Of the more than 5,000 hotel brands in Spain, analyzed by Alqua, the top 5 are taken by chains: Riu, W Hotels, Radisson, Ibis and Marriott.
The hotel sector It has undoubtedly been one of the hardest hit by the COVID-19 crisis. Its consequences have been negative, not only for the economy but also digitally. As explained Water, a strategic marketing and digitization consultancy, in its report, “International and national chains, motels, hostels, pensions and all types of accommodation, such as Ibis, Marriot, Meliá, Palladium, Paradores, GF, among others, have been forced to change their digital strategy and, above all, the content shared on their social networks “.
The curve
During the first four months of 2021, the economic recovery for this sector has begun to be noticed, since according to Water, «Almost 100% of the players have concentrated their digital efforts in two areas: the communication of security measures, against the virus, to transmit confidence to their followers and the acquisition of new guests with aggressive offers and cancellation policies with refunds of almost 100% of the amount ”.
The month of March has been a turning point in the growth of the communities, thanks to the reduction of government restrictions and Holy Week. In the report presented by Water It is observed that hotel chains such as RIU O Fergus began to increase their followers exponentially on Instagram as of this date. However, this growth is not equitable in all types of hotels. In fact, as the report’s graphs show, there is a clear difference in the level of recovery between the more urban hotels and chains and those chains with beach destinations.
In the first case, Alqua highlights RoomMate O Vincci Hotels with a constant drop in followers, due to the cancellation of professional trips and city tourism, compared to Iberostar O Bluesea Hotels, which, thanks to their geographical location, have notably increased their followers.
Success in social networks and engagement
Another point to take into account is the engagement according to the type and size of the hotels. Here, Water detects that the large chains take control of the top positions in the ranking, with numbers of followers and engagement far above average. The figures on Instagram are much higher than those on Facebook, however, it can be seen that the first in the Facebook ranking are chains with a more adult audience that is more present on this social network.
Regarding the type of content within their Instagrams, almost 100% with the highest engagement and success on Instagram are sweepstakes such as Radisson O Azuline. A strategy that, although it is not a novelty, allows to increase interaction figures in social networks quickly.
The hotels with the most success in their campaigns with influence
“The most successful influencer marketing campaigns have also been a lever during this period for the reactivation of the tourism sector,” they point out from Water. In case of Derby Hotels is a good example, since it has obtained one of the first positions in the ranking, in terms of engagement ratio in influencer marketing campaigns.
Better campaigns during the pandemic
Finally, the consulting firm wanted to include a compilation of the best campaigns carried out during the COVID-19 crisis. In this case, the originality of strings such as RIU or the social component of the campaign Meliá.
Press release.
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