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eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
eHotelCheck's Report Global Hospitality Social Media Scan 2011
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eHotelCheck's Report Global Hospitality Social Media Scan 2011

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eHotelCheck's annual report on social media adoption in the hospitality sector

eHotelCheck's annual report on social media adoption in the hospitality sector

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  • 1. 1 eHotelCheck.com Global Hospitality Social Media Scan 2011
  • 2. 2© 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 16 6. Complete Ranking 21
  • 3. 3© eHotelCheck.com eHotelCheck.com Hospitality & Destination Consultancy Executive summary Objective Determine current rate of social media tools adoption by hotels in 33 major destinations around 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 and visitors’ 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
  • 4. eHotelCheck.com Global Hospitality Social Media Scan 2011 Objective & Methodology
  • 5. 5© eHotelCheck.com Objective Annual ranking of the social media adoption in 33 major destinations eHotelCheck.com Hospitality & 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 world selected One 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 still limited and therefore they have not been included the study.
  • 6. 6© eHotelCheck.com Methodology Comparison and ranking of 33 destinations based on a composite score eHotelCheck.com Hospitality & Destination Consultancy Social Media Score (supply) Indicator of adoption of social media by hotels within a destination Each destination represented by 10 hotels 3 yes/no parameters per hotel - Link on Tripadvisor - Facebook account - Twitter account Score: % ‘yes’ on 30 parameters N.B. Total score per destination is not influenced by outliers. Response (demand) Indicator of internet users’ response to hotels’ social media tools within a specific destination The total sum per destination of Reviews on Tripadvisor Likes on Facebook Followers on Twitter N.B. Hotel chains with a central account for multiple hotels can significantly influence the overall score of a destination.
  • 7. 7© eHotelCheck.com Data Collection Online from individual websites and main social media platforms Tripadvisor Destination number of reviews number of hotels Top 10 hotels name number of reviews direct link to hotel site (Y/N) 1 Hotel Websites Link from Tripadvisor Link on hotel website 2 Facebook 2,496 Likes 160 Talking about this 1,850 Were here 3 Twitter 148 Tweets 165 Following 1,021 Followers 52 Listed 4 eHotelCheck.com Hospitality & Destination Consultancy
  • 8. eHotelCheck.com Global Hospitality Social Media Scan 2011 Global Results
  • 9. 9© eHotelCheck.com Global Hospitality Social Media Scan 2011: Top 10 Destinations San Francisco still in the lead, Dubai catches up Hong Kong and Varadero enjoy the largest response from internet users eHotelCheck.com Hospitality & Destination Consultancy 1 Social Media Score: % ‘yes’ of 3 parameters for 10 hotels per destination: Link on Tripadvisor, Facebook and Twitter account 2 Response: Sum of reviews, likes and followers Rank Destination Social Media Score 2011 Change vs 2010 1 San Francisco 87% 0 99.461 2 Dubai 87% 9 71.914 3 Jerusalem 80% 2 11.319 4 Hong Kong 73% 0 314.427 5 New York 73% 1 48.523 6 Los Angeles 70% -4 64.839 7 Buenos Aires 70% 15 24.890 8 Barcelona 70% 4 16.206 9 Varadero 67% 9 394.664 10 Singapore 67% -7 217.206 Response 20111 2
  • 10. 10© eHotelCheck.com Adoption of social media tools by hotels per continent North America and Middle East: the highest rate overall Europe: the lowest adoption of Twitter eHotelCheck.com Hospitality & Destination Consultancy 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 Facebook Europe Africa Australia South America Asia North America Middle East 2Australia 3Africa 3Middle East 5North America 5South America 6Asia 10Europe Number of destinations in study Continent
  • 11. 11© eHotelCheck.com Internet user response per destination Las Vegas leads on Twitter, Varadero on Facebook, London on Tripadvisor eHotelCheck.com Hospitality & Destination Consultancy 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 Dhabi Hong Kong Sydney Sao Paulo Bangkok Shanghai Singapore Los Angeles Cairo Berlin San Fransisco Las Vegas New York Paris Dubai Buenos Aires Madrid New Delhi
  • 12. 12© eHotelCheck.com Internet user response: Top 10 destinations* for each social media platform Las Vegas and Singapore enjoy the highest and most diverse response rate eHotelCheck.com Hospitality & Destination Consultancy 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.
  • 13. eHotelCheck.com Global Hospitality Social Media Scan 2011 Tripadvisor
