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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 BrandsFacebook VisitsNumber of Brands
Starwood Hotels and Resorts Worldwide14,393,7909
Hilton Worldwide12,903,23610
Hyatt Hotels Corporation7,730,01610
Marriott International6,794,43919

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 BrandsParent BrandFacebook Visits
Hilton Hotels and ResortsHilton Worldwide7,734,938
Sheraton Hotels and ResortsStarwood Hotels and Resorts Worldwide5,323,526
Marriott Hotels and ResortsMarriott International3,644,708
Westin Hotels and ResortsStarwood Hotels and Resorts Worldwide3,234,624
Doubletree by HiltonHilton Worldwide2,381,801
W Hotels WorldwideStarwood Hotels and Resorts Worldwide2,069,122
JW Marriott Luxury HotelsMarriott International1,590,114
Embassy Suites HotelsHilton Worldwide1,234,892
Le MéridienStarwood Hotels and Resorts Worldwide1,189,847
Waldorf Astoria Hotels and ResortsHilton Worldwide1,068,302
The Luxury Collection Hotels and ResortsStarwood Hotels and Resorts Worldwide1,026,506
Four Points by SheratonStarwood Hotels and Resorts Worldwide648,763
St. RegisStarwood Hotels and Resorts Worldwide535,772
Park HyattHyatt Hotels Corporation523,503
Grand HyattHyatt Hotels Corporation522,298
Hyatt PlaceHyatt Hotels Corporation514,445
HyattHyatt Hotels Corporation513,512
Renaissance HotelsMarriott International506,040
Conrad Hotels and ResortsHilton Worldwide371,069
Hyatt RegencyHyatt Hotels Corporation365,055
Aloft HotelsStarwood Hotels and Resorts Worldwide343,297
Springhill Suites by MarriottMarriott International342,107
Courtyard by MarriottMarriott International221,686
AndazHyatt Hotels Corporation188,249
Protea HotelsMarriott International147,143
Hyatt HouseHyatt Hotels Corporation126,248
Residence Inn All-Suite HotelsMarriott International119,335
Hampton Inn and SuitesHilton Worldwide79,916
Fairfield Inn & Suites by MarriottMarriott International69,429
TownePlace Suites by MarriottMarriott International47,704
Element Hotels by WestinStarwood Hotels and Resorts Worldwide22,333
Home2 Suites by HiltonHilton Worldwide18,642

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

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