Connor BrookeHotels are some of the most popular venues for check-ins. Hotels thrive on constant customer traffic, catering to business travelers, conferences, trade shows and vacation travelers. Hyatt and Marriott are two of the most well-known brands in the hospitality industry.
Marriott operates more than 450 hotels under its flagship “Marriott Hotels” banner. Hyatt operates approximately 400 hotels across a number of brands. Additionally, both brands place a strong emphasis on repeat-customer and loyalty, as each company offers its own branded loyalty program
Total Check-Ins: The number of check-ins that each brand has received across all its venues.
Hyatt: 249,548
Marriott: 853,903
With just 50 more hotels than Hyatt, Marriott has more than 3 times the amount check-ins than Hyatt. Why is this? Both brands carry weight and recognition with consumers. Is Marriott doing something differently than Hyatt to drive check-ins?
Total People: The total number of people that have checked-in. Unique people will be fewer than total check-ins, as people may check-in more than once at a location.
Hyatt: 120,369
Marriott: 389,547
Marriott again has more than 3x more people that have checked-in than Hyatt. It doesn’t appear that Marriott has better customer loyalty than Hyatt, it just looks like they have more unique customers.
Looking at check-ins per user will provide some context around just how popular these venues are. By dividing Total Check-ins by Total People, we can learn about each brand’s customer loyalty. (Higher is better.)
Hyatt: 2.07
Marriott: 2.2
Based on check-ins per user, Marriott has slightly better customer loyalty than Hyatt. While it the slight difference may not make a difference for businesses with just one location, with hundreds of locations catering to hundreds of thousands of customers, this slight difference in repeat customer check-ins has a huge impact.
Customer Overlap
Using detailed check-in analysis, we can also compare each brand’s customer and determine the overlap in their customer bases.
Hyatt: 8.1%
Marriott: 4.2%
It appears that a significant portion of each hotel’s customers have also checked-in at the other’s hotels. However, a significantly higher percentage of Hyatt’s customers have checked-in at Marriott. Does this mean that Hyatt customers are less loyal? Do travelers first consider Marriott, then Hyatt for their hotel needs?
Finally, let’s take a look at average Social Influence, which is an indicator of how influential a brand’s customers are in the social web. (Max score is 10.)
Hyatt: 2.0
Marriott: 2.3
Marriott’s customers are significantly more influential than Hyatt’s on the social web. Typically, as brands receive more check-ins, we see social influence drive towards the mean (1.6 – 1.8). Since Marriott has significantly more check-ins, it is unusual that its customers’ social influence is higher than Hyatt. This certainly speaks to the influence that Marriott’s customers have, and is another feather in their cap.
Check-Ins by Day
PlacePunch also analyzes check-in traffic, enabling brands to understand when customers check-in.
Hyatt locations see growing check-in traffic during the week, culminating with its peak check-in day on Saturday. Marriott, on the other hand, sees strong check-in traffic throughout the week, with no significant spikes on the weekend. In fact, Wednesday is Marriott’s second-most popular check-in day.
Does Marriott receive more check-ins during the week because it focuses on more business travelers than Hyatt? I
Closing Thoughts
With just around 50 more locations than Hyatt, Marriott has approximately 3x as many check-ins as Hyatt. It appears that one cause for this is Marriott’s strong check-in traffic during the week, enabling it to create a consistent flow of check-in traffic during the week, instead of relying on weekend hotel stays.
Should Hyatt focus more on business travelers during the week? What else could Marriott do to extend its check-in lead?
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This article was written for Business 2 Community by Connor Brooke.
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This is an interesting review of check-in data. I wonder though if there is a cost to Marriott to handle the higher number of check-ins. Saying it another way, is Marriott or Hyatt more profitable overall?
My perception is that Hyatt costs more for a room. So you don’t need so many people past the front desk (or eating in the restaurant) to turn a healthy profit. I wonder which wins in this regard?!
This doesn’t seem like a fair or accurate comparison. You’re comparing Hyatt, a small company compared to Marriott. Hyatt has a total of about 445 properties under 9 different brands that are managed or franchised. Marriott has about 3,150 properties under 19 different brands that are managed or franchised. Obviously Marriott has a bigger brand recognition than Hyatt.