eHotelCheck's Report Global Hospitality Social Media Scan 2011

1

eHotelCheck.com

Global Hospitality Social Media Scan

2011

2© eHotelCheck.com

eHotelCheck.comHospitality & 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© eHotelCheck.com


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

eHotelCheck.com Global Hospitality Social Media Scan 2011

Objective & Methodology

5© eHotelCheck.com

Objective

Annual ranking of the social media adoption in 33 major destinations


Destinations

Ranking of 33 destinations based ononline activity of:� supply (hotels) � demand (internet users)

�All continents represented by at least two destinations.

�Main tourist cities from around the worldselected

�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 stilllimited and therefore they have not been included the study.

6© eHotelCheck.com

Methodology

Comparison and ranking of 33 destinations based on a composite score


Social Media Score (supply)Indicator of adoption of socialmedia 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 tohotels’ social media tools withina 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 significantlyinfluence the overall score ofa destination.

7© eHotelCheck.com

Data Collection

Online from individual websites and main social media platforms

TripadvisorDestination� number of reviews� number of hotels

Top 10 hotels� name� number of reviews� direct link to

hotel site (Y/N)

1

Hotel WebsitesLink from Tripadvisor

Link on hotel website

2

Facebook

2,496Likes

160Talking about this

1,850Were here

3

Twitter

148Tweets

165Following

1,021Followers

52Listed

4



Global Results

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


1 Social Media Score: % ‘yes’ of 3 parameters for 10 hotels per destination: Link on Tripadvisor, Facebook and Twitter account2 Response: Sum of reviews, likes and followers

Rank DestinationSocial Media Score 2011

Change vs 2010

1 San Francisco 87% 0 99.4612 Dubai 87% 9 71.9143 Jerusalem 80% 2 11.3194 Hong Kong 73% 0 314.4275 New York 73% 1 48.5236 Los Angeles 70% -4 64.8397 Buenos Aires 70% 15 24.8908 Barcelona 70% 4 16.2069 Varadero 67% 9 394.66410 Singapore 67% -7 217.206

Response 201112

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


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%

Tw itter

Fac

eboo

k

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


Internet user response per destination

Las Vegas leads on Twitter, Varadero on Facebook, London on Tripadvisor


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

# Li

kes

on F

aceb

ook

Varadero

Abu DhabiHong Kong

Sydney

Sao Paulo

Bangkok ShanghaiSingapore

Los Angeles

Cairo

Berlin

San Fransisco

Las Vegas

New York

Paris

Dubai

Buenos Aires

Madrid

New Delhi


Internet user response: Top 10 destinations* for each social media platform

Las Vegas and Singapore enjoy the highest and most diverse response rate


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.


Tripadvisor


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


* 33 destinations ≈ 2,7M hotel reviews

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

Lond

onNew

Yor

kPar

isRom

eLa

s Veg

asBarc

elona

Bangk

ok

San F

ranc

iscoSha

ngha

i Berl

inPra

gueAmste

rdam

Marrak

esh

Madrid

Hong K

ong

Singa

pore

Los A

ngeles

Vienna

Sydne

y Dub

aiVara

dero

Melb

ourne

Stockh

olm

Buenos A

ires

New D

elhi

Cape T

own

Seoul

Cai ro

Rio de J

aneir

o

Jeru

salem

Abu

Dh ab

i

Salvad

or de

Bah

ia

# R

evie

ws

0

500

1000

1500

2000

2500

# H

otel

s

Reviews Hotels


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


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

Facebook & Twitter



Likes on Facebook more than tripled in 2011

Hotels make use of and customers respond more on Facebook than on Twitter


� 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



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

Likes Top 5 Chains

Chain: One account for multiple hotels



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

Followers Top 5 Chain


Complete Ranking

21

R ank Destina tionS ocia l Media S core 2011

Change vs 2010

Rank 2010

Same ho te ls in to p 5

S ocia l Media S core 2010

1 S an F ranc isco 87% 0 99 .461 1 3 80% 45.4802 Du ba i 87% 9 71 .914 11 4 40% 5.1323 Jerusalem 80% 2 11 .319 5 4 60% 12.9974 Ho ng Ko ng 73% 0 314 .427 4 3 60% 83.6465 New Yo rk 73% 1 48 .523 6 2 60% 7.1526 L os Ang eles 70% -4 64 .839 2 3 70% 14.3257 Bu en os Aires 70% 15 24 .890 22 2 20% 1.8758 Barce lo na 70% 4 16 .206 12 4 40% 4.1449 V arad ero 67% 9 394 .664 18 4 20% 6.98810 S in gapore 67% -7 217 .206 3 4 60% 106.44211 Abu D hab i 63% -1 337 .329 10 4 40% 23.62812 L as V eg as 63% -5 156 .208 7 3 50% 35.82913 P aris 63% 8 101 .847 21 2 20% 2.10114 V ienn a 60% 3 7 .921 17 4 30% 1.29915 Bang ko k 57% -2 161 .098 13 1 30% 3.41116 Ro me 57% 15 5 .537 31 4 0% 61417 Ca iro 50% -8 104 .851 9 4 40% 23.68518 L ond on 50% 8 10 .596 26 3 0% 1.67019 Melbou rn e 47% 1 106 .074 20 3 20% 2.48620 Madrid 47% -12 79 .311 8 2 50% 9.20221 Cape Tow n 47% 3 3 .612 24 4 10% 1.75122 S au P aulo 43% -11 221 .172 11 4 40% 7.23823 Berlin 43% -6 136 .114 16 3 30% 2.77124 P rague 43% -8 9 .003 15 2 30% 3.00625 Marrakesh 43% -1 4 .168 23 2 20% 1.01226 S han gh ai 43% 4 211 .397 29 3 0% 94127 Amste rd am 40% -1 42 .938 25 5 5% 1.30828 S to ckholm 40% -13 30 .796 14 2 30% 3.20329 Rio D e Jane iro 40% -9 26 .626 19 4 20% 5.76630 New D elhi 37% 40 .182 No t included31 S ydney 33% -3 241 .567 27 5 0% 1.33532 S alvador de Bahia 23% -1 1 .340 30 5 0% 69433 S eou l 13% -4 4 .691 28 3 0% 1.323

Respo nse 2011 R espon se 2010

© eHotelCheck.com

Global Hospitality Social Media Scan

Complete Results 2011


Social Media Score: % ‘yes’ of 3 parameters for 10 hotels per destination: Link on Tripadvisor, Facebook and Twitter account

Our Services


© eHotelCheck.com


Our services for the tourism industry

Strategic advice & operational support for hotels and destinations Specialized in online markets

DestinationsMarket & Strategy� Tourism strategy� Hotel studies� Benchmarking� Organization and cooperation� PositioningReporting & Statistics� Collecting and processing of data� KPI reportingOnline� eStrategy� Online presence analysis� Social media utilization & training� Best practice sharing

HotelsPerformance & Opportunities� Market analysis� Concept development� Revenue & pricing analysis� Feasibility studies� BenchmarkingReporting� Performance reports� DashboardsOnline� Online presence analysis� Monitoring of prices and guest feedback� Social media strategy

eHotelCheck.com

More information at:

www.ehotelcheck.com/socialmediascan

or

[email protected]

or

[email protected]

eHotelCheck.com Hospitality & Destination Consultancy

eHotelCheck's Report Global Hospitality Social Media Scan 2011

Business

social media adoption

rank destination

entire destination

main social media platforms

destination las vegas

hotels link

tripadvisor link

tripadvisor number of