Published: June 12, 2012
Length: 129 pages, 50+ charts
Author: Jon Samsel, editor & co-founder
Brands Featured in this Report
Marriott, Best Western, Hyatt, Iberostar, Hilton, Relais & Châteaux, Ramada, Holiday Inn, The Ritz-Carlton, Jumeirah.
This report benchmarks the online performance of the top 10 hotel chains in the world. Marriott earned the top spot in a field of strong competitors.
According to the research, Marriott's brand health score of 706 out of 1,000 possible points beat its nearest competitor, Best Western, by 4 points, or 0.57%, and surpassed third place Hyatt Hotels and Resorts by 27 points, or 3.82%. The gap between Marriott and lowest-ranked Jumeirah was 105 points, or 14.87%.
Sponsored by The International School of Hospitality based out of Las Vegas, Nevada, the research report delves into everything from mobile readiness to social network participation to a brand's adeptness at SEO. To make it into the top 10, over 7,000 individual hotels were examined. Notable brands such as Westin Hotels & Resorts, Crowne Plaza Hotels & Resorts, Inter-Continental Hotels, Radisson, Starwood Hotels and The Four Seasons did not make it into the top 10.
"At TISOH, our top hospitality industry faculty takes brand management very seriously, says Timothy M Lam, Executive Director of The International School of Hospitality. "Many of our students are would-be entrepreneurs so we teach the importance of building a robust online strategy to help manage their overall brand vitality. We help them navigate through all the social media networks and show them how to maximize their marketing dollars. After all, no matter how well we prepare our students to become world-class event planners, wedding coordinators, concierge, or hotel operators, if their brand is not at optimal health, then they cannot realize their success potential. It is in this vein that we proudly sponsor this detailed report by Heardable."
So how did Marriott rise to the position of category leader?
Three areas of competence caught our attention:
1) sharing and syndicating content
2) social media participation
3) search optimization
Marriott has succeeded where other hotel brands have failed by making their brand synonymous with quiet luxury. As Bill Marriott puts it, "Marriott's personality is a first class experience that lacks pretense, but strives to enhance the guest experience with art, nutrition, culture and overall well-being."
The company has also associated itself with some of the world’s leading luxury brands such as Christie’s auction house, Treasury Wine Estates and Aromatherapy Associates, and wellness experts Keri Glassman and Dr. Pamela Peeke – all in an effort to give its guests a luxury experience that speaks to their passions and interests.
Top 10 Hotel Chain Brands Online, Ranked by Heardable Score (1000 points possible)
1. Marriott - 706
2. Best Western - 702
3. Hyatt Hotels And Resorts - 679
4. Iberostar - 679
5. Hilton Hotels & Resorts - 653
6. Relais & Châteaux - 632
7. Ramada Worldwide - 630
8. Holiday Inn - 627
9. The Ritz-Carlton - 608
10. Jumeirah - 601
Read the report to see how all the brands scored, in detail, plus review charts, graphs and more.
Table of Contents
Social Media Assessment
Content Sharing Assessment
Website Usability Assessment
Top 10 Brands: A Closer Look
Report length: 129 pages
"Marriott has been a smart marketer for many years now and their
effort has been rewarded with a number one ranking in our latest
benchmark report," said Jon Samsel, co-founder of Heardable,
Inc. "We expect Marriott to continue to put the customer first and innovate
around the user experience, making Marriott a tough brand to beat."
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