Hotel chains reinforce their influence in social networks- Way to go Palladium !

[Blueskies]

The Spanish hotel sector is knowing how to get more and more out of social networks: Facebook, Twitter and, increasingly, Instagram . In this VI edition of the Hosteltur Ranking of Hotel Chains in RRSS , the data of the first 50 chains by number of rooms is analyzed , a study by Cool Tabs and HOSTELTUR based on our ranking. This report has been published in the July edition of Hosteltur magazine .
One more year Meliá continues to be number one on Facebook for the number of followers, exceeding 4.6 million (+ 1.2% more than in 2017). It is followed a long way by Palladium (more than 3 million fans) that manages to take second place to Barceló despite the fact that the Simon Pedro chain has added 600,000 new followers.

This year most of the chains have experienced spectacular growth in the social network of Zuckerberg. This is the case of Iberostar, which has seen its profile have almost 300,000 more fans, while Bahia Principe has gained 240,000 followers, which leads to five positions and Bluebay100,000. On the opposite side are Faranda Hotels, which loses nine positions although it must be remembered that their data has not been provided by the company but estimated by the Cool Tabs platform.

On Twitter there is a change in leadership when Meliá surpasses, with 315,669 followers -according to data provided by the chain- to the traditional winner in this network, Palladium, which goes to second place despite having increased them by 2.4% in the last year, probably due to the lower pull of Ushuaïa, where the number rose 0.7% compared to 25.52% more than the previous year. However, the data of Cool Tabs would have maintained it as leader because it attributes to Meliá only 154,769 followers. In the case of Senator Hotels , a decline is likely attributable to the change of brand.

Instagram continues to gain ground
Already in the last edition saw that the Spanish chains were betting on this social network, even relegating to Twitter and this year the trend continues. In fact, only one of the 50 first chains of more than 1,000 rooms in the Hosteltur ranking has no presence on Instagram: Sunrise Beach Hotels.

The undisputed queen in this social network is Palladium with more than 600,000 followers, almost 150,000 more than Meliá and 340,000 more than Barceló. The top 5 is completed byNordotel and Iberostar. AC Hotels currently has two accounts, one national (which is reflected in this ranking) and another international (8,751 followers), and is working on the merger of both. (It should be noted that in the case of Hotusa , at number 15, his Instagram profile is that of theEurostars Hotels Company chain ).

The most influential
Palladium is the most influential Spanish network in social networks, ahead of Barceló and Meliá, having registered 7,565,148 interactions from January to June, according to the study carried out by Cool Tabs for Hosteltur. The Ibicencan, however, is the fifth in terms of engagement (208.2%), understood as the percentage resulting from dividing all the interactions among the followers of each group, with Ohtels being the biggest commitment of its fans with more of 1000%. They are followed by Lopesan , with more than 286%, Paradores (255.8%) and Servatur (212%).

Source: https://www.hosteltur.com/108124_las-cadenas-hoteleras-refuerzan-su-influencia-en-redes-sociales.html

[Anne]

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