MindShift Interactive - Social Media Report - Hotels in India
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MindShift Interactive - Social Media Report - Hotels in India MindShift Interactive - Social Media Report - Hotels in India Document Transcript

  • P a g e | 47 Part II : Hotel Industry Analysis• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 48 Hotel Industry AnalysisHospitality & Tourism Industry: Airline Online Travel Agencies Hotels Travel Review Websites• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 49Hotel Industry in IndiaA major contributor to the Tourism Industry are Hotels, growing rapidly by nearly 15% in 2010/11,with growth in demand outpacing supply, and nationwide occupancy growing by 1.7% over that of2009/10. The Hotel Industry has seen a growth of 187.22% in the past 10 years (2001 -11) and isestimated to grow at the rate of 43.21%, five years from now (2011 - 2016), as stated by the UnitedNations Conference on Trade and Development (UNCTAD).India’s Hotel Industry has shown robust growth in the fiscal (2011-2012) till November,notwithstanding the global and local economic slowdown, reporting continuous revenue-per-available-room (RevPAR) growth and the hotel inventory is expected to add another 61,000 rooms inthe next 3 years. The market is estimated to reach US$ 30 billion by 2015.To tap the growing opportunity, around 25 major international hotel companies like Accor, Marriott,Claridges and Shangri-la are looking to enter India, either independently or in collaboration withdomestic partners.The rise of Hotels coming up in India leads to their need to stand out and make a mark, thus leadingto a greater dependancy on social media, to increase outreach and maintain relationships.MindShift Metrics conducted a study to identify and analyse the activities by the Top 5 playerswithin the Hotel industry who maintain an active presence on Social Media and rank high on theMindShift Metrics ScoreCard©. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 50Industry Snapshot 8% - Total Online ConversationsThe 8 % conversations that were tracked through the hotels audited, most conversations were on: a. Feedback associated with the services of the hotel, like food, customer service, ambience, infrastructure of the hotel. b. Queries related to Bookings & Reservations c. Value for Money Comparison with other hotelsFacebook dominated the medium by usage of campaigns and content regarding the hotel. A needfor highlighting positive experiences and gratifying consumers, while also leveraging uponrestaurants in the hotel could be key to increase positive sentiments and conversations. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 51MindShift Report Findings – Hotels on SocialMedia Club Mahindra (51%) had the maximum number of conversations, followed by ITC Facebook, News, Twitter & Forums were the most used platforms for Online ConversationsConsumer Perception – Sentiment Analysis Club Mahindra - Most talked about brand, ranks highest in each sentiment ITC hotels - Least negative comments Taj Hotels - 2nd in most positive conversationsTG Profiling - Gender Analysis Males dominated 76% of the conversations whereas Females share 24% of the Online Conversations. This showcases the decision making power of Men Vs Women whilst making reservations & their voice on social media being much higher within this segment. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 52 Top Brand Conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 53Social Media MetricsWe tracked the Social Media presence of the top five socially active hotels in India, analyzing theobjective, activeness of the brand and the strategic approach chosen, with respect to campaigns,platform integration and response management, resulting in a thorough Social Media Audit.The MindShift Metrics Scorecard© shares insights on each brands Social Media presence, via pre-defined and proven Metrics. The scores aligned to each metric provide for a sustained and insightfuldigital outreach for brands which come from an understanding of the consumer and business.Metrics defined for each platform take into consideration the qualitative (content, creative’s, etc)and quantitative (fan numbers, outreach, interactions, etc) features of the platform.The sum of all scores together aligns a Rank to the Brand thus leading us to the insights of whichbrand dominates on social media and the reasons behind the same.The table below displays the MindShift Rank for Hotels brands, highlighting that Club Mahindra leadsthe social media space followed by Oberoi Hotels, ITC Hotels & Taj Hotels. The Pride Hotels is at thebottom of the scorecard. Hotels MindShift Metrics MindShift Rank ScoreCard© Club Mahindra 1 50 Oberoi Hotels 2 47.5 ITC Hotels 3 45 Taj Hotels 4 39.5 The Pride Hotels 5 36.5For a detailed understanding of the Ranking process, please refer to our Research Design – MindShift Metrics ScorecardSection.MindShift Metrics Scorecard© and the Social Media Audit helpsyou gain deeper