Global hotel group Marriott, also known for its successful timeshare division, has taken the top spot in a new research report by Heardable.com which benchmarks the online performance of the top 10 hotel chains worldwide.
Sponsored by The International School of Hospitality www.tisoh.com based in Las Vegas, the research report analysed everything from mobile readiness and social network participation, to a brand’s adeptness at SEO.
Seven thousand hotels were looked at, and hotel groups included five star deluxe brands. In a close call, the top three were Marriott, with a “brand health” score of 706 out of 1,000 possible points beating its nearest competitor Best Western by just 4 points. Hyatt Hotels and Resorts came third.
"At TISOH, our top hospitality industry faculty takes brand management very seriously,” said Timothy M Lam, Executive Director of The International School of Hospitality. Many of our students are would-be entrepreneurs so we teach the importance of building a robust online strategy to help manage their overall brand vitality.”
Marriott won, ranked highest in three main areas, including sharing and syndicating content; social media participation; and search optimization.
In a recent blog post Marriott’s Executive Chairman Bill Marriott wrote, "Marriott’s personality is a first class experience that lacks pretense, but strives to enhance the guest experience with art, nutrition, culture and overall well-being." Mr Marriott has been writing his blog http://www.blogs.marriott.com for over five years.
Marriott’s has associated itself with leading luxury brands such as Christie’s auction house, Treasury Wine Estates and Aromatherapy Associates, as well as wellness experts Keri Glassman and Dr. Pamela Peeke.
The Top 10 Hotel Chain Brands Online, ranked by Brand Health Score (out of a possible 1000 points) were:
1. Marriott – 706
2. Best Western – 702
3. Hyatt – 679
4. Iberostar – 679
5. Hilton – 653
6. Relais & Châteaux – 632
7. Ramada – 630
8. Holiday Inn – 627
9. The Ritz-Carlton – 608
10. Jumeirah – 601
Heardable.com is a brand analytics company that monitors the hundreds of tiny levers through which online brand value is created. Each brand health score is comprised of six sub-score categories: Portable, Searchable, Sociable, Measurable, Actionable, and Shareable.
The International School of Hospitality is dedicated to helping students enter the industry as well as assisting current employees advance in their careers. Founded in 2004 by professors from the University of Nevada, Las Vegas (UNLV), TISOH offers practical training programs taught by industry professionals and university professors. TISOH is recognized by most leading professional hospitality organizations such as the National Association of Catering Executives (NACE) , the Educational Institute at the American Hotel & Lodging Association and Les Clefs d’Or USA.