Social Media Report -Hospitality Reward Programs Q1 2016

Comparison of the

Facebook Pages of

Hospitality Reward

Programs Jan 01, 2016 - Mar 31, 2016

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Marriott Rewards had the largest fan base of 1,984,769 while IHG Rewards Club showed the highest fan growth of 2.74%.

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

0K 500K 1,000K 1,500K 2,000K 2,500K

Gro

wth

%

Number of Fans

Marriott Rewards Starwood Preferred Guest® (SPG) Hilton HHonors IHG Rewards Club

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hilton HHonors Marriott Rewards Starwood Preferred Guest® (SPG) IHG Rewards Club

Egypt United States Countries < 2% Brazil Indonesia Peru Other Countries Colombia United Kingdom India

Fans - Geography

Starwood Preferred Guest® (SPG) had the highest PTAT of 0.33% as a percentage of its average number of Fans during Q1 of

2016.

0.0%

0.1%

0.1%

0.2%

0.2%

0.3%

0.3%

0.4%

0K 500K 1,000K 1,500K 2,000K 2,500K

Pe

op

le t

alk

ing a

bo

ut (a

s %

of

Fa

ns)

Average Number of Fans

Marriott Rewards Hilton HHonors Starwood Preferred Guest® (SPG) IHG Rewards Club

Conversations

Marriott Rewards published the greatest number of posts (76). Starwood Preferred Guest® (SPG) had the highest average

engagement, with a score of 92.

0 10 20 30 40 50 60 70 80

0 10 20 30 40 50 60 70 80 90 100

Marriott

Rewards

Starwood

Preferred

Guest® (SPG)

Hilton HHonors

IHG Rewards

Club

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Marriott Rewards received the most number of Likes (8,438), got the most number of Comments (1,191) and had the most

number of Shares (1,381).

0K 1K 2K 3K 4K 5K 6K 7K 8K 9K

Marriott Rewards

Hilton HHonors

Starwood Preferred Guest® (SPG)

IHG Rewards Club

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand Posts Marriott Rewards

01-FEB-16, MON 10:04AM

What would you do if you won 50 tickets to

Super Bowl 50? http://bit.ly/1PjFuF9

ENGMT. LIKES COMMENTS SHARES SENTIMENT

512 2,014 318 415 Positive


18-FEB-16, THU 4:30PM

Starwood Preferred Guest® (SPG) shared

a link.

Hilton HHonors

15-FEB-16, MON 1:00PM

Can't get no satisfaction when looking for

hotels online? We've got you covered.

#StopClickingAround


418 326 60 70 Positive


392 283 25 279 Positive

http://www.facebook.com/314467271901260/posts/1242982812383030


















Most Engaging Brand Posts Starwood Preferred Guest® (SPG)

26-FEB-16, FRI 5:42AM

Starwood Preferred Guest® (SPG) shared a

link.


386 408 40 59 Positive

Hilton HHonors

16-MAR-16, WED 4:10PM

Get access to talented new artists like

Halsey for our 2016 concert series. Check

out her story belo ..

IHG Rewards Club

25-FEB-16, THU 12:26PM

Until 11:59 p.m. EST Friday, get 100%

bonus on your points purchase.


247 852 19 88 Positive


206 185 68 41 Positive



















Starwood Preferred Guest® (SPG)'s Facebook Page saw the highest number of Fan posts (370).

0 50 100 150 200 250 300 350 400

Marriott Rewards


Hilton HHonors

IHG Rewards Club

Number of Fan Posts

Fan Posts

Starwood Preferred Guest® (SPG) received the highest percentage of Positive Sentiment (44.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Marriott Rewards


Hilton HHonors

IHG Rewards Club

Negative Neutral Positive

Sentiment Analysis

IHG Rewards Club responded to the highest percentage of Fan posts (57.47%).

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0 50 100 150 200 250 300 350 400 450

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)

Marriott Rewards Starwood Preferred Guest® (SPG) Hilton HHonors IHG Rewards Club

Brand Responses

Marriott Rewards published the most with 76 posts, among the brands in "Hospitality Reward Programs" Group.

40%

24%

19%

17%


Share Of Voice – Volume of Posts

Marriott Rewards received the largest volume of Likes (8,438), among the brands in "Hospitality Reward Programs" Group.

41%

22%

17%

20%


Share Of Voice – Likes

Marriott Rewards received the largest volume of Comments (1,191), among the brands in "Hospitality Reward Programs"

Group.

48%

17%

12%

23%


Share Of Voice – Comments

Marriott Rewards received the largest volume of Shares (1,381), among the brands in "Hospitality Reward Programs" Group.