  • 14. 14© eHotelCheck.com 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 Hospitality & Destination Consultancy * 33 destinations ≈ 2,7M hotel reviews 0 50.000 100.000 150.000 200.000 250.000 300.000 350.000 London N ew YorkParisR om e Las Vegas B arcelona B angkok San Francisco ShanghaiB erlinPrague A m sterdam M arrakeshM adrid H ong K ong Singapore Los AngelesViennaSydneyD ubai Varadero M elbourne Stockholm B uenos A ires N ew D elhi C ape Tow nSeoulC airo R io de Janeiro Jerusalem A bu Dhabi Salvadorde B ahia #Reviews 0 500 1000 1500 2000 2500 #Hotels Reviews Hotels
  • 15. 15© eHotelCheck.com Tripadvisor: Minor changes in Top 5 hotels per destination In most of the cities three to four hotels out of the Top 5 of 2010 remained in the Top 5 of 2011 eHotelCheck.com Hospitality & Destination Consultancy 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 / 5 2 / 5 3 / 5 4 / 5 5 / 5
  • 16. Facebook & Twitter eHotelCheck.com Global Hospitality Social Media Scan 2011
  • 17. 17© eHotelCheck.com Likes on Facebook more than tripled in 2011 Hotels make use of and customers respond more on Facebook than on Twitter eHotelCheck.com Hospitality & Destination Consultancy The share of hotels with a Facebook account increased from 32% to 59% (+84%). In case of Twitter this was an increase from 28% to 41% (+46%). The online response on Facebook 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
  • 18. 18© eHotelCheck.com eHotelCheck.com Hospitality & Destination Consultancy Some chains prefer to present multiple hotels on a single shared profile Such profiles attract large numbers of Likes on Facebook 59% of hotels in the sample have a Facebook account. 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 Meliá 78.792Hyatt 139.169Shangri-La LikesTop 5 Chains Chain: One account for multiple hotels
  • 19. 19© eHotelCheck.com eHotelCheck.com Hospitality & Destination Consultancy Hotels in Las Vegas are setting the bar in the number of Twitter Followers Red Rock Casino Resort & Spa is successful on both Twitter and Facebook 42% of hotels in the sample have a Twitter account. Average of 3.500 Followers. 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
  • 20. eHotelCheck.com Global Hospitality Social Media Scan 2011 Complete Ranking
  • 21. 21 R ank Destination S ocial Media S core 2011 Change vs 2010 Rank 2010 Same hotels in top 5 S ocial Media S core 2010 1 S an Francisco 87% 0 99.461 1 3 80% 45.480 2 Dubai 87% 9 71.914 11 4 40% 5.132 3 Jerusalem 80% 2 11.319 5 4 60% 12.997 4 Hong Kong 73% 0 314.427 4 3 60% 83.646 5 New Yo rk 73% 1 48.523 6 2 60% 7.152 6 Los Angeles 70% -4 64.839 2 3 70% 14.325 7 Buenos Aires 70% 15 24.890 22 2 20% 1.875 8 Barcelona 70% 4 16.206 12 4 40% 4.144 9 V aradero 67% 9 394.664 18 4 20% 6.988 10 S ingapore 67% -7 217.206 3 4 60% 106.442 11 Abu D habi 63% -1 337.329 10 4 40% 23.628 12 Las V egas 63% -5 156.208 7 3 50% 35.829 13 P aris 63% 8 101.847 21 2 20% 2.101 14 V ienna 60% 3 7.921 17 4 30% 1.299 15 Bangkok 57% -2 161.098 13 1 30% 3.411 16 Rome 57% 15 5.537 31 4 0% 614 17 Cairo 50% -8 104.851 9 4 40% 23.685 18 London 50% 8 10.596 26 3 0% 1.670 19 Melbourne 47% 1 106.074 20 3 20% 2.486 20 Madrid 47% -12 79.311 8 2 50% 9.202 21 Cape Tow n 47% 3 3.612 24 4 10% 1.751 22 S au P aulo 43% -11 221.172 11 4 40% 7.238 23 Berlin 43% -6 136.114 16 3 30% 2.771 24 P rague 43% -8 9.003 15 2 30% 3.006 25 Marrakesh 43% -1 4.168 23 2 20% 1.012 26 S hanghai 43% 4 211.397 29 3 0% 941 27 Amsterdam 40% -1 42.938 25 5 5% 1.308 28 S tockholm 40% -13 30.796 14 2 30% 3.203 29 Rio D e Janeiro 40% -9 26.626 19 4 20% 5.766 30 New D elhi 37% 40.182 Not included 31 S ydney 33% -3 241.567 27 5 0% 1.335 32 S alvador de Bahia 23% -1 1.340 30 5 0% 694 33 S eoul 13% -4 4.691 28 3 0% 1.323 Response 2011 R esponse 2010 © eHotelCheck.com Global Hospitality Social Media Scan Complete Results 2011 eHotelCheck.com Hospitality & Destination Consultancy Social Media Score: % ‘yes’ of 3 parameters for 10 hotels per destination: Link on Tripadvisor, Facebook and Twitter account
  • 22. Our Services eHotelCheck.com Global Hospitality Social Media Scan 2011
  • 23. © eHotelCheck.com eHotelCheck.com Hospitality & Destination Consultancy Our services for the tourism industry Strategic advice & operational support for hotels and destinations Specialized in online markets Destinations Market & Strategy Tourism strategy Hotel studies Benchmarking Organization and cooperation Positioning Reporting & 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 Benchmarking Reporting Performance reports Dashboards Online Online presence analysis Monitoring of prices and guest feedback Social media strategy
  • 24. eHotelCheck.com More information at: www.ehotelcheck.com/socialmediascan or Press@eHotelCheck.com or Niels.Schipper@eHotelCheck.com eHotelCheck.com Hospitality & Destination Consultancy

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