Facebook, the social network of the hotel sector

The hotel sector increasingly has a more notable presence in the social networks. And it is not surprising, since users love to share travel-related content and be envious with photos of their last vacations.

But did you know that Facebook is the leading travel marketing network And that the most important hotel chains in our country have more than two million fans? Let’s see what the figures tell us.


The presence of the hotel sector on social media

According to a recent study of Social Media Marketing Cool Tabs in collaboration with Hosteltur, these are the figures on the presence of the Spanish hotel sector on Facebook and other social networks:

  • The 50 main hotel chains in Spain (by number of rooms) have a total of 22 million followers on Facebook, Instagram and Twitter.
  • Between January and July 2018, these same brands have published 218,879 times and obtained almost 24 million interactions.
  • The top positions in terms of followers on Facebook belong to Meliá Hotels International (3.5 million fans), Grupo Palladium (2.7 million) and Barceló (more than 2 million).

The most influential Spanish chains in social networks

  • Regarding the total number of interactions, the Palladium Group leads the ranking with 7.5 million, followed by Barceló (4 million) and Meliá (3.3 million).
  • By comparison, Twitter has a much less prominent place in the hospitality industry, with follower numbers more than ten times lower. The hotel chain with the most followers is the Palladium Group (295,000), the second Barceló (213,048) and the third Meliá (150,000).
  • Instagram experienced spectacular growth over the past year, also in the tourism sector. In this case, the classification of chains with the most popular publications in 2017 is headed by Meliá, with a publication that achieved almost 18,000 likes. Palladium repeats in second and fourth place, with two photos that get almost 5,000 and more than 3,000 interactions, respectively.


Content, key for the hotel sector in the networks

Behind these success figures hides a good content strategy, which makes users interact with the brand and fuel its viral success.

If you are responsible for a brand in the hotel sector and you are looking to be successful on Facebook, these are some of the most popular travel content among users of social networks:

  • Historical sites compilations, for example, “The five most sinister dungeons in Europe”.
  • Compilations of places and ideas to travel cheaply, which take advantage of the success of low cost formats. You can use cities, restaurants, lists of free activities …
  • The essential of a tourist destination, for example “What to see in Barcelona in 2 days”.
  • The better places where to eat a particular specialty or type of cuisine.
  • Reasons to travel. Many users just need a push to pick up the suitcase, and you can use the occasion to inspire them. And for those who are already traveling, this type of publication is usually a good excuse to share your hobby with your contacts.

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