Social Media Face Off: Marriott vs. Hyatt


With Labor Day right around the corner we’re celebrating the end of summer with Travel & Hospitality Week—five days devoted to all things social within the industry. We’ll provide a snapshot of how travel and hospitality brands have been using social media so far this year and dive into how the industry is approaching real-time marketing, customer service, brand building and crisis management and more. And don’t miss tomorrow’s webinar, The 3 Most Important Things Hotels & Airlines Need to do on Social Media.

Don’t miss the rest of today’s content! Download our Travel & Hospitality Cheat Sheet for Crisis Management. Plus, find out which airline won in our Social Media Face Off: Travel Edition.


In today’s Social Media Face Off: Hospitality Edition, we’re putting Marriott and Hyatt head-to-head to see which hotel brand has the best accommodations in social media.

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In order to compare the brands in social, we set up search streams for each brand in the uberVU platform, removing any obvious unrelated terms (e.g Michael Hyatt). We’ve compared the results from the past two weeks to determine our winner.

Let’s see which brand is five star in social.

Round One: Mentions

Marriott wins round one with 58,255 mentions, outperforming Hyatt’s 35,678 mentions.

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Winner: Marriott

Round Two: Sentiment

Marriott pulled ahead with total mentions but let’s see how the brands compare when it comes to sentiment. Marriott posted a decent percentage of positive mentions with 31% but it is bested by Hyatt with 33%.

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Winner: Hyatt

Round Three: Engagement

Marriott won in mentions and Hyatt won in sentiment, but how did the hotel brands measure up when it came to engaging with their social media audience? In order to determine a winner, we compared the number of RTs, Shares and Likes to see which brand is driving more engagement across Facebook and Twitter.

Marriott posts more RTs, but Hyatt easily wins in both Shares and Likes and takes the round.

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Winner: Hyatt

Overall Winner: Hyatt

With wins in overall mentions and engagement, we declare the winner of this Social Media Face Off: Hospitality Edition to be Hyatt. Time for Marriott’s social wake-up call.

Want to see how your social stacks up against your biggest industry rival? Get a custom Social Media Face Off report!

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