Source: L.I.K.E. Hospitality Consulting

On the hunt for the #socialmediaallstars2016 within the luxury hotel industry, L.I.K.E. Hospitality Consulting conducted an independent study to determine the potential that different luxury hotel chains achieve in terms of their social media presence. Over the past four months, L.I.K.E. has investigated and analyzed several luxury hotel chains, such as the Ritz-Carlton, Kempinski, Four Seasons and Waldorf Astoria in terms of their social media presence. Throughout this study, the focus was kept on the individual hotel properties' digital presence, the amount of followers and further investigations, all of which are currently happening on the most relevant social media platforms, namely: Facebook, Twitter, Instagram, Google+, LinkedIn, Flickr, Pinterest and YouTube. Other platforms, which you may have expected to see here, were excluded for obvious reasons…

Quick Findings

The results of the study support an already well-known theory: Facebook, Instagram and Twitter are the most important social networks in terms of activity, interaction and reach. These three platforms alone reach more than 90% of all social media users of the 503 investigated individual properties. The findings show that a luxury hotel property is on average present on 3.7 different social media platforms, whilst being more or less active on these. Surprisingly, the amount of individual properties connected to a hotel chain, are not an indicator for the number of followers for the individual hotels of a brand. This suggests that luxury hotel chains with fewer properties or even stand-alone properties are able to reach a high relevance on their social media accounts, if executed effectively and professionally.

The study also found that luxury hotel chains' brand pages account for high brand loyalty and attention when it comes to reaching current and potential followers. These results lead us to the conclusion that all analyzed hotel chains and individual hotel properties should keep their focus on stabilizing, optimizing and expanding their social media presence, in order to strengthen the reach and acceptance of their brands across the digital globe.

The real #socialmediaallstars2016

Of the 12 hotel brands included in this study, some clearly outperform others. Hereby especially the social media presences of the Dorchester Collection and their properties are worth taking a look at, showing especially strong performances in terms of amount of followers and brand consistency. Equally as impressive is Ritz Carlton's brand performance, leading the way with the most cumulated followers within their brand presences across all social media platforms. W Hotels, given its modern approach towards hospitality, shows exceptional work with more recent social media platforms, such as Snapchat and the usage of so-called geo-filters.

Access the report right now, right here to find out how the other brands are performing: http://www.like-consulting.com/en/social-media-report-2016/

About L.I.K.E. Hospitality Consulting

L.I.K.E. Hospitality Consulting is a consulting business that is part of the L.I.K.E. Hospitality Group and was founded in early 2015. At L.I.K.E. we are looking to build a unique way of providing service to the hospitality industry. Through innovative ideas we respond to an ever-changing business environment and look to provide a type of future-minded consulting and project management that will prepare our clients for tomorrow"s challenges, today. With a primary focus on Generation Y and Millennials and the change they are bringing to the industry, creating sustainable value for our customers is our mission and innovation is our motivation.

Nina Nest
External Relations Coordinator
+49 (0) 30 76 73 73 160
L.I.K.E. Hospitality Consulting

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