The vast majority of Hotel brands in India have recognised the power and necessity of a strong social media presence. With using Facebook, Twitter or any of several other platforms to aid in hotel selection, not even the most exclusive properties can afford to be off the social media grid as their customers (the vast pool of population) reside in the social media space.
Before we go ahead with the analysis let’s take a brief look at the hotels and their social media presence:
1. ITC Hotels
ITC is symbolised by its distinctive ‘Namaste’ Logo, it forayed into the Hotels business to support the national priority of developing new avenues of foreign exchange earnings and boosting tourism.
2. Trident Hotels
Trident Hotels are five-star hotels owned and managed by The Oberoi Group. Presently there are 9 tridents in India, mostly in the metros.
3. Oberoi Hotels
The Oberoi Group is a hotel company with its head office in Delhi. It remains one of the most decorated hotel chains in the world with many of its group hotels bagging various awards and accolades.
4. Taj Hotels
The Indian Hotels Company Limited (IHCL), branded as Taj Hotels Resorts and Palaces. This company is a part of the Tata Group, one of India’s largest business conglomerates.
5. The Lalit Hotels
The LaLiT Hotels is the flagship brand of Bharat Hotels Limited Enterprise, a part of The LaLiT Suri Hospitality Group. Bharat Hotels Limited is India’s largest privately owned hotel company.
6. The Leela
The Leela Palaces, Hotels and Resorts is an Indian luxury hospitality group founded in 1986 by Captain C. P. Krishnan Nair, who named it after his wife.
Quick reminder, we talked about Club Mahindra Social Media and lessons that you should NOT learn from it. Let’s have a look at how many followers these hotels have acquired on various Social Media platforms.
As we wanted to map how the Indian Luxury Hotel Industry was faring on social media, we started tracking them with Talkwalker (an awesome tool for social media management and monitoring) and have been monitoring them since a month to check their level of engagement, consistency, followers and much more quantitative data. Let’s take a look at the results:
As we can see from the graph, Taj is keeping up with its legacy of being the finest hotel on social media as it the most spoken about hotel and people are actively engaging with them on various portals. Followed by Oberoi and ITC, surprising to see Leela comes next as it has the least impressive presence on social media.
And then followed by Trident and The Lalit which has the least amount of conversation surrounding the hotel! As we can see in the graph Taj has consistently remained a high on the graphs for the whole month. Around the 24th march 2014 Leela, Oberoi and ITC were almost neck-to-neck when it came to be spoken about. The Lalit has consistently remained poor throughout the entire month with the least amount of mentions.
What are the graph’s saying
Most of the mentions about these hotels are people checking-in on Foursquare or sharing that they will be visiting that hotel in near future that falls under neutral part of the chart. Yes, the negatives and positives are about their food quality, facilities and overall experience.
The top media types go as follows – News, Blogs, then Facebook is the next place where people are talking the most about these hotels. Surprisingly not many people are talking about these hotels on Twitter.
Most Influential people
Here are some most influential people who talk about these Indian Hotels and also share their views and have a greater reach as compared to others.
We found certain Tweets about them: Good and the bad!
The quality of food and the levels of service at the Taj Hotels is in a league of its own. Hospitality at its best.
— Seema Chandra (@seemachandra) April 8, 2014
Massively disappointing service @taj vivanta delhi. Terrible experience! This is not a Taj hotel!
— Rajan Anandan (@RajanAnandan) October 31, 2013
@vyshakmv Please DM us your email ID and contact details and we will get this checked right away.
— Oberoi Hotels (@OberoiGroup) March 20, 2014
— Delia Mary (@DeliaMary) March 19, 2014
— राजीव र. (@bharatmelange) March 26, 2014
Thanks for the birthday wishes @leelahotels – impressed & dying for a business reason to return to India so I can stay with you again!
— Cindy Gallop (@cindygallop) January 31, 2014
@TheLeelaHotels we are guests at Kovalam Club. Our room is dirty, +customer service is horrible. WORST hotel of our honeymoon. Shame on you.
— Kate Gertner (@kategertner) April 10, 2014
@TridentHotels Was at Trident BKC 2night 4 coffee with friend. Cant believe place is infested with mosquitoes Awful experience for 5* hotel
— p_hrishi (@p_hrishi) April 6, 2014
The Lalit Hotels
@TheABPunk have a fantastic time!
— The Lalit Hotels (@TheLalitHotels) March 18, 2014
— Aditya Sengupta (@Sengupta) March 27, 2014
A lot of tweets that I personally stumbled upon were people talking about their experiences about the hotel, ambience, food and more. I think it’s a great way to for these hotels to keep a track on these mentions across the globe and fix if there are any loopholes. I didn’t really see any of these hotels conversing much with their influencers which obviously can help you building your brand.
So which is your favourite, Indian Luxury Hotel? How was your experience the last time you visited any of these hotels? Please share your insights with us in the comments section below.