report global hospitality social media scan 2011

8/3/2019 Report Global Hospitality Social Media Scan 2011

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eHotelCheck.com

Global Hospitality Social Media Scan

2011


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eHotelCheck.com

eHotelCheck.com

Hospitality & Destination Consultancy

Content

Page

1. Executive Summary 3

2. Objective & Methodology 4

3. Global Results 8

4. Tripadvisor 13

5. Facebook & Twitter 166. Complete Ranking 21


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Executive summary

Objective

Determine current rate of social media tools adoption by hotels in 33 major destinationsaround 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 andvisitors 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


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eHotelCheck.com Global Hospitality Social Media Scan 2011

Objective & Methodology


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Objective

Annual ranking of the social media adoption in 33 major destinations

eHotelCheck.comHospitality & Destination Consultancy

Destinations

Ranking of 33 destinations based on

online activity of:

supply (hotels) demand (internet users)

All continents represented by at least

two destinations.Main tourist cities from around the worldselectedOne 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 thestudy.


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Methodology

Comparison and ranking of 33 destinations based on a composite score


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 accountScore: % 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 accountfor 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 tohotel site (Y/N)

1

Hotel WebsitesLink from Tripadvisor

Link on hotel website

2

Facebook

2,496Likes

160Talking about this

1,850Were here

3

Twitter

148Tweets

165Following

1,021Followers

52Listed

4



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Global Results


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Global Hospitality Social Media Scan 2011: Top 10 DestinationsSan Francisco still in the lead, Dubai catches upHong Kong and Varadero enjoy the largest response from internet users

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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% 9 394.664

10 Singapore 67% -7 217.206

Response 201112


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Adoption of social media tools by hotels per continentNorth America and Middle East: the highest rate overallEurope: the lowest adoption of Twitter

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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%

Twitter

Faceboo

k

Europe

Africa

Australia

South America

Asia

North America

Middle East

2Australia

3Africa

3Middle East

5North America

5South America

6Asia

10Europe

Number ofdestinations

in study

Continent


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Internet user response per destination

Las Vegas leads on Twitter, Varadero on Facebook, London on Tripadvisor

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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

#LikesonFacebook

Varadero

Abu DhabiHong Kong

Sydney

Sao Paulo

Bangkok ShanghaiSingapore

Los Angeles

Cairo

Berlin

San Fransis co

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

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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.


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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.com


* 33 destinations

2,7M hotel reviews

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

London

NewYorkParisRo

me

LasV

egas

Barcelona

Bangkok

SanF

rancisco

Shanghai

BerlinPr

ague

Amsterdam

MarrakeshMa

drid

Hong

Kong

Sing

apore

LosA

ngelesVienna

Sydney

Dubai

Varadero

Melbo

urne

Stockh

olm

Buenos

Aires

NewDelhi

Cape

Town

Seoul

Cairo

Riode

Janeiro

Jerusalem

AbuDhab

i

Salva

dordeB

ahia

#Reviews

0

500

1000

1500

2000

2500

#Ho

tels

Reviews Hotels


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Tripadvisor: Minor changes in Top 5 hotels per destinationIn most of the cities three to four hotels out of the Top 5 of 2010 remained in the Top 5of 2011

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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 / 52 / 5

3 / 5

4 / 55 / 5


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Facebook & Twitter



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Likes on Facebook more than tripled in 2011Hotels make use of and customers respond more on Facebook than on Twitter

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The share of hotels with a

Facebook accountincreased from 32% to 59%(+84%).

In case of Twitter this was

an increase from 28% to41% (+46%).

The online response onFacebook 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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Some chains prefer to present multiple hotels on a single shared profileSuch profiles attract large numbers of Likes on Facebook

59% of hotels in thesample have a Facebookaccount.

