Prestige hotels in China are starting to ramp up their social media efforts. L2’s Insight Report: Prestige Hotels: China finds that 65% of brands in the Prestige Hotels Index are present on Sina Weibo through a corporate or brand account. Similarly, 56% are present on Youku and 44% on WeChat.

CHART_MASTERYet, prestige hotels have had less success on Chinese social media than other categories. They have on average the smallest average community size and engagement rate on Sina Weibo, as well as the second to lowest growth rate after Beauty.

CHART_MASTERPart of the lag is due to the fact that prestige hotel brands were late to the social media game, and it is important for them to catch up. 90% of Chinese internet users have a social media account, and more than 80% post on social media about their trip. Social media is also an important tool for travel research; more than 33% of Chinese international travelers visit social media sites before making a decision.

 

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