How do hotels and resorts stack up on Facebook?
We looked at 2,121 hotels and resorts on Facebook, covering 114,634 posts. Highlights: Scenery shots generate the most likes at 28.71 per 1,000 impressions — almost 5 times as much as link posts. People are more likely to comment or share on food photos (.99 comments per 1,000 impressions and 2.98 shares per 1,000 impressions). The destination, not the room amenities, drives interactions — less than 50% of engagement is on posts related to facilities.