Only Two Types of Resort and Hotel Social Engagement are Growing
October 1, 2015 5:06am
More fans, more followers, stricter algorithms, tougher competition: a recipe for a dramatic decrease engagement across the board, right? Perhaps, but what do the numbers tell us when we look at YOY social engagement? Here’s what we found.
To find our answer we looked at over 1,000 resort and hotel Facebook, Twitter, and Instagram accounts. We took average engagement rates by type for the last 12 months (Sep 2014 – Aug 2015) and compared it to the previous 12 months (Sep 2013 – Aug 2014).
Only Twitter favorite rate (+26%) and Facebook share rate (+6%) saw an increase compared to the previous year. Everything else saw a decline with Instagram like rate (-21%) and Facebook comment rate (-27%) recording the largest drop.
What This Mean
Surprisingly, there doesn’t appear to be a common thread between the platforms. Instagram likes are down, Twitter favorites are up, and Facebook likes are level. Facebook comments are down but Instagram comments are nearly level. In other words, while the results are interesting, they may not be very actionable.
But it’s important to keep some of this in perspective because Instagram like rate is still miles ahead of other engagement. And although Instagram’s comment rate is down, it’s still 8x higher than Facebook’s.
Tags: social media
Ryan Solutions is a leading CRM and database marketing provider for the resort and hotel industry. By combining transactional, demographic, survey, and social media data, their technology drives incremental revenue for over 100 hotels and resorts across the world. To learn more, visit www.ryansolutions.com/hotel-crm/
Contact: Gregg Blanchard
Reinvigorate Your Guest Satisfaction Surveys
Facebook & Instagram Help Put African Tourism on the Social Media Map
How to Use Social Influencers Successfully to Market Your Hotel
The 5 Hotel Experiences Guests are Talking About Most on Social Media
Hotel Guests Engaged During Stay 40% More Likely to Come Back
“Oh Snap” – Why the Hospitality Industry Need to be on Snapchat
Resort and Hotel Social Media Posting Drops 12-20% in 2015 Across All Major Sites
More than 1/2 of all Hotel Twitter Followers Haven’t Tweeted in the Last 60 Days
2016 Checklist to Maximize Engagement and Revenues from Social Media
Do 5-star Hotels get More Facebook Engagement than 3-star?
Which Hotel Type is Growing Fastest/Slowest on Facebook?
Hashtagging Your Way to Social Media Relevance
Get on Social Media & Don't Make These 4 Mistakes
How Many Facebook Fans Did Resorts and Hotels Lose in Last Week’s Account Purge?
Is There Any Correlation Between Facebook Fan Counts and Hotel Star Ratings?
3 Updates to Facebook that Make It A More Effective Channel for Hotels
5 Ways to Use LinkedIn to Drive Group Revenues
Create A "Selfie Station" At Your Hotel
Hotel General Managers Get Help Responding to Online Reviews
Social Media and Email Marketing Integration
Please login or register to post a comment.