How do you choose a hotel? By the quality of service? The view? What your friends might think? How about the water pressure in the shower? Don't laugh.
Brodeur Partners looked into the heart of what really matters when it comes to online conversation about hotel choice and has come up with intriguing answers. "We wanted to go beyond speculation and opinion, and really see what drives online behavior – in this case, conversation – around different hotel brands," said Brodeur Partners CEO Andy Coville .
The study reveals that Hilton, Marriott, and Four Seasons (in that order) have the highest Conversational Relevance™ in online discussions among leisure and business travelers. The conclusion is based on an analysis by Brodeur Partners and MavenMagnet of what is "relevant" in online brand conversation.
The Conversational Relevance™ scale is a measure of how much people are talking about a brand and how impactful and positive that conversation is. Brodeur and MavenMagnet parsed more than 18,000 online conversations between May 2012 and October 2012 across social networks, profiles, forums, news websites and blogs.
"We looked not only at practical considerations but at how the brands resonated with hotel guests' senses, values and social needs, which are the other dimensions of Brodeur's relevance model," said Jerry Johnson , Brodeur executive vice president of strategic planning. "When a brand is engaging all four dimensions, it inspires strong feelings and an abiding loyalty in those who experience it."
"Using our proprietary technology, we tap into the collective intellect of engaged consumers—in this case, consumers sharing their experience about travel and hotels," said Aditya Ghuwalewala, MavenMagnet founder. "Our zero interference approach eliminates the risk of respondent conditioning thereby delivering actual insights focusing on what's relevant in the space."
Four Elements that Drive Relevance
The top hotel brands in the analysis displayed highly positive overall Conversational Relevance™ scores based on positive/negative buzz differential, with Hilton earning a 58 percent score followed by Marriott (56 percent) and Four Seasons (51 percent).
The analysis dug much deeper, however, looking at each of the 10 brands' attributes through Brodeur's four relevance pathways:
Leisure travelers were broken down further still, between those traveling with children and those without. The Ritz-Carlton was particularly popular in conversations in the former category, and recreation was paramount for families.
The Conversational Relevance analysis was able to specifically identify strengths that some brands could leverage and weaknesses that held other brands back. In addition, it identified a framework that all hotels can use in managing their online and social communications:
The Conversational Relevance methodology has a number of advantages:
For more information on Conversational Relevance and hospitality, visit:
About Brodeur Partners
Brodeur Partners is a strategic communications company that helps organizations become and remain relevant in a complicated world. Headquartered in Boston, the company has five U.S. offices and operates in 33 countries globally. It is differentiated by its focus on relevance, behavioral change and ability to bring a discipline-agnostic approach to its non-profit, consumer and business-to-business clients.
MavenMagnet does innovative market research by leveraging the power on online conversations. The company has developed a unique aggregation and analytics platform to garner rich insights keeping intact the core fundamentals of market research. Based in New York City and Mumbai, MavenMagnet operates globally with capabilities to conduct research in 12 languages. www.mavenmagnet.com
Logos, product and company names mentioned are the property of their respective owners.