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EXECUTIVE SUMMARYGLOBAL HOTEL COMPANIES
August – November/ 2014
http://www.epsilontec.com/saio-en/http://www.epsilontec.com/icarus-en/
TOP BRANDS*
August – November 2014 www.epsilontec.com1
*2013 Market Share by Retail Value
Marriott International
Hilton Worldwide
InterContinental Hotels Group
Starwood Hotels & Resorts
Accor Group
Wyndham Worldwide CorpChoice Hotels International
Carlson RezidorBest Western International
Hyatt Hotels Corp
0%
1%
2%
3%
4%
5%
6%
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
MA
RK
ET
SH
AR
E
SOCIAL MEDIA FOLLOWERS (FACEBOOK FANS + TWITTER FOLLOWERS) MILLIONS
Top Companies by Market Share and Fans/Followers
We analyzed the corporate profiles and global profiles of the
brands of these leading companies. Together,
they contribute to 28% of the total market share
by retail value. Interestingly, we can see
a strong correlation between the number
fans/followers with the market share of the
companies.
www.epsilontec.com2
Social Media Landscape
August – November 2014
0
5
10
15
20
25
30
35
40
45
To
tal N
um
ber
of
Follo
wer
s
x 10
00
00 Distribution of Fans and Followers
Facebook Followers Twitter Followers
0
2
4
6
8
10
12
14
16
18
To
tal P
ost
s
Hu
nd
red
s Distribution of Posts on each Platform
Facebook Posts Twitter Posts
However, Twitter is the preferred platform for companies
Facebook, with its huge user base, is a clear platform of choice by users to connect with
brands and companies
www.epsilontec.com3
August – November 2014
Social Media Performance
Marriott International
Hilton Worldwide
InterContinental Hotels Group
Starwood Hotels & Resorts
Accor Group
Wyndham Worldwide Corp
Choice Hotels International
Carlson Rezidor
Best Western International
Hyatt Hotels Corp
0
20
40
60
80
100
120
140
160
180
200
0 5 10 15 20 25 30 35 40
FAC
EB
OO
K E
NG
AG
EM
EN
T R
AT
E
TWITTER ENGAGEMENT RATE
Engagement Rate per Post
Average EfficienciesFacebook – 73 interactions per post
Twitter – 13 interactions per post
Marriott International
Hilton Worldwide
InterContinental Hotels Group
Starwood Hotels & Resorts
Accor Group
Wyndham Worldwide Corp
Choice Hotels International
Carlson Rezidor
Best Western International
Hyatt Hotels Corp
0
1
2
3
4
5
6
7
8
9
0 2 4 6 8 10 12
FAC
EB
OO
K A
DV
OC
AC
Y R
AT
E
TWITTER ADVOCACY RATE
Advocacy rate across platforms
Average AdvocacyFacebook – 4 re-shares per post
Twitter – 4 re-tweets per post
www.epsilontec.com4
August – November 2014
More Followers = More Engagement?
0
5
10
15
20
25
30
35
0
1
1
2
2
3
3
4
4
5
Nu
mb
er o
f In
tera
ctio
ns
on
Soc
ial M
edia
Th
ou
san
ds
Nu
mb
er o
f S
oci
al M
edia
Fo
llow
ers
Mil
lio
ns
Comparison between number of fans and engagment
Facebook Followers Twitter Followers Facebook Interactions Twitter Interactions
Fans and Followers on Twitter, although lower in number, interact more with the brands and
companies
0
2
4
6
8
10
12
14
16
18
0
1
2
3
4
5
6
7
8
Nu
mb
er o
f P
ost
s
Hu
nd
red
s
Nu
mb
er o
f R
eco
mm
end
atio
ns
Th
ou
san
ds
Where do customers recommend the most?
Facebook Advocacy Twitter Advocacy Facebook Posts Twitter Posts
Higher number of posts on Twitter also resulted into higher number of re-tweets on the platform
www.epsilontec.com6
ANALYZED PERIOD – June – September (28)
Best Practices
Post interesting and engaging content. User experience should continue beyond social media
1 Visually Appealing Content
Le Meredian’s Facebook page publishes destination images to spark interest in
fans
Marriott publishes a stunning image along with an aspirational quote which
inspires people to travel
www.epsilontec.com7
ANALYZED PERIOD – June – September (28)
Best Practices
Post interesting and engaging content. User experience should continue beyond social media
2 Engage users
By asking trivia about your brands and company
By publishing easy and engaging contests
www.epsilontec.com8
ANALYZED PERIOD – June – September (28)
Best Practices
Post interesting and engaging content. User experience should continue beyond social media
3 Publish Company Information
4 Travel related news, articles, and user reviews
Avenida de la Torre Blanca, 57Innovation Lab, 1B10
ESADE Creapolis08173 Sant Cugat del Valles
Barcelona, SpainTel: (+34) 933 664 100
Fax: (+34) 932 050 988
Cuzco IV – Paseo de la Castellana, 14128046, Madrid, Spain
Tel: (+34) 912 526 837
Email: [email protected]: http://www.epsilontec.com/benefitsTwitter: http://www.twitter.com/epsilontecVimeo: http://www.vimeo.com/epsilontecYoutube: http://www.youtube.com/epsilontec