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 Meli

78.792Hyatt

139.169Shangri-La

LikesTop 5 Chains

Chain: One account for multiple hotels


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Hotels in Las Vegas are setting the bar in the number of Twitter FollowersRed Rock Casino Resort & Spa is successful on both Twitter and Facebook

42% of hotels in the

sample have a Twitter

account. Average of 3.500Followers.

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

FollowersTop 5 Chain


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Complete Ranking


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R ank D est ina tionSocial Media

Score 2011

Change

vs 2010

Rank

2010

Same ho tels

in top 5

Social Media

Score 2010

1 San Francisco 87 % 0 99 .461 1 3 80% 45.4802 Dubai 87 % 9 71 .914 11 4 40% 5.132

3 Jerusalem 80 % 2 11 .319 5 4 60% 12.9974 Hong Kong 73 % 0 314 .427 4 3 60% 83.6465 New Yo rk 73 % 1 48 .523 6 2 60% 7.1526 Los Angeles 70 % -4 64 .839 2 3 70% 14.3257 Buenos Aires 70 % 15 24 .890 22 2 20% 1.8758 Barcelona 70 % 4 16 .206 12 4 40% 4.1449 Varadero 67 % 9 394 .664 18 4 20% 6.98810 Singapore 67 % -7 217 .206 3 4 60% 106.44211 Abu Dhabi 63 % -1 337 .329 10 4 40% 23.62812 Las Vegas 63 % -5 156 .208 7 3 50% 35.829

13 Paris 63 % 8 101 .847 21 2 20% 2.10114 Vienna 60 % 3 7.921 17 4 30% 1.29915 Bangkok 57 % -2 161 .098 13 1 30% 3.41116 Rome 57 % 15 5 .537 31 4 0% 61417 Cairo 50 % -8 104 .851 9 4 40% 23.68518 London 50 % 8 10 .596 26 3 0% 1.67019 Melbourne 47 % 1 106 .074 20 3 20% 2.48620 Madrid 47 % -1 2 79 .311 8 2 50% 9.20221 Cape Town 47 % 3 3.612 24 4 10% 1.75122 Sau P aulo 43 % -1 1 221 .172 11 4 40% 7.23823 Berlin 43 % -6 136 .114 16 3 30% 2.771

24 Prague 43 % -8 9 .003 15 2 30% 3.00625 Marrakesh 43 % -1 4 .168 23 2 20% 1.01226 Shanghai 43 % 4 211 .397 29 3 0% 94127 Amsterdam 40 % -1 42 .938 25 5 5% 1.30828 Stockholm 40 % -1 3 30 .796 14 2 30% 3.20329 Rio De Jane iro 40 % -9 26 .626 19 4 20% 5.76630 New Delhi 37% 40.182 No t included31 S dne 33 % -3 241 .567 27 5 0% 1.33532 Salvador de Bahia 23 % -1 1 .340 30 5 0% 69433 Seoul 13 % -4 4 .691 28 3 0% 1.323

Respo nse 2011 R esponse 2010

eHotelCheck.com

Global Hospitality Social Media ScanComplete Results 2011

eHotelCheck.com


Social Media Score: % yes of 3 parameters for 10 hotels per destination: Link on Tripadvisor,Facebook and Twitter account


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Our Services



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eHotelCheck.com


Our services for the tourism industryStrategic advice & operational support for hotels and destinationsSpecialized in online markets

Destinations

Market & Strategy Tourism strategy Hotel studies

Benchmarking Organization and cooperation

PositioningReporting & Statistics Collecting and processing of data KPI reporting

Online eStrategy Online presence analysis Social media utilization & training Best practice sharing

Hotels

Performance & Opportunities Market analysis Concept development

Revenue & pricing analysis Feasibility studies

BenchmarkingReporting Performance reports Dashboards

Online Online presence analysis Monitoring of prices and guest

feedback Social media strategy


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More information at:

www.ehotelcheck.com/socialmediascanor

[email protected]

[email protected]

eHotelCheck.com Hospitality & Destination Consultancy

report global hospitality social media scan 2011

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