41%

30%

11%

18%


Share Of Voice – Shares





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Leading the Way- Marriott Rewards

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

1,984,769 44,379 2.29% United

States

Mostly Older, Female and

Attached.

Marriott Rewards

Engagement Score Total Fan Posts

34 300

Total Posts Brand Response Rate

76 46.67%

Total Likes Avg. Reply Time

8,438 6 hrs, 58 mins

Total Comments General Sentiment

1,191 Neutral

Total Shares

1,381

BRAND POSTS FAN POSTS

Brand Overview

1,910K

1,920K

1,930K

1,940K

1,950K

1,960K

1,970K

1,980K

1,990K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-

Feb

19-

Feb

26-

Feb

4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

1,984,769

New Fans

44,379

Engagement

0

250

500

750

1-Jan 5-Jan 9-Jan 13-Jan 17-Jan 21-Jan 25-Jan 29-Jan 2-Feb 6-Feb 10-Feb 14-Feb 18-Feb 22-Feb 26-Feb 1-Mar 5-Mar 9-Mar 13-Mar 17-Mar 21-Mar 25-Mar 29-Mar

Marriott Rewards had an average engagement score of 34 and a highest of 512.

Community Analysis

Marriott Rewards fans are mostly Older, Female and Attached. Marriott Rewards fans are largely from United States followed by

Brazil.

Fan Demographics Distribution of Fans

34%

66%

male female

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40% 50%

Single

In a Relationship

Engaged

Married

UnKnown

0K 400K 800K 1,200K

United States

Brazil

Mexico

Peru

Colombia

Argentina

Chile

India

United Kingdom

0

1

1

2

2

3

1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar

Brand Posts

Top keywords used Frequency

http://bit.ly/1PjFuF9 7

Rewards member Hillary 6

Super Bowl 50 5

JW Marriott 4

Marriott 4

30%

70%

Brand Participation Brand Non Participation

79%

3%

18%

Posititve Negative Neutral

Brand Posts - Engagement

Marriott Rewards responded to 23 conversations generated by the

76 Posts they published.

Marriott Rewards receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Brand Posts - Analysis

Brand Post Types Days of the week

0 10 20 30 40 50

0 50 100 150

Links

Photos

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20

0 20 40 60 80

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

Marriott Rewards 152

hotel 57

stay 41

points 39

nights 26

User Posts

0

1

2

3

4

5

6

7

8

9

10

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar

Positive Neutral Negative

A Closer Look- Starwood Preferred Guest (SPG) on Facebook

Brand Overview


310,555 6,248 2.05% Worldwi

de


Attached.



92 324


37 29.63%


3,597 46 mins


295 Neutral

Total Shares

370

Most Engaging Campaign

2014 Member Favorite

Hotels & Resorts List

Most Recent Campaign

2014 Member Favorite

Hotels & Resorts List


Brand Overview

CONTENT & CAMPAIGNS

301K

302K

303K

304K

305K

306K

307K

308K

309K

310K

311K

312K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

310,555

New Fans

6,248

Engagement

0

250

500


Starwood Preferred Guest® (SPG) had an average engagement score of 92 and a highest of 418.

Community Analysis

Starwood Preferred Guest® (SPG) fans are mostly Older, Female

and Attached.

Starwood Preferred Guest® (SPG) fans are largely from United

States followed by India.


43%

57%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40% 50%

Single

In a Relationship

Engaged

Married

UnKnown

0K 50K 100K 150K 200K

United States

India

Malaysia

Canada

Australia

Thailand

Singapore

United Kingdom

Japan

New Zealand

0

1

1

2

2

3


Brand Posts


St 7

Forbes Travel Guide 3

spgmoments 2

SPG 2

Regis Deer Valley 2

35%

65%


69%

7%

24%



Starwood Preferred Guest® (SPG) responded to 13 conversations

generated by the 37 Posts they published.

Starwood Preferred Guest® (SPG) receives more positive than

negative vibes from comments on their Posts.


Most Engaging Brand Posts

18-FEB-16, THU 4:30PM


link.


418 326 60 70 Positive

26-FEB-16, FRI 5:42AM


link.

15-JAN-16, FRI 10:52AM

The Kiroro, a Tribute Portfolio Resort in

Hokkaido, Japan.


386 408 40 59 Positive


185 208 20 19 Positive





















0 10 20 30 40

0 20 40 60 80 100 120

Links

Videos

Photos

Plain Text

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 50 100 150 200

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Starwood Preferred

Guest

169

hotel 64

night 44

points 40

stay 40

User Posts

0

2

4

6

8

10

12

14



Starwood Preferred Guest® (SPG) responded to 96 conversations

generated by the 324 Posts fans published.

