Airbnb Has Largest Share of Voice on Social and News in Asia’s Hospitality Industry


Meltwater has released a new report looking at how digital disruption is redefining the consumer travel experience across Asia’s hospitality industry.

This data was was collected by tracking the total mentions of brands online, including ASEAN’s top five hotels, sharing economies such as like Airbnb and Homeaway, and Online Travel Agents (OTAs) such as Expedia and Agoda.

The hospitality industry has seen significant transformation in recent years. Brands that are navigating this disruption need to understand technology has redefined the customer experience.


 

According to the findings Airbnb had  the largest share of voice on both news and social media channels when compared to various other hotels – including some legacy brands that have been in operation for much longer.

“These results come at a time of total digital disruption for the hospitality industry, providing some much-needed insight into the importance for brands to future-proof their businesses and stay relevant in this competitive digital age,” said the release.

“According to our research, Airbnb, the pioneer of the sharing economy, has stayed ahead of its competitors with its first mover advantage in Asia, led by a focus on digital strategy and localized content,” said Mimrah Mahmood, Regional Director, Media Solutions, Meltwater Asia Pacific. “This has brought increased engagement from customers, which has corresponded to its position as the market leader”

Airbnb has the largest news and Social Media volume on earned media, making the brand the undisputed market leader for the sharing economy in ASEAN 6, as well as globally.


 

“The hospitality industry has seen significant transformation in recent years. Brands that are navigating this disruption need to understand technology has redefined the customer experience,” added Mahmood.

“Digital disruption is not exclusive to the hospitality industry, and will eventually reshape other sectors, too.” said Jackson Sim, Assistant Director, Digital Marketing, W Singapore.

“Social media is constantly evolving, and the amount of information our customers have to process in a day has grown substantially. We have been able to monitor engagement over various social media platforms and glean insights on content that performed better. These insights have allowed us to better leverage user-generated content, resulting in an increase of 200% on users’ engagement rate, with a total reach of engaged users hitting 10%,” added Sim.

W Singapore implemented Meltwater’s media intelligence solution three years ago as part of its ongoing digital strategy to “better connect with customers at a personal level.”

Other key findings in Asia:

  • In the hotel industry, Sheraton dominated share of voice in news (32%) and social (28%) of earned media, with Shangri-La (27%) and Marina Bay Sands (27%) coming in 2nd and 3rd respectively for news channels, and 3rd (24%) and 2nd (27%) respectively for social channels. Marina Bay Sands tops both news and social for positive sentiment, followed by W Hotels and Ritz-Carlton. Although both Shangri-La and Sheraton had the highest SOV in news and social media among the hotels analyzed, both brands have a lower percentage of positive mentions, with a bulk of the sentiment being neutral.
  • In the sharing economy, Airbnb has the largest news (12,637) and Social Media (68,056) volume on earned media, making the brand the undisputed market leader for the sharing economy in ASEAN 6, as well as globally.
  • In OTAs, Agoda dominates the social media sphere, capturing just over 60% of the share of voice, followed by TripAdvisor at 30.46%. On Twitter, TripAdvisor has the largest share of followers (89.57%) whilst Expedia has a larger share of the interactions (51%). TripAdvisor is the King of Instagram among the OTAs, having 15 and 33 times more interactions as compared to Expedia and Agoda respectively.

 

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