Luxury Hospitality Brands Play Catch-Up on Social Media
Photo Credit: Four Seasons Resort and Residences Anguilla. The company was one of only two hospitality brands to make it into the top 50 of the study. Four Seasons Hotels and Resorts
Skift Take
Social platforms are constantly evolving, mandating that luxury brands perpetually refine their approach and balance their agenda of pushing a lifestyle brand while providing real-time customer communications.
Hospitality brands should arguably be the most personable and refined of communicators on social media, but translating the in-person service to digital is not always a straight path. Within the luxury space, hospitality brands have unfortunately been known to lag behind leaders in fashion and accessories when it comes to social intelligence.
A new report from social analytics company Netbase, Social Media Industry Report 2018: Luxury Brands, examines the state of luxury brands’ social acuity. In a ranking of 100 brands, only two hospitality brands — Four Seasons Hotels and Resorts and The Ritz-Carlton Hotel Company — ranked among the top 50 luxury brands on social.
Netbase used conversation volume, awareness as measured by earned impressions, reach as measured by owned impressions, net sentiment, and brand passion to measure the different companies.
To better understand this analysis, we look at how luxury hotels are capitalizing on social media interactions to buil
