The Top Hotel Brands on Social Media

Sprinklr Team

January 25, 20213 min read

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The top hotel brands on social media aren’t young, disruptive companies as one might imagine, but some of the most established players in the industry. They are time-tested brands that recognize the importance of establishing an authentic and superior social experience.

Nearly all hotel brands promote glossy, insta-worthy images on social, but the most successful ones serve as travel influencers. They produce engaging content that inspires #wanderlust and provides a clear sense of what a stay would feel like.

To identify the brands doing hotel social media marketing the best, we put together an analysis powered by the world’s most comprehensive source of social media brand information, the Sprinklr Business Index (SBI). Using SBI, we pulled data on May 22, 2017 and analyzed the performance of hospitality brands across all platforms for the previous 30 days.

#5 – Sandals Resorts

Sandals is the largest operator of all-inclusive resorts in the Caribbean. On social, it projects a breezy, carefree feeling that reflects its offline brand image.


Sandals’ Instagram account features an array of colorful sunsets and ocean shots. The brand emphasizes its focus on honeymooners through user-generated content of real couples enjoying their stays.


Sandals’ Facebook page hosts a combination of its X, formerly Twitter and Instagram content, though it’s also home to professional photographs of the company’s most pleasing offerings.


Sandals’ Twitter account is closely aligned with its Instagram activity. The brand highlights its different locations with ocean views in every photo, and the occasional bikini-clad resort guest.

Of the top five brands, Sandals is ranked second in follower count, engagements per day, and engagements per post. Its most successful content type is photo, and Instagram is its most successful platform, though the brand’s Facebook content performs relatively better than that of all but one of the top five brands.

To learn more about Sandals Resorts, visit their website.

#4 – Hilton Hotels and Resorts

Hilton has long sought to be a brand of firsts – it was an early adopter of air conditioning in public spaces and a pioneer of the airport hotel. The brand aims to be forward thinking, stylish, and easy on travelers – objectives that are manifested through its social strategy.


Hilton uses Instagram to highlight user generated content from guests who’ve stayed in its hotels. The brand balances pictures of hotels and pools with glimpses into the cities in which they’re located.


On Facebook, Hilton posts on behalf of the corporate brand, as well as its smaller brands like DoubleTree and Embassy. The account demonstrates that the brand has offerings ranging from luxurious to practical (though most images are on the luxurious side). It also posts recipes from well known locations, like the original Caribe Hilton Piña Colada.


Hilton uses X, formerly Twitter like a news hub. The brand posts news about cities that are named top destinations by travel magazines, notes when Hilton hotels win awards, and highlights media coverage around new openings.

Hilton has the highest follower count of the top five hospitality brands, and is tied for second in customer care response time. Photo is its most successful content type, and its most successful platform is Instagram.

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