insights on the following:1. Platform Analysis2. Strengths and Weakness of each brand on Social Media3. Global Trend Analysis and Forecasting on the basis of the same • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 54Club Mahindra - MindShift ScoreCard©Rank - 1Score – 50/100Hotel SocialBrand ReachClubMahindra 5 20 14 7 1 2 NA 1 NAClub Mahindra is crowned as a leader in Social Media within the Hotel Industry with a MindShiftScore of 50. Consistency of campaignsis & social media optimization are key to success of the brand.Facebook Insights - With over 63467 fans and an excellent engagement ratio (14%) ClubMahindra leads the presence on FacebookContent Mix – A mix of informative & innovative content like destination & cultural trivia,information on local delicacies, Resort Information with usage of different Facebook features likemembership experiences via photos & videos, polls and interactive questions keeps their fans wellconnectedCampaign Strategy – Offline integrated campaign, #TreeOfWishes during Christmas & a twittercampaign, #holidayhaiku created a high engagement ratio for the brand.Club Mahindra leads the Twitter presence with 7159 followers and effective engagement. Withconsistent daily updates, campaigns and active response management, the brand optimises the use ofthis platformYouTube is another platform which is well explored by Club Mahindra with around 158 subscribersand over 3,72,659 video viewsYouTube Innovation – Frequent Videos (Average of 1 Video/3 Days) + Customer Experiences +Campaign Videos = SUCCESSFUL PRESENCE • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 55Oberoi Hotels - MindShift Scorecard ®Rank – 2Score – 47.5/100Hotel - SocialBrand ReachOberoiHotels 6 19 12.5 4 2 3 NA 1 NAMindShift ScoreCard© ranking for Oberoi Hotels - 2nd most active on Social MediaFacebook Insights – Oberoi Hotels has over 10879 fans on Facebook with a low Engagement Ratioof 3.5%The Welcome Page of the Brand is impressive with a mix of Interesting Destinations +Reservations + Special Offers + Twitter + Video IntegrationContent Mix – Themes about hotel destinations and travel stay at various Oberoi Chains dominatethe conversationsCampaign strategy – Sharing Information and Assistance via Social Media remains the strategy ofthe brand, though a campaign would surely boost their engagement Twitter presence with 2750 fans. Hotel Information, addressing appreciative tweets, festive wishes, career updates and response management are the key elements on Twitter but the need for increased interactions is awaited.YouTube channel with 26 subscribers and over 9577 viewsPoor customization and usage of the videos available on the channel..#MindShiftApproach – Consumer experience, hotel tours to be showcased along with appropriatetagging and titling of the videos. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 56ITC Hotels - MindShift Scorecard©Rank - 3Score – 45/100Hotel - SocialBrand ReachITCHotels 7 16.5 11.5 5 1 2 1 1 NAITC Hotels rank third for their Social Media Presence by MindShift Metrics Scorecard ©Facebook Insights – High number of fans (15402) but a low Engagement Ratio of 2%FB is well integrated with Bookings Tab, Videos and TestimonialsContent Mix – Food/Cuisine, Associations (like Kolkata Literary Festival), and Discounts at variousHotels, Trivia and InformationCampaign Strategy – Responsible Luxury as a brand positioning campaign is highlighted apartfrom the usual updatesTwitter presence with 1622 followers and active response management.Customized twitter contests are held on occasions like - #proudtobeindian, leading to ActiveEngagementYouTube Channel has 11 videos with over 2940 Views. Least Engaging Platform from ITC Hotels • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 57Taj Hotels - MindShift Scorecard©Rank - 4Score – 39.5/100Hotel - SocialBrand ReachTajHotels 4 15 11.5 5 NA 4 NA NA NA With a score of 39.5, Taj Hotels rank fourth in the Social Media Presence - MindShift Metrics Scorecard ©Facebook Insights – Lagging behind considerably with only 31290 fans and an Engagement Ratioof 1.8%Content Mix – Taj has integrated their Services at the Hotel with Social Media. Innovations andOfferings at Hotels are highlighted via Social MediaEx: Association with Jaipur Literary Festival, Party for Authors, Lunch/ Buffet Deals, etc..Campaign Strategy – Campaigns like Mélange “Vote for Art” and “Marathon For A Cause” havebeen integrated with Social Media The Twitter presence of Taj Hotels is as @TajMahalMumbai with 2444 followers. Twitter Strategy – Regional Twitter Accounts are maintained to address and respond in an effective manner. Customized Twitter Contests and Quick Response Management are key elements on TwitterYoutube - With 10 uploads with over 89,000 Views, the content surely interests the customerThough the brand needs to share more videos with Testimonials, Ads and Hotel Offerings toincrease its subscriber base and extend its Social Media Offerings • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 