Facebook Showdown: Marriott vs. Hilton


By: Emily Wright

Marriott’s Facebook page has 368,831 likes and 361,285 followers. Hilton’s Facebook page has over five times the amount of that with 1,861,480 likes and 1,847,053 followers. Lets take a look at the aspects of each page to determine why Hilton has so many more followers than Marriott, and does this affect their follower engagement.

Both Marriott and Hilton Facebook pages consist of the following:
  • Average 1+ posts daily
  • Link to their website
  • About the company
  • Option to message/phone the company
  • Links to travel company pages

Let’s take a look at what Marriott does:

Marriott’s page includes a quiz for visitors to take called: Where should you go on a romantic getaway? This quiz helps to increase user engagement as well as potentially spark interest in users to plan a vacation with Marriott Hotels.

Marriott’s Facebook page features a variety of content including:
  • Pinned posts that remain at the top for all page visitors to see first (Marriott’s pinned post is their top interacted with post due to the amount of visitors seeing it)
  • Global Partnerships
  • Awards
  • “Best” lists
  • Promotional content
  • Business content including posts about new and future resorts
  • Current events including Hurricane protocols for the most recent hurricane.
  • Social issue content including their Love Travels Beyond Borders campaign.
This content follows the known 50/50 rule including both business advertisement but also whats popular in current events related to their company.
Macintosh HD:Users:Emily:Desktop:Screen Shot 2018-10-23 at 10.25.50 AM.png
(Marriott’s Most Successful Post: pinned post on workplace safety. 344 Reactions, 25 Comments, 100 Shares, 12,000 Views)



Lets take a look at what Hilton does:

A lot of Hilton’s posts are actually in the language of the country they are advertising their hotel in with an option for translation. This is appealing to users around the globe (as their hotels are located) but also makes it slightly more challenging for English speaking users to receive the information.

Hilton’s page includes a variety of content including:
  • Advertisements for their app
  • Shared guest photo’s with the location of the resort tagged in the caption
  • Posts on social and current events including LGBT
  • Posts about new resorts, which is their most interacted with post.

Macintosh HD:Users:Emily:Desktop:Screen Shot 2018-10-22 at 11.16.57 AM.png
(Hilton’s Most Successful Post: New Resort, 237 reactions, 24 comments, 17 shares)

Both company pages encourage user engagement through quizzes and polls scattered throughout their posts. However, engagement on both Marriott and Hilton’s posts is very similar in numbers despite their gap in followers. This may show that Marriott is more successful at sparking user engagement. User engagement is higher on photos with a bigger announcement or that are related to current social events. It is important for both companies’ to include engaging content on their pages to increase site traffic.

traffic.

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