In its recent digital report about 57 global hotel brands, L2 Think Tank found that while 76% of the brands offered some form of booking on Facebook when it issued its 2012 report, that percentage dropped to just 52% of brands for the 2013 study.In its recent digital report about 57 global hotel brands, L2 Think Tank found that while 76% of the brands offered some form of booking on Facebook when it issued its 2012 report, that percentage dropped to just 52% of brands for the 2013 study.
In its recent digital report about 57 global hotel brands, L2 Think Tank found that while 76% of the brands offered some form of booking on Facebook when it issued its 2012 report, that percentage dropped to just 52% of brands for the 2013 study.
Traffic from Facebook to the brands had decreased to 2% in the 2013 report, down from 5% in the 2012 L2 study.
Facebook, too, is aware that brands in travel, and beyond it, are moving away from heavy commerce apps totally focused on the sale, and are tilting toward brand-building through consumer engagement.
Top Ten Ranking
| Brand Class | . | Brand Class |
| 1. W Hotels Genius | . | 6. Sheraton Gifted |
| 2. InterContinental Gifted | . | 7. St. Regis Gifted |
| 2. Westin Gifted | . | 8. Hilton Gifted |
| 4. Four Seasons Gifted | . | 9. Fairmont Gifted |
| 4. The Luxury Collection Gifted | . | 10. The Ritz-Carlton Gifted |
| . | . | Ranking out of 57 brands |
On the lodging front, brands such as W Hotels, Four Seasons, Hilton and Jumeirah have removed some Facebook booking capabilities over the last year, L2 states. Individual hotels such as the Arizona Grand Resort, which debuted Facebook booking in June 2011, have removed those capabilities entirely. Plenty of companies, such as Morgans Hotel Group, still offer Facebook booking apps, but the trend away from these capabilities is evident among accommodations’ sites, large and small.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
