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*
|
N. of
|
% Hotels with
|
% Hotels with
|
| 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
|
New Likes
|
Twitter followers
|
| 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.
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