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Facebook fans & Twitter followers of 5 star city hotels in Europe

mayo 6, 2014Posted by esarioin Social Media

On Social Media, your main target should be all about getting «Engage» with your fans and followers. Total number of Facebook Likes or Twitter followers are THE two basic metrics, that considering the limit of 1st one (you can buy Likes), can still reveal themselves useful to detect trends on hotel social media adoption on different markets and how individual hotels concentrate their efforts and resources by network.

Using datas extracted from Extramio (Esario’s Hotel Competitive Intelligence Tools), we will cover with you main headlines and conclusions from our latest hotel social media report : Facebook / Twitter and 5 star hotels in Barcelona, London, Paris, Rome . All hotels in this set have over 45 bedrooms.

Table: 5 star hotels – % of Facebook Page or Twitter Profile in May 2014

City

N. of 5*
Hotels

N. of
Rooms

% Hotels with
Facebook Pages

% Hotels with
Twitter Profiles

Barcelona 23 5 037 100% 78,3%
London 82 14 873 98,8% 86,6%
Paris 42 4 995 100% 85,7%
Rome 27 3 808 96,3% 70,4%
TOTAL 174 28 713 98,9% 82,76%

Nearly all 5 star hotels in those key European cities have a Facebook page. However, nearly 1 out of 5 of those luxury hotels have no presence on Twitter.

Table: 5 star hotels – Facebook Likes and Twitter Followers

TOTAL832 11937 940457 572

City

Fb Likes
2 May-14

New Likes
since 1 Apr-14

Twitter followers
5 May-14

Barcelona 126 310 3 775 34 205
London 384 101 11 136 359 093
Paris 272 973 17 691 58 679
Rome 48 735 5 338 5 595

In relation to size of 5 star hotel offering (number of hotels and number of rooms available a given night), Paris is outperforming its rival cities on total number of Facebook Fans.

In Rome, the total number of new likes for the 5 star hotels increased an astonishing 12,3% in a month. Rome is clearly trying to catch up and is investing new resources to develop their presence on Facebook.

When 5 star Hotels in London have nearly the same number of Twitter followers than Facebook Fans (93%), in all other cities, this number is 4 to 10 time smaller: 11,5% in Rome, 21% in Paris, 27% in Barcelona

Following roll out of new Twitter design announced on 1st of April, 29% of 5 star hotels in those 4 cities, had adopted new Twitter profile one month later (5th of May). Really few have yet to use the new banner format to share messages from their latest marketing campaigns.

Contact us for more information about our Hotel Social Media Management services

Tags: Facebook, Hotels, Twitter
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