Marriott outperforms hotel competitors for social media advertising
Hotel giant Marriott has secured a massive 93% share of paid advertising on social media compared to four competing chains.
Analysis of the activities of five major hotel chains between September 19 and November 17 this year revealed Marriott’s strategy of targeting social media users on sites such as Facebook, Instagram, YouTube, Twitter and LinkedIn.
Marriott’s stake overshadows the low scores of Hilton (5%), IHG (1%) and Wyndham (1%), with Hyatt unable to gain market share.
The chain’s ads were the most likely to be seen, but engagement was much lower at 44,900 interactions than Hilton’s 49,200.
According to the data collected by BrandTotal, it was found that all chains with a certain share of voice in the analysis address Gen Z as the main target group.
Over half of all ad impressions were in the 18 to 24 age group, 28% were in the 25 to 34 year olds and 12% were in the 34 to 44 year olds.
Alon Leibovich, CEO and co-founder of BrandTotal, argues, “The pandemic is less of a concern for younger generations.
The proportion of the vote was also strongly shifted in favor of women with 72% compared to 28% for men.
Presumably because of the pre-roll ads, which are an important characteristic of YouTube content, Google’s video sharing site secured 40% of all ad impressions, followed by Facebook with 24%, LinkedIn with 19% and 16% for Twitter .
Surprisingly, Instagram only secured 1% of its ad impressions share.