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Tracking Facebook’s Most Visited Hotel Brands

Jul 25, 2014 4:27 pm

Skift Take

Page Visits is another data insight to consider because companies are leveraging their brand presence on Facebook’s visual-based Timeline interface.

— Joyce Manalo

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Andrea Wiggins  / Flickr

Hyatt Regency, San Antonio Riverwalk in Texas. Andrea Wiggins / Flickr


When it comes to social brand presence for Hilton Worldwide, Hyatt Hotels and Resorts, Marriott International, and Starwood Hotels and Resorts, Page Likes is not the only thing that matters.

Facebook Visits is a public metric that is displayed under the Page Likes. It captures activity of actually visiting the Facebook Page and clicking on page elements — much like visiting a website — that brands are working hard to personalize.

From taking a deeper look at the signature brands by hotel groups, it is interesting to see how it stacks up as a group and as individual hotel brands.

For instance, Starwood Hotels and Resorts had double Marriott International’s Facebook Visits despite having half the number of brands. Both Hilton Worldwide and Starwood Hotels and Resorts combined make up 65 percent of the 42 million Total Visits to the top large hotel brands on Facebook.

Facebook Visits by Parent Hotel Brands: 

Hotel Brands Facebook Visits Number of Brands
Starwood Hotels and Resorts Worldwide 14,393,790 9
Hilton Worldwide 12,903,236 10
Hyatt Hotels Corporation 7,730,016 10
Marriott International 6,794,439 19
Total 41,821,481 48

Source: Skift

75 percent of hotel brands in this grouping display the Visits measurement. Overall, Hilton Hotels makes up close to 20 percent of Total Visits leading the pack with Sheraton Hotels in second place. As of today, Marriott Hotels, Westin Hotels, and Doubletree are quite close in third, fourth and fifth place. With Hyatt Hotel Corporation’s brand-wide approach of encouraging people to “check-in” on social, it is anyone’s race.

Facebook Visits by Individual Hotel Brands:

Hotel Brands Parent Brand Facebook Visits
Hilton Hotels and Resorts Hilton Worldwide 7,734,938
Sheraton Hotels and Resorts Starwood Hotels and Resorts Worldwide 5,323,526
Marriott Hotels and Resorts Marriott International 3,644,708
Westin Hotels and Resorts Starwood Hotels and Resorts Worldwide 3,234,624
Doubletree by Hilton Hilton Worldwide 2,381,801
W Hotels Worldwide Starwood Hotels and Resorts Worldwide 2,069,122
JW Marriott Luxury Hotels Marriott International 1,590,114
Embassy Suites Hotels Hilton Worldwide 1,234,892
Le Méridien Starwood Hotels and Resorts Worldwide 1,189,847
Waldorf Astoria Hotels and Resorts Hilton Worldwide 1,068,302
The Luxury Collection Hotels and Resorts Starwood Hotels and Resorts Worldwide 1,026,506
Four Points by Sheraton Starwood Hotels and Resorts Worldwide 648,763
St. Regis Starwood Hotels and Resorts Worldwide 535,772
Park Hyatt Hyatt Hotels Corporation 523,503
Grand Hyatt Hyatt Hotels Corporation 522,298
Hyatt Place Hyatt Hotels Corporation 514,445
Hyatt Hyatt Hotels Corporation 513,512
Renaissance Hotels Marriott International 506,040
Conrad Hotels and Resorts Hilton Worldwide 371,069
Hyatt Regency Hyatt Hotels Corporation 365,055
Aloft Hotels Starwood Hotels and Resorts Worldwide 343,297
Springhill Suites by Marriott Marriott International 342,107
Courtyard by Marriott Marriott International 221,686
Andaz Hyatt Hotels Corporation 188,249
Protea Hotels Marriott International 147,143
Hyatt House Hyatt Hotels Corporation 126,248
Residence Inn All-Suite Hotels Marriott International 119,335
Hampton Inn and Suites Hilton Worldwide 79,916
Fairfield Inn & Suites by Marriott Marriott International 69,429
TownePlace Suites by Marriott Marriott International 47,704
Element Hotels by Westin Starwood Hotels and Resorts Worldwide 22,333
Home2 Suites by Hilton Hilton Worldwide 18,642

Source: Skift
Note: 14 brands were excluded from this list because Page Visits were not visible.

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