GLOBAL HOTEL X SOCIAL MEDIA RESEARCH

Totem Media recently concluded a broad ranging research project to understand social media practices for luxury hotels on Facebook and Instagram globally. 

The study covered six months - from Jan-Jun 2019 - with content across five global cities; New York, Hong Kong, Tokyo, Sydney and London. For each city, we evaluated five leading properties; three properties in each city, with a mix of global hotel brands and well-know independent (boutique) properties. Our aim with this project was to un-cover best practices on a city-by-city basis and to reveal wider trends between and across geographies.

These findings are combined with up-to-date research and insights from other sources on leading practices for luxury hotels on social media.

The 70+ page report highlights a number of important insights on social media best practices; (1)Instagram totally dominates over Facebook for engagement, (2)Facebook is more useful for promotions and offers, (3)F&B posts were the worst performing of all themes, (4)More than half of all social activity takes place on two days of the week, (5)On a per-post basis, video far outperforms still images (but very few brands use video).

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DATA VISUALIZATION
AND DASHBOARDS

Totem works with a range of brands globally on business intelligence solutions.
Our clients rang across industries; from retail/fashion to beauty, from travel to finance.
Business intelligence and data visualization projects for our clients address critical issues including:
Sales performance, marketing ROI, and social media optimization.

www.talktotem.com

Totem Media recently concluded a board ranging research project to understand social media practices for luxury hotels on Facebook and Instagram globally.

The study covered six months - from Jan-Jun 2019 - with content across five global cities; New York, Hong Kong, Tokyo, Sydney, and London. For each city, we evaluated five landing properties; three properties in each city, with a mix of global hotel brands and well-know independent (boutique) properties. our aim with this project was to un-cover best practices on a city-by-city basis and to reveal wider trends between and across geographies.

These findings are combined with up-to-date research and insight from other sources on leading practices for luxury hotels on social media.

THE RESEARCH

In June 2019, Totem completed a winder ranging research study of hotel social media performance globally - evaluating 4,000 individual posts from hotels in five global centres: New York, Hong Kong, Tokyo, Sydney, and London.

THE RESEARCH

Posts were tagged, grouped by theme and analyzed for relative performance (Globally) on Instagram and Facebook.

10 Themes were identified for sorting (tagging of posts). Posts were also tagged based on a variety of other criteria …to get to clear on ‘what really works on social media for hotels.’

DASHBOARD

All of the data from the research was complied and visualized (featured here, using Tableau).

Visualizing data allows for depth and clarity on what’s really happening by channel (Facebook vs Instagram), by city, by hotel, by time, format, theme, style… etc.

The data has been analyzed to reveal a multitude of important insights covered in this report.

Do you have a clear, timely view of all your marketing data and results?

DASHBOARDS

How can we bring our brand strategy to life? How can we use social to make big gains?

SOCIAL MEDIA PLAYBOOK

Are you using the right content and creative to achieve brands/sales goals?

CONTENT OPTIMIZATION