Hotels that function as attractions and destinations are carving out their content position with eye candy that wets the escapist's appetite.
Although New York and Paris are two of the most popular destinations to travel to, hotel properties located in Las Vegas and Dubai drive the most likes per day on Facebook.
MGM Resorts International and Caesars Entertainment Corporation and three independent hotels contributed to nearly half of the hotel properties on Facebook driving the highest growth in Page Likes.
In the last 60 days, Bellagio leads the pack with property photos of its grand whimsicality, while MGM Grand promotes music and sporting events as experienced by the thousands. ARIA caters to single women who appreciate gourmet dining and specialty cocktails. On the flip-side, Luxor boasts larger quantities of food, dining and special events. Mandalay Bay shares the most images of libations and guests having the time of their lives.
On Facebook, these hotels live up to the vices that travelers seek, therefore connecting with existing and potential customers. The proportion of first-time visitors whose primary purpose was vacation or pleasure in 2013 was 64% and 4% of that was gambling, as reported by Las Vegas Convention and Visitors Authority in its Visitor Profile Study.
Similar to the aforementioned, Caesars Palace and Paris pepper in the gambling aspect via tabs promoting casino game apps and photos of slots with an age disclaimer. For these two Caesars Entertainment hotels, specialty dining is at the core, Nobu at Caesars and Chef Gordon Ramsey at Paris.
The Cosmopolitan and Palms cater to young professionals and millennials who are into playing hard and being seen, similar to ARIA, Mandalay Bay and Ceasars Palace. With all the hotels mentioned above, it all publishes content that people want to experience and relive, apart from The Venetian. Its lack of original content on Facebook doesn’t provide a clear picture as to why it made it to the top 20.
Unlike Dubai; Paris, Los Angeles, New York and Miami all have one hotel that puts it on the map. In this case, the remoteness of a location plays a role in the popularity of hotels on Facebook. Traditional accommodations in heavily populated and accessible metropolitan areas are in competition with alternatives provided by Airbnb and HomeAway.
Top 20 Hotel Properties Leading in Likes/Day on Facebook, based on a 60-day average:
|MGM Grand||Las Vegas||723|
|Prince de Galles||Paris||659|
|The Cosmopolitan||Las Vegas||605|
|Atlantis The Palm||Dubai||527|
|Fairmont Acapulco Princess||Acapulco||440|
|Caesars Palace||Las Vegas||273|
|Mandalay Bay||Las Vegas||257|
|Venetian Vegas||Las Vegas||219|
|Jumeirah Beach Hotel||Dubai||210|
|Fairmont Mayakoba||Playa del Carmen||202|
|Paris Vegas||Las Vegas||155|
|Luxor Las Vegas||Las Vegas||146|
|The Standard Downtown LA||Los Angeles||144|
|The Standard NY||New York||129|
|Palms Casino Resort||Las Vegas||128|
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Photo credit: Fountain show at Bellagio, Las Vegas. Tim Parkinson / Flickr