Rankings of the Top U.S. Hotels Based on Social Media Performance and Word of Mouth Conversations
TORONTO, ON – March 10, 2016 – Technology and data company Engagement Labs, released rankings on the top U.S. hotels on social media and through word of mouth (WOM) conversations. The data consists of proprietary social media measurement tools.
Top 10 U.S. Hotels on Social Media and Word of Mouth Conversations 
“As March break descends upon us, the hotel industry is preparing for a boost in bookings,” stated Bryan Segal, CEO at Engagement Labs. “Travelers are turning to social media to discover various options and receive recommendations on where to stay during their trips. 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.”
On Facebook Waldorf Astoria, The Ritz-Carlton and Fairmont Hotels were the highest-ranked hotels, ranking consistently in the top five for all eValue subcategories of Engagement, Impact and Responsiveness. Waldorf Astoria not only ranked first for overall eValue score but also had the highest Engagement score and the most likes and shares per 1,000 fans. Fourth-place finisher Hilton Hotels had the highest Impact score and experienced the most impressive fan growth with 12,505 new followers during the time period measured. The brand with the highest Responsiveness score was Four Points by Sheraton, which leveraged its Facebook channel as an avenue to interact in two-way conversations with consumers helping to build brand affinity.
On Twitter, Ritz-Carlton placed first with the highest eValue score and the highest Impact score.. The highest Engagement score was generated by Radisson, which posted numerous high-quality, user-generated images showcasing its amenities at various locations. The highest Responsiveness score was generated by Fairmont Hotels, which took the time to thoughtfully respond to its followers tweets – both positive and negative.
Hilton Hotels ranked first for overall eValue score on Instagram, with Waldorf Astoria coming in at a close second. Hilton Hotels utilized user-generated content to showcase beautiful views from its numerous locations, while attaching themselves to popular hashtags such as #travel and #travelgram.
“Online research is a prime avenue for consumers to leverage when booking travel. Therefore it is vital for hotel brands to capture the essence of their hotel through online channels, especially on social media. Brands who build an online story that demonstrate the hotel experience through visuals and excellent two way communication with guests, builds brand affinity and trust with the consumer, thereby making them more inclined to book,” continued Segal. “While social channels influence purchasing decisions, travel shoppers are just as influenced by recommendations from offline sources.”
The success of the hotel industry relied on the guest experience. Social media has empowered consumers with an additional avenue to discuss those experiences. Therefore, it’s extremely important for hotel brands to understand the volume of conversations, happening both online and offline, to determine the impact on its business. Placing in the top five across the board for online eValue scores, Hilton Hotels also leads in offline WOM conversation, earning 20.7 percent of all conversations around the hotel industry. Marriott came in a close second place with 20.5 percent, while Holiday Inn followed with 11 percent of the conversation.
“There is an important synergy between online and offline conversations. Today, consumers move seamlessly between offline and online conversations and brands need to understand how to tap into those conversations and utilize this data in their marketing efforts,” noted Segal. “Offline conversation can drive online conversation, and vice versa, both serving as a reflection of consumers’ emotions and experiences. 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.”
