ehotelcheck's report global hospitality social media scan 2011
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eHotelCheck's annual report on social media adoption in the hospitality sectorTRANSCRIPT
1
eHotelCheck.com
Global Hospitality Social Media Scan
2011
2© eHotelCheck.com
eHotelCheck.comHospitality & Destination Consultancy
Content
Page
1. Executive Summary 3
2. Objective & Methodology 4
3. Global Results 8
4. Tripadvisor 13
5. Facebook & Twitter 16
6. Complete Ranking 21
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eHotelCheck.comHospitality & Destination Consultancy
Executive summary
Objective
� Determine current rate of social media tools adoption by hotels in 33 major destinations around the world
Methodology
� Data collection of top 10 hotels on Tripadvisor and their accounts on Facebook and Twitter
� Destination ranking based on adoption of main social media tools used by hotels and visitors’ response
Results of the analysis
� Global adoption of social media tools is on the increase (from 31% in 2010 to 49% 2011)
� Facebook and Tripadvisor are more frequently used than Twitter
� North America and Middle East are in the lead
� San Francisco continues to lead overall, while Dubai catches up
eHotelCheck.com Global Hospitality Social Media Scan 2011
Objective & Methodology
5© eHotelCheck.com
Objective
Annual ranking of the social media adoption in 33 major destinations
eHotelCheck.comHospitality & Destination Consultancy
Destinations
Ranking of 33 destinations based ononline activity of:� supply (hotels) � demand (internet users)
�All continents represented by at least two destinations.
�Main tourist cities from around the worldselected
�One resort town included
Social Media
Focus on three main platforms*: � Tripadvisor� Facebook � Twitter
* The global adoption of other online connectivity channels(such as Google+, Foursquare, Flickr, YouTube) is stilllimited and therefore they have not been included the study.
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Methodology
Comparison and ranking of 33 destinations based on a composite score
eHotelCheck.comHospitality & Destination Consultancy
Social Media Score (supply)Indicator of adoption of socialmedia by hotels within a destination
Each destination represented by� 10 hotels� 3 yes/no parameters per hotel
- Link on Tripadvisor- Facebook account- Twitter account
�Score: % ‘yes’ on 30 parameters
N.B. Total score per destination is not influenced by outliers.
Response (demand)Indicator of internet users’ response tohotels’ social media tools withina specific destination
The total sum per destination of� Reviews on Tripadvisor� Likes on Facebook� Followers on Twitter
N.B. Hotel chains with a central account for multiple hotels can significantlyinfluence the overall score ofa destination.
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Data Collection
Online from individual websites and main social media platforms
TripadvisorDestination� number of reviews� number of hotels
Top 10 hotels� name� number of reviews� direct link to
hotel site (Y/N)
1
Hotel WebsitesLink from Tripadvisor
Link on hotel website
2
2,496Likes
160Talking about this
1,850Were here
3
148Tweets
165Following
1,021Followers
52Listed
4
eHotelCheck.comHospitality & Destination Consultancy
eHotelCheck.com Global Hospitality Social Media Scan 2011
Global Results
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Global Hospitality Social Media Scan 2011: Top 10 Destinations San Francisco still in the lead, Dubai catches up Hong Kong and Varadero enjoy the largest response from internet users
eHotelCheck.comHospitality & Destination Consultancy
1 Social Media Score: % ‘yes’ of 3 parameters for 10 hotels per destination: Link on Tripadvisor, Facebook and Twitter account2 Response: Sum of reviews, likes and followers
Rank DestinationSocial Media Score 2011
Change vs 2010
1 San Francisco 87% 0 99.4612 Dubai 87% 9 71.9143 Jerusalem 80% 2 11.3194 Hong Kong 73% 0 314.4275 New York 73% 1 48.5236 Los Angeles 70% -4 64.8397 Buenos Aires 70% 15 24.8908 Barcelona 70% 4 16.2069 Varadero 67% 9 394.66410 Singapore 67% -7 217.206
Response 201112
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Adoption of social media tools by hotels per continent
North America and Middle East: the highest rate overall Europe: the lowest adoption of Twitter
eHotelCheck.comHospitality & Destination Consultancy
Bubble size: % hotels with a link on Tripadvisor
20%
30%
40%
50%
60%
70%
80%
90%
100%
10% 20% 30% 40% 50% 60% 70% 80%
Tw itter
Fac
eboo
k
Europe
Africa
Australia
South America
Asia
North America
Middle East
2Australia
3Africa
3Middle East
5North America
5South America
6Asia
10Europe
Number of destinations
in study Continent
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Internet user response per destination
Las Vegas leads on Twitter, Varadero on Facebook, London on Tripadvisor
eHotelCheck.comHospitality & Destination Consultancy
Bubble size: Number of reviews on Tripadvisor for entire destination
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
0 10.000 20.000 30.000 40.000 50.000 60.000
# Followers on Twitter
# Li
kes
on F
aceb
ook
Varadero
Abu DhabiHong Kong
Sydney
Sao Paulo
Bangkok ShanghaiSingapore
Los Angeles
Cairo
Berlin
San Fransisco
Las Vegas
New York
Paris
Dubai
Buenos Aires
Madrid
New Delhi
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Internet user response: Top 10 destinations* for each social media platform
Las Vegas and Singapore enjoy the highest and most diverse response rate
eHotelCheck.comHospitality & Destination Consultancy
Sao PauloLas VegasPrague
BerlinSingaporeDubai
SingaporeShanghaiBangkok
New YorkBangkokBarcelona
Abu DhabiBerlinHong Kong
Singapore
New York
San Francisco
Varadero
Las Vegas
Tripadvisor
Los AngelesSao Paulo
CairoSydney
San FranciscoHong Kong
ShanghaiAbu Dhabi
Las VegasVaradero
TwitterFacebook
*Based on the number of Reviews/Likes/Followers of Top 10 hotels on Tripadvisor.
