Ritz-Carlton vs. Shangri-la on Facebook

By Owais Hikmat

The Ritz-Carlton makes content highlighting many exotic destinations all over the world. From undersea adventures to 8 floors high at the spa at Ritz-Carlton in Jakarta, Indonesia. They often stress how they can make your dreams come true. Shangri-la makes creative content by turning your attention to their exotic hotel destinations all over the world from Dubai to Shanghai to Mauritius. They use stunning imagery and rhetorically ask, “Image yourself here”. Both brand do a great job of using the 50/50 rule.

The keyword sentences used by Ritz-Carlton include “experience, #RCMemories, dreams come true,  #Oman and  #Maldives and so on.

Shangri-la’s most successful recent post was about their location in Paris “Just enjoying a mid-afternoon oggle. - at Shangri-La Hotel, Paris”. The post had 474 likes and loves, 24 shares and 5 comments.

 

Shangri-la Paris Facebook Screenshot

  

The Ritz-Carlton’s most successful recent post was about Brooklyn’s Botanical garden generating more than 519 likes, 17 loves, 15 shares and 1 comment.

Blossoming Botanical Garden Cherry Tree

I believe that these two posts were successful because they touched many hearts the first one being about Shangri-la in Paris. Many people long to visit Paris and are reminded of the “City of Love”. The second post highlighted the blossoming of Brookyln’s cherry trees with a beautiful picture of a flower reminding everyone about spring. 

Content marketing idea for Novotel.

Today I will share an idea of content marketing for Novotel brand, because they need more success in that area.

Idea: Using Youtube as a main tool, my idea is to film a video about Christmas in different places where their hotels are located. Show different cultures and make sure people are aware, that spending Christmas in a hotel may be as fun (may be even more) as spend it in home country.

Audience: Main target market would be families, because Christmas is a family holiday.  Especially, families who value traveling and would love to explore something new. However, it may be considered as motivation for traditional families, who used to celebrate Christmas at home.

Goals:

·      Earn more than 20% (around 155) of new followers.

·      Get around 500 of views

·      340 likes

·      around 100 comments

Time of launching: It should come out 2 months before Christmas, so people would see it and have time to decide and plan their trip.

Social Strategy: It should be promoted on every social platform Novotel has accounts on. So, it would be every week Instagram posts about a new campaign. Twitter would retweet different reviews about Christmas at Novotel. Also, we will ask people to share their experience about different holidays in Novotel.

How it will work: People would see the video that can show them the perfect holiday in Novotel. We also can use some kind of deals for the Christmas period for families.

Marriott vs Novotel on Youtube

There is no secret that YouTube is one of the most popular social media websites and it is important for the big and small companies to stay active on it.

We are going to take a look at two Youtube accounts: Marriott and Novotel hotels.

Marriott has 8k followers, Novotel Hotels has a 761. As I can see both of the accounts are not really active, they have post one time per 2 month in average. 

Marriott posts promotional videos as well as different tutorials on easy booking; they also have some kind of cartoon about the holiday in their resort, which can be interesting to take a look at free time.

Novotel has different content: the observing videos of different resorts of Novotel, where you can see the room, lobby and different facilities. It is very useful for people who value comfort and feel more comfortable when they know where are they going and how it looks; they also have supporting videos for different incidents such as terror attack in Paris. It makes them look social involved.

Novotel does not have a lot of description of videos. It makes it hard to find on google if you don’t know the title.

However, Marriott leaves all the links for social media in description box and also uses keywords such as Marriott Resorts and Marriott Rewards.

The most successful video of Marriott is called ‪Marriott Rewards sends 50 to Super Bowl 50 #50to50. It has 2,387,805 of views, 578 likes, 2 dislikes, 73 comments. It had such a success because it was a partnership with SuperBowl.

The most successful video of Novotel has 335 views, 2 likes and 0 comments.

Marriott vs Novotel on Twitter

Today we are going to talk about another popular social media platform Twitter.

We are going to look at 2 accounts: Novotel and Marriott International.

