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

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
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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

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eHotelCheck.com Global Hospitality Social Media Scan 2011

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