Ninety-one percent of brands in L2’s Digital IQ Index: Prestige Hotels are present on Facebook, but many are testing out strategies to increase engagement in a sector that lags behind other prestige categories. For example, social media drives relatively less than half the traffic to Prestige Hotel brand sites than it does to Fashion sites.
A look at the most liked and commented on posts suggests the key to consumer participation is offers. Three of the top five engaged posts in the L2 study promote offers, and two are time-sensitive. Jumeirah posted an exclusive 72-hour offer for a stay in its Jumeirah Emirates Towers, which led to a 3.78% engagement rate (higher than all Prestige Hotel brand posts.) One & Only’s time sensitive offer was the second most interacted-with post, with a 1.78% engagement rate.
Other tactics can help boost engagement as well. For example, both Jumeirah and One & Only respond to commenters on Facebook. And a Ritz Carlton photo with tagged guests received a 1.22% engagement rate (5th most engaged post among brands in the study). But package offers creating a sense of urgency seem to be the foolproof way to get results.
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