eHotelCheck.com Global Hospitality Social Media Scan 2011
Tripadvisor
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Tripadvisor: Most Reviews for European and US destinations*Shanghai, Paris and Rome are represented by the most hotels
while London, New York and Paris lead in the number of reviews
eHotelCheck.comHospitality & Destination Consultancy
* 33 destinations ≈ 2,7M hotel reviews
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
Lond
onNew
Yor
kPar
isRom
eLa
s Veg
asBarc
elona
Bangk
ok
San F
ranc
iscoSha
ngha
i Berl
inPra
gueAmste
rdam
Marrak
esh
Madrid
Hong K
ong
Singa
pore
Los A
ngeles
Vienna
Sydne
y Dub
aiVara
dero
Melb
ourne
Stockh
olm
Buenos A
ires
New D
elhi
Cape T
own
Seoul
Cai ro
Rio de J
aneir
o
Jeru
salem
Abu
Dh ab
i
Salvad
or de
Bah
ia
# R
evie
ws
0
500
1000
1500
2000
2500
# H
otel
s
Reviews Hotels
15© eHotelCheck.com
Tripadvisor: Minor changes in Top 5 hotels per destination
In most of the cities three to four hotels out of the Top 5 of 2010 remained in the Top 5 of 2011
eHotelCheck.comHospitality & Destination Consultancy
Amsterdam, Salvador de Bahia, Sydney
Abu Dhabi, Barcelona, Cairo, Cape Town, Dubai, Jerusalem, Prague, Rome, Rio de Janeiro, Singapore, Sao Paulo, Varadero
Berlin, Hong Kong, London, Las Vegas, Los Angeles, Melbourne,San Francisco, Shanghai, Seoul
Buenos Aires, Madrid, Marrakesh, New York, Paris, Stockholm, Vienna
Bangkok1 / 5
2 / 5
3 / 5
4 / 5
5 / 5
Facebook & Twitter
eHotelCheck.com Global Hospitality Social Media Scan 2011
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Likes on Facebook more than tripled in 2011
Hotels make use of and customers respond more on Facebook than on Twitter
eHotelCheck.comHospitality & Destination Consultancy
� The share of hotels with a Facebook account increased from 32% to 59% (+84%).
� In case of Twitter this was an increase from 28% to 41% (+46%).
� The online response on Facebook grew significantly faster than at Twitter (314% versus 56%).
Procentual year on change 2010 to 2011*
0%
50%
100%
150%
200%
250%
300%
350%
Twitter 46% 56%
Facebook 84% 314%
Hotel profiles Followers/Likes
*Based on 330 hotels: Top 10 hotels from Tripadvisor from 33 destinations
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eHotelCheck.comHospitality & Destination Consultancy
Some chains prefer to present multiple hotels on a single shared profile
Such profiles attract large numbers of Likes on Facebook
� 59% of hotels in the sample have a Facebook account.
� Average of 12.000+ Likes.
