A 2014 study by Accorhotels called the Social Media Monitor showed that hotels have a significant opportunity to connect with travelers on social media. In the Asia Pacific region, almost half of travelers follow hotel brands, more than airlines or other travel-related businesses. This trend is especially strong among travelers from China and Indonesia, as well as those between 25 and 44 years old.
Interestingly, in countries with prominent airlines such as Malaysia, Australia, New Zealand, and Japan, airlines are followed most on social media. Travel brands like online travel agents come in third overall, with China, the Philippines, and Thailand showing the most interest. Fashion and music brands only ranked among the top three in Vietnam and Japan. Men tend to follow sports and finance brands, while women lean towards fashion and cosmetics.
Source: Accor.
To understand the social media habits of travelers in the Asia Pacific region, Accor, the largest hotel group in the area, collaborated with ORC International to survey over 6,500 travelers from 13 different countries. As a major player in the region with 600 hotels across 17 countries, Accor uses these findings to tailor its marketing and connect with travelers when they’re actively searching, booking, or sharing their travel experiences online.
The study revealed that four out of five people surveyed follow brands on social media, with the Chinese and Vietnamese being the most engaged, and those from Japan, Australia, and New Zealand being the least. Women and younger travelers tend to be more likely to follow brands on social networks.
Malaysians and Filipinos, along with travelers over 55, primarily use social media for immediate assistance. Chinese and Hong Kong users are most likely to seek VIP treatment through social media, while Indonesians show the strongest connection to brands. Younger travelers and Koreans primarily use social media for gathering information. Compared to men, women are more interested in finding information and deals, while men are more inclined to demonstrate brand loyalty and are more receptive to VIP treatment.
The top reasons for following a brand on social media have shifted from the previous year. Travelers now prioritize getting information (74%) and finding deals (71%). Travelers from Thailand and Japan are the most interested in getting information, while those from New Zealand and Singapore are the most interested in finding good deals.
Emilie Couton, VP Guest Experience at Accor Asia Pacific, highlights how understanding guests’ online needs helps the company tailor its messaging and services effectively, whether it’s offering hotel deals, providing local recommendations, or giving access to VIP services.
Travelers utilize hotel social media pages before and after their stays:
Two out of five travelers frequently use social media to find information before their stay, with Filipinos, Thais, and Vietnamese being the most active and New Zealanders and Australians the least. Notably, one-third of all respondents mentioned increased usage in the past year, with younger travelers showing the most significant increase.
One-third of travelers follow hotel brands during their stay, with Vietnamese, Thais, and Indonesians being the most engaged. Women are more inclined than men to follow a hotel brand, especially while at the hotel, and this tendency increases with younger demographics.
Almost half of all respondents continue to follow hotel brands after their stay, particularly those from Vietnam, China, and Thailand.
When at a hotel, nearly half of the respondents, particularly Thais, Vietnamese, younger travelers, and women, usually share their location on social media, suggesting a desire to share their experiences more openly than other groups. Japanese travelers tend to be the most private about sharing their location.
Couton emphasizes the value of engaging with guests on social media during their stay to enhance their experience. By offering valuable content relevant to each stage of the trip, hotels can give guests compelling reasons to follow their accounts and improve their overall stay.
Beyond simply following, social media has a direct impact on bookings. One-third of travelers, especially younger demographics, Vietnamese, Thais, Filipinos, and Chinese, have booked a hotel after seeing an ad on social media. Overall, there’s a positive sentiment toward social media advertising, with over two-thirds of travelers finding them useful or not being bothered by them. Only 15% are unaware of their existence, and a mere 12% find them annoying. Generally, women tend to find social media ads more interesting and useful than men.
For more insights, watch the 2014 Accorhotels Social Media Monitor video here and explore the complete infographic here.