Social media has become a key element of hotel marketing. Recent studies have shown show that social media is increasingly important in the search & planning stages of travel, while the importance of pure search seems to be declining; furthermore, search engines are favoring social media content more and more in their results.
Hotels are monitoring social media conversations to improve their customer service by providing optimal solutions to their guests and responding to comments. Hotels are also using twitter and Facebook to hold contests and showcase their offerings.
www.engagementlabs.com used their social media performance measurement tool, evalue analytics PRO, to create a ranking of the top 10 Hotelliers’ Facebook pages over the last two weeks, based on their evalue scores: Accor Hotels, The Ritz Carlton, Holiday Inn, Hyatt, Marriott, Best Western, InterContinental, Starwood, Hilton, and Wyndham. Results show that the Ritz Carlton Company is beating its competitors on this platform. Its evalue score is by far the highest, meaning it’s winning in terms of impact, engagement and responsiveness.