Starwood Preferred Guest® (SPG) appears to participate more

when Fan conversations have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

30%

70%


44%

8%

48%


A Closer Look- Hilton Hhonors on Facebook

Brand Overview


1,027,401 6,373 .62% Worldwi

de


Attached.

Hilton HHonors


56 320


45 55.62%


4,555 40 mins


434 Neutral

Total Shares

1,007


Brand Overview

1,016K

1,018K

1,020K

1,022K

1,024K

1,026K

1,028K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-

Feb

19-

Feb

26-

Feb

4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

1,027,401

New Fans

6,373

Engagement

0

250

500


Hilton HHonors had an average engagement score of 56 and a highest of 247.

Community Analysis

Hilton HHonors fans are mostly Older, Female and Attached. Hilton HHonors fans are largely from United States followed by

United Kingdom.


39%

61%

male female

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60%

Single

In a Relationship

Engaged

Married

UnKnown

0K 200K 400K 600K

United States

United Kingdom

Egypt

Italy

Turkey

Germany

Canada

Iraq

Azerbaijan

Norway

0

1

1

2

2

3


Brand Posts


HHonors members 7

Hilton HHonors 6

points 5

book 5

San Diego 4

40%

60%


61%

8%

31%



Hilton HHonors responded to 18 conversations generated by the

45 Posts they published.

Hilton HHonors receives more positive than negative vibes from




15-FEB-16, MON 1:00PM

Can't get no satisfaction when looking for

hotels online? We've got you covered.

#StopClickingAround


392 283 25 279 Positive

16-MAR-16, WED 4:10PM

Get access to talented new artists like

Halsey for our 2016 concert series. Check

out her story belo ..

28-JAN-16, THU 11:18AM

International flights out of the question?

These U.S. cities will leave you feeling like

you've arri ..


247 852 19 88 Positive


176 194 34 88 Positive

NO IMAGE NO IMAGE





















0 5 10 15 20 25 30

0 20 40 60 80 100

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15

0 20 40 60 80 100

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Hilton HHonors 97

room 79

hotel 69

points 49

nights 47

User Posts

0

2

4

6

8

10

12



Hilton HHonors responded to 178 conversations generated by the

320 Posts fans published.

Hilton HHonors appears to participate more when Fan

conversations have greater positive vibes than negative.



56%

44%


41%

16%

43%


A Closer Look- IHG Rewards Club on Facebook

Brand Overview


581,570 15,506 2.74% Worldwi

de


Attached.

IHG Rewards Club


91 174


33 57.47%


4,037 3 hrs, 54 mins


571 Neutral

Total Shares

587


Brand Overview

555K

560K

565K

570K

575K

580K

585K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

581,570

New Fans

15,506

Engagement

0

250


IHG Rewards Club had an average engagement score of 91 and a highest of 206.

0

1

1

2

2

3


Brand Posts


Spire 3

Cash 3

Platinum Elites 3

15 3

Points 3

Community Analysis

IHG Rewards Club fans are mostly Older, Female and Attached. IHG Rewards Club fans are largely from United States followed by

Indonesia.


48%

52%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 20% 40% 60%

Single

In a Relationship

Engaged

Married

UnKnown

0K 50K 100K 150K 200K

United States

Indonesia

United Kingdom

India

Egypt

Jordan

Mexico

Philippines

Italy

45%

55%


92%

0% 8%



IHG Rewards Club responded to 15 conversations generated by

the 33 Posts they published.

IHG Rewards Club receives more positive than negative vibes from




25-FEB-16, THU 12:26PM

Until 11:59 p.m. EST Friday, get 100% bonus

on your points purchase.


206 185 68 41 Positive

14-MAR-16, MON 3:22PM

Nine on-site restaurants, a heated outdoor

pool & more!

31-MAR-16, THU 8:00PM

Enjoy all Orlando has to offer--plus get an

extra 10,000 IHG Rewards Club points!


196 345 27 41 Positive


194 242 30 49 Uncategorized

NO IMAGE NO IMAGE NO IMAGE





















0 5 10 15 20 25 30 35

0 20 40 60 80 100

Links

Photos

Plain Text

Videos

Polls

Number of Posts

Engagement Score


0 2 4 6 8

0 50 100 150

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



IHG Rewards Club 74

points 47

IHG 34

hotel 29

stay 24

User Posts

0

1

2

3

4

5

6

7

8

9



IHG Rewards Club responded to 100 conversations generated by

the 174 Posts fans published.

IHG Rewards Club appears to participate more when Fan

conversations have greater positive vibes than negative.



57%

43%


33%

11%

56%






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