58Pride Hotels - MindShift Scorecard©Rank - 5Score – 36.5/100Hotel - SocialBrand ReachPrideHotels 5 15.5 9 4 2 1 NA NA NA Pride Hotels rank 5th in the Social Media Presence ranking via MindShift Metrics Scorecard©Facebook Insights – The Pride Hotels has a Facebook presence with over 23339 fans and anEngagement Ratio of 1%. This is the lowest within the tracked presences.Content Mix - Travel tips, brand updates, festival and food updates with little to engage upon.Campaign updates – Informing fans about latest deals/ offerings is the current strategy. BIGCAMPAIGNS are missing on Social MediaTwitter presence with 386 followers is Low.Twitter Strategy – One/Two updates daily with Responses on Check Ins and queries. LowTwitter Presence as compared to other hotelsYouTube presence requires attention as well, with 5643 views, 1 subscriber and 12 uploads. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 59 Social Media Content Analysis A content mix below showcases the kind of content that makes it to each social media platform. Platforms leveraged by Brands Type of Updates Brands adopting these Content StrategiesCampaign updates   DestinationInformation & Facts   Interactive questions   Addressing ConsumerQueries/complaints   Food Related updates   Festival Updates   Travel Tips   Travel Quotes   BrandPromotion(Redirectin   g to website)Brand updates,photos & Videos   Sharing Member’sExperiences    • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 60The above showcases a similar pattern of content being used widely across the Hotel Industry.Contextual content remains the core concentration amongst all. Platform-wise, Youtube seems to bethe platform that has not been vitalized to the fullest across the industry.Platform AnalysisThe below statistics help us understand the presence of the Top 3 Brands in the Hotel Industry, overkey Social Networks. The charts also highlight the number of conversations for each brand on SocialMedia, reinforcing the upcoming MindShift Audit and Analysis. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 61 Top Three Destinations for Hotels Taj Hotels were preferred by most who visited Mumbai, followed by ITC Hotels, whereas Club Mahindra had its own unique destinations. Consumer Perception – ReviewsTaj Hotels was the mostpositively talked about Hotelamong the Top 5, whereasThe Pride Hotel had the mostnumber of Negative Reviews • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 62Social Media Findings – MindShiftMetrics Least Conversations on Social Media, from Brands & Consumers Club Mahindra is making a keen effort to scale across Social Media when compared to the others. Still Exploring! The Indian Hotel Industry is still exploring Social Media. However, 2012 will see most Hotels get onto the bandwagon and capitalize on the medium. Most people talk about Hotels with respect to: 1. Service 2. Infrastructure 3. Location 4. Food Taj Hotel is the most visited/reviewed Forums are the preferred platform for online conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
  • P a g e | 63Trend ForecastingWe look at trends on the basis of how social media is evolving as well as global trends that areworthy of adopting towards a sustained social media outreach. 1. Active Engagement: Create instances for consumers to speak with you and ensure you sustain them, at all times. 2. Online Reputation Management has become the need of the hour and as the world shifts towards the digital space, ORM or Online Customer Service representatives will become a need higher than the one’s available offline. From booking a hotel room to enquiring about discounts available, digital will be the space for reputation and response management. 3. Informative rather than Promotional: Move away from hard-selling your hotel or the restaurants in it. Talk about events, tend to queries and exchange information with prospect consumers. 4. Aligned KPIs: Every platform delivers a specific purpose and every hotel makes use of each of these social media tools as per their needs. We all expect an ROI out of social media, and hence it is important to align KPIs such as engagement ratio, trends created, etc. 5. Location Based Intersection: Location-based services such as Foursquare and Facebook Places have brought a new level of how people demonstrate that they want to be associated with where they are, and that they are interested in communicating with people in the same place. Internationally, Specials on Foursquare urge a user to check-in and describe his experience in exchange for a discount or freebie. Brands are gradually adopting the same technique in India and Hotels must capitalize on this space too in order to increase their outreach and loyalists. 6. Social Business: Beyond Social Media Marketing, business units within the Hotel industry are taking onto social media to leverage their customer care, recruitment drives, corporate communication and even their CSR activities. _______________ • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •