Study on social media and hospitality highlights disruptive brands

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The hotel industry's social media began to explode with beautiful photos of summer vacations.
Who doesn't like to enjoy beautiful landscapes or "travel" with their Instafriends? Just one swipe on the screen is enough to awaken the desire to experience the same things. That's why hotels are committed to detailing itineraries on social media.

Below is a study that aims to show how brands are dealing with digital disruption. The brands that provide value through social media were extracted from the Sprinklr Business Index (SBI) research. Brands in the hotel industry are taking advantage of this “desire” to produce engaging content. The aim is to awaken the desire to travel and influence the public.

The Study
For 30 days, SBI analyzed the performance of hotel companies across all digital platforms. This data was collected on May 22, 2017. Another important piece of information that the study provides is nurse database the most successful hotel chains on social media are the most established names in the sector, thus demystifying the idea that social media is only for young and revolutionary companies.



Case Studies
Five major hotel brands were selected for analysis. The metrics used to generate the study's conclusions were: Customer Service Insights; Audience and Content. The conclusions are as follows:

Sandals: Ranked second in follower count, engagement per day, and engagement per post. The brand’s most successful content is photography. Instagram is prominent, although the brand’s content on Facebook performs relatively better.

Hilton: Of the top five hotel companies, Hilton has the largest follower count and responsive customer service. Its visual content is its most successful type of content, and its most prominent platform is Instagram.

Four Seasons: stands out in terms of reach rate, engagement rate and engagements per day, as well as engagement per post. Its most successful type of content is visual content and it is the only brand for which Facebook is the most successful social platform, reflecting the company's thoughtful and meticulous strategy on the channel. It is worth noting that the customer service response time takes an average of 21 hours.