While hotels have tried to embrace social media as much as possible, it can backfire on them. When it comes to getting beat up on social media, the Hilton chain is on top, according to a new survey by Crimson Hexagon.
The research analyzed Twitter posts over an almost six-month period to see how 10 of the world's largest hotel chains (based on number of rooms, employees, properties, and social media buzz) fared. Hilton had a 17 percent negative rating; customers complained about charging for Wi-Fi, connection speeds, poor customer service, getting spammy phone calls and billing problems, according to the survey.
Hilton was the most hated, with 17 percent of tweets being negative. Tying for second place, with 14 percent of tweets being disparaging, are Marriott, Sheraton, Westin, DoubleTree and Crowne Plaza, reports Business Insider.
For hotels, success is measured in large part, by positive ratings on social media. Radisson (62 percent) and Best Western (57 percent) led the pack, followed by Marriott (45 percent). Radisson also has the lowest negative sentiment, at just 4 percent. The reason? Loyalty, said John Donnelly, the senior vice president of global sales and marketing at Crimson Hexagon.
“In the hotel industry, customer loyalty is paramount,” he told Fortune. “Social media gives hotel brands the opportunity to deepen engagement with their customers, build an emotional connection and amplify loyalty initiatives to new platforms.”
The full breakdown: