“Paris is always a good idea”
After watching this video, who of us is not dreaming about a vacation in Paris? In the best case, in a luxury hotel situated near the ‘Arc de Triomphe’ that has a terrace with view on ‘La Tour Eiffel’.
Luckily, Paris has to offer some luxury hotels that fit in this category. Examples include the Four Seasons Hotel George V, the Peninsula Paris and the Shangri-La Paris. All of them situated within walking distance of the Arc de Triomphe and gorgeous views on the Eiffel Tower.
If I would have the change to stay in one of those hotels, I would not know which one to choose…
The Peninsula Paris that makes me want to book a flight right now with videos like the one above, the Four Seasons Hotel George V with its stunning Instagram Account or the Shangri-La Paris with a terrace that make my knees wobbly by just looking at their pictures?
…but what I know for sure is that I would make thousands of pictures, which I of course would post on my Instagram, Snapchat and Facebook. C’mon, staying in one of those Hotels is a unique experience that needs to be shared — or what do you think?
After talking about engagement last week, it was clear for me that a high number of followers does not necessarily mean a high engagement. Let us take a closer look on how to measure engagement today with the before mentioned hotels. Caution! It is getting data heavy now.
Google, Facebook, Instagram, Twitter and many numbers… but what are these numbers telling us?
The first number I looked at was the number of google results by simply googling “George V Paris”, “Peninsula Paris” and “Shangri La Paris”. Resulting from this is the voice of share on Google by putting these numbers in relation.
With a voice of share of 79% the Peninsula Paris is the number one in this category, followed by the Four Seasons Hotel George V and the Shangri-La Paris.
Next, I have looked at the number of followers on their social media channels including Facebook, Instagram and Twitter. The Average Engagement was calculated using the last 10 posts on each of these pages. This means counting together all the likes, comments and shares on each post and further dividing it by 10 to get an average number.
According to the numbers, Instagram is the favourite social media platform to follow a luxury hotel.
For me, that is no wonder when you look at their beautiful Instagram accounts like the one from Four Seasons Hotel George V on the left. How wonderful would it be to be there right now?
Instagram is not only the social media channel with the most followings of each hotel, but also the platform where the followers engage the most with them.
In contrast, the follower number as well as the average engagement on Twitter is extremely low. Does it therefore even make sense for hotels to have a Twitter account?
To make it easier, let us summarize the numbers of followers and average engagement.
According to this table, the winner regarding the percentage of average engagement is the Fours Seasons Hotel George V, followed by the Peninsula Paris and the Shangri-La Paris.
Nevertheless, I believe that all three of them are winners as an engagement percentage of above 1% is a good number. In addition, I have just looked at the last 10 posts on each social media platform and as some of them were posted some hours ago, the engagement was not as high as if the post would have been uploaded some days ago.
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