7.979Mandarin Oriental, Bangkok
9.874Mandarin Oriental, Hong Kong
10.008Mandarin Oriental, Las Vegas
10.074Signature at MGM Grand , Las Vegas
29.138Red Rock Casino Resort & Spa, Las Vegas
LikesTop 5 Individual accounts
37.965Sofitel
55.344The Ritz-Carlton
73.675Sol Meliá
78.792Hyatt
139.169Shangri-La
Likes Top 5 Chains
Chain: One account for multiple hotels
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eHotelCheck.comHospitality & Destination Consultancy
Hotels in Las Vegas are setting the bar in the number of Twitter Followers
Red Rock Casino Resort & Spa is successful on both Twitter and Facebook
� 42% of hotels in the sample have a Twitter account.
� Average of 3.500 Followers.
3.335Four Seasons Hotel, Las Vegas
4.150Four Seasons Hotel, Beverly Hills
4.936Red Rock Casino Resort & Spa, Las Vegas
5.114Mandarin Oriental, Las Vegas
6.149Trump SoHo, New York
FollowersTop 5 Individual account
15.797Kimpton Hotel
16.322Fairmont
17.500Hyatt
17.507Andaz
35.033MGM Grand
Followers Top 5 Chain
eHotelCheck.com Global Hospitality Social Media Scan 2011
Complete Ranking
21
R ank Destina tionS ocia l Media S core 2011
Change vs 2010
Rank 2010
Same ho te ls in to p 5
S ocia l Media S core 2010
1 S an F ranc isco 87% 0 99 .461 1 3 80% 45.4802 Du ba i 87% 9 71 .914 11 4 40% 5.1323 Jerusalem 80% 2 11 .319 5 4 60% 12.9974 Ho ng Ko ng 73% 0 314 .427 4 3 60% 83.6465 New Yo rk 73% 1 48 .523 6 2 60% 7.1526 L os Ang eles 70% -4 64 .839 2 3 70% 14.3257 Bu en os Aires 70% 15 24 .890 22 2 20% 1.8758 Barce lo na 70% 4 16 .206 12 4 40% 4.1449 V arad ero 67% 9 394 .664 18 4 20% 6.98810 S in gapore 67% -7 217 .206 3 4 60% 106.44211 Abu D hab i 63% -1 337 .329 10 4 40% 23.62812 L as V eg as 63% -5 156 .208 7 3 50% 35.82913 P aris 63% 8 101 .847 21 2 20% 2.10114 V ienn a 60% 3 7 .921 17 4 30% 1.29915 Bang ko k 57% -2 161 .098 13 1 30% 3.41116 Ro me 57% 15 5 .537 31 4 0% 61417 Ca iro 50% -8 104 .851 9 4 40% 23.68518 L ond on 50% 8 10 .596 26 3 0% 1.67019 Melbou rn e 47% 1 106 .074 20 3 20% 2.48620 Madrid 47% -12 79 .311 8 2 50% 9.20221 Cape Tow n 47% 3 3 .612 24 4 10% 1.75122 S au P aulo 43% -11 221 .172 11 4 40% 7.23823 Berlin 43% -6 136 .114 16 3 30% 2.77124 P rague 43% -8 9 .003 15 2 30% 3.00625 Marrakesh 43% -1 4 .168 23 2 20% 1.01226 S han gh ai 43% 4 211 .397 29 3 0% 94127 Amste rd am 40% -1 42 .938 25 5 5% 1.30828 S to ckholm 40% -13 30 .796 14 2 30% 3.20329 Rio D e Jane iro 40% -9 26 .626 19 4 20% 5.76630 New D elhi 37% 40 .182 No t included31 S ydney 33% -3 241 .567 27 5 0% 1.33532 S alvador de Bahia 23% -1 1 .340 30 5 0% 69433 S eou l 13% -4 4 .691 28 3 0% 1.323
Respo nse 2011 R espon se 2010
© eHotelCheck.com
Global Hospitality Social Media Scan
Complete Results 2011
eHotelCheck.comHospitality & Destination Consultancy
Social Media Score: % ‘yes’ of 3 parameters for 10 hotels per destination: Link on Tripadvisor, Facebook and Twitter account
Our Services
eHotelCheck.com Global Hospitality Social Media Scan 2011
© eHotelCheck.com
eHotelCheck.comHospitality & Destination Consultancy
Our services for the tourism industry
Strategic advice & operational support for hotels and destinations Specialized in online markets
DestinationsMarket & Strategy� Tourism strategy� Hotel studies� Benchmarking� Organization and cooperation� PositioningReporting & Statistics� Collecting and processing of data� KPI reportingOnline� eStrategy� Online presence analysis� Social media utilization & training� Best practice sharing
HotelsPerformance & Opportunities� Market analysis� Concept development� Revenue & pricing analysis� Feasibility studies� BenchmarkingReporting� Performance reports� DashboardsOnline� Online presence analysis� Monitoring of prices and guest feedback� Social media strategy
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