in an increase of followers. showing little relevance. For global brand @ Google+ is used by many properties, but does not account for a good reach. accounts, however, the repartition between @ The presence of brands and individual properties is similar for Twitter and Instagram. platforms is more fair. © L.I.K.E. Hospitality Consulting, 2016 9 Correlation between account choice and followers. he top 3 brands in terms of number of accounts per plat- form, excluding brand accounts, are The Dorchester Collection, Ø total accounts per property Waldorf Astoria and W Hotels.
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