European hoteliers lag their Middle Eastern and U.S. counterparts in social-media adoption
Dubai surges in the ranking of eHotelCheck’s global hospitality social media scan
A study from eHotelCheck.com shows that hoteliers in the U.S. and Middle Eastern cities take the lead in social-media adoption. For the second year in a row, San Francisco topped the ranking while hotels in Dubai surged to the second spot, up nine places compared with last year.
Social Media usage by hotels become a global phenomenon
Wide use of the online social media tools within the hospitality industry definitely does not only belong to the innovators in San Francisco anymore. The results of eHotelCheck’s 2011 global scan show that over the last year many more hoteliers from around the world turned to social media to attract and retain customers, and started using tools, such as Facebook, Twitter, and Tripadvisor – the main global social media tools used in the tourism industry, to interact with internet users – their (prospective) guests.
Selected major destinations were ranked by eHotelCheck.com based on their ‘Tripadvisor Top 10’ listed hotels’ adoption of and the internet users’ response to the main social media tools.
European hotels lag behind their guests in social media adoption
The Global Hospitality Social Media Scan shows that hoteliers in the U.S. and the Middle Eastern cities take the lead in social media adoption. Hotels in Europe, on the other hand, lag behind. However, measured by the number of online reviews on Tripadvisor, their guests are active contributors within the virtual community. Especially London, Paris, and Rome have active online guests, but their most appreciated hotels make only limited use of social media.
Major increase in Facebook adoption
“The results of our global scan show that presentation through social media tools is becoming more and more the norm for hotels and their guests”, says Niels Schipper, the founder of eHotelCheck.com. “Particularly Facebook has seen a huge increase over the last year, with an astonishing 84% increase in its adoption by hotels and more than a tripling of the number of Likes by its users”. Currently still only 59% of the hotels included in the study have a Facebook account.
Las Vegas leads on Twitter
Compared to Facebook and Tripadvisor, Twitter shows lower and slower adoption by hotels as well as internet users. The share of hotels with a Twitter account increased by 46%. Over the period of one year, the top 10 hotels in the selected 33 destinations as ranked on Tripadvisor increased their online audience by 172.000 Followers, currently averaging 3.500 Followers per account. At the moment, it is the hotels in Las Vegas that are setting the bar in Twitter adoption.
eHotelCheck.com is a specialized hospitality and destination consultancy offering operational support and strategic advice to hotels and destinations around the world. The mission of eHotelCheck.com is to improve performance of businesses and destinations by providing them with professional, independent, and cost-effective services. More information about the 2011 Global Hospitality Social Media Scan including the full ranking is available at http://www.ehotelcheck.com/Globalscan