Hotel giant Marriott has secured a massive 93% share of voice on paid-for social media advertising against four rival chains.
Analysis of activity by five major hotel chains between September 19 and November 17 this year indicated Marriott's strategy to target social media users on sites such as Facebook, Instagram, YouTube, Twitter and LinkedIn.
Marriott's share overshadowed the low levels produced by Hilton (5%), IHG (1%) and Wyndham (1%), with Hyatt not gaining any share of voice.
The chain's ads were most likely to be seen but engagement levels were much lower, with 44,900 interactions compared to Hilton's 49,200.
Inevitably, all chains with some share of voice in the analysis were found to be targeting Gen Z as the prime audience, according to the data collected by BrandTotal.
Over half of all ad impressions were hitting the 18 to 24 age group, with 28% reaching 25 to 34 and 12% to 34 to 44.
Alon Leibovich, CEO and co-founder at BrandTotal, argues: "The pandemic is less of a concern for younger generations. Hotel brands are aggressively targeting Gen Z and millennial holiday travelers."
The share of voice was also swayed heavily toward women, with 72% versus 28% for men.
Presumably due to the pre-roll ads that are a major feature of YouTube content, Google's video-sharing site secured 40% of all ad impressions, followed by Facebook with 24%, LinkedIn's 19% and 16% for Twitter.
Perhaps suprisingly, Instagram secured just 1% of ad impression share.