Among the content posted by hotels on Facebook, pictures of their restaurant food have the highest engagement at 27.75 likes, 0.99 comments, and 2.98 shares for every 1,000 impressions.
InsideFacebook, a news and analysis service about Facebook, conducted a study among 2,121 hotels and resorts on Facebook scanning about 110,000 posts.
Key highlights from the study are presented below:
On average, hotels post 32 times per month, with the content category split at: 1.9 links, 27.8 photos, 1 status update and 1.6 videos.
But, there are some hotels that post about 30 times per day and drive low engagement at about 15% of the engagement their competitors attract. The study says the best frequency to post is between three and seven times a day.
The graph below shows the correlation between engagement rate and number of posts in Facebook:
Leading hotels and resorts such as the MGM Grand, Aria or Sierra-At-Tahoe post more than 50 posts per month. Interestingly, they drive high interactions despite only posting about two posts per day.
The vast majority (86%) of posts from these premium hotels are images, with few links (6%) and videos (5%). The latter content types are typically used for special events such as performances or deals.
The study categorized the Facebook content type into seven buckets: Promotions/contests, on-site activities, food/restaurant, local activities, scenery, internal property and external links.
The following table shows the engagement metrics for each of these content type:
[table id=3825 /]
Overall, content related to food and scenery are most popular and drive the highest engagement too.
Interestingly, the hotel destination scenery ranks higher in engagement and popularity compared to the hotel's amenities.
Related readNB:Food image
via MGM Grand Facebook page.