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

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f P

ost

s

Hu

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red

s

Nu

mb

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f R

eco

mm

end

atio

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Th

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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: info@epsilontec.comWeb: http://www.epsilontec.com/benefitsTwitter: http://www.twitter.com/epsilontecVimeo: http://www.vimeo.com/epsilontecYoutube: http://www.youtube.com/epsilontec