Both of the profiles post their information 3-4 times per day. As you know, one of the important things is to follow 50/50 rules. Marriott and Novotel are successful at it; they keep their profiles interesting by providing information that may be interesting for followers, but not directly related to the brand name.

Novotel came up with their own hashtags #NovotelKnows  and #NewNovotel. It helps with categorizing information. Novotel Knows category is about tourism related information, not the hotel. New novotel is about the Novotel hotel chain.

Marriott uses #overheardinmarriott, which is basically information about the hotel and # itpaystobookdirect which is different ways of getting lowest rates in Marriott. Also, Marriott is using situational hashtags such as #Pieday and #WorldsMostEthicalCompanies, it helps to make socialization and not to frame themselves in usual hashtags.

Lets take a look at numbers:

Marriott has 408k followers.

Novotel has 1,827 followers.

Now,we will take a look at the most successful posts.

	Novotel	Marriott
Likes	2	33
Retweets	0	26
Responses	0	0

As we can see, Marriott is doing more successfully comparing to Novotel. However, I think, that the reason is people awareness about Marriott, not the content. Also, big influencer is target market. So, it may depends on different psychological and behavioural factors.

Hotel Comparison Sheraton Vs Four Seasons

Introduction

SEO is important for marketers because it is a long term solution for generating organic traffic without any form of paid advertisement. SEO allows a brand to generate more awareness and target their audience. The objective is to determine which of the two sites when compared has a stronger SEO.  The brands that we are comparing today are:


Comparison Done By: Rahul Ghosh

• Sheraton Toronto
• Four Seasons Toronto

Sheraton Toronto Homepage

Four Seasons Toronto

SEO Comparison Chart

SEO Considerations	Sheraton	Four Seasons
URL:	http://www.sheratontoronto.com/	http://www.fourseasons.com/toronto/
Keywords used on each site:	Ultimate Mascara, Lash Reforming, Volume Length Definition.	Undisputed Leader of Mascara, Lash Lengthening, Length Volume Definition.
Frequency of Keywords:	Moderate	Moderate
Locations of keywords:	Body, Header Meta Tags, Alt Tags	Body, Header, Meta Tags, Image Alt Tags
Keywords in URL:		Toronto, hotel
<title>	Downtown Toronto Hotels | Sheraton Centre Toronto Hotel	Luxury Hotels Toronto | Yorkville Hotel | Four Seasons Toronto
<meta name="description" content=“”/>	As one of the newly renovated downtown Toronto hotels, Sheraton Centre Toronto Hotel is connected to financial and entertainment districts via the PATH.	Visit Four Seasons Hotel Toronto, soaring 55 storeys in the heart of Yorkville, downtown Toronto's most glamourous shopping and restaurant quarter.
<meta name="keywords" content=""/>	downtown toronto hotels	luxury hotel toronto
Site upload speed:	Pingdom Speed: (71/100)	Pingdom Speed: (61/100)
Quality of written content:	Readability Score: (72/100)	Readability Score: (67/100)
Quality of Visual Content:	Very crisp images with clear call to action area to book reservations.	Very clear pictures and a perfectly positioned area for room booking. The CTA is very prominent.
Alt Text used:	Every image has alt text	Every image have alt text
Captions used:	Images do not have caption	Some images have caption
Quality of Layout:	My Own Grade (8.5/10)	My Own Grade: (7/10)
Call-to-action:	“Reserve Your Stay”	“Make A Reservation”
Anchor Text:	Rooms, Location, Hotel Features, Dining	Accomodations, Photos & Videos, Make a Reservation, Fitness & Facilities
Mobile Friendly:	100% responsive mobile friendly design	100% mobile friendly responsive design.
Content is “shareable”:	No	Content is not that sharable. Mostly uses a booking opt-in on the homepage.
Links to Social Media:	Links to social media present on the homepage as well as every other page.	Links to social media present In the footer section
SERP ranking results when using keywords from this table:	Average SERP Ranking: 3.4	Average SERP Ranking – 2.7

SEO Considerations

Sheraton

Four Seasons

 

URL:

http://www.sheratontoronto.com/

http://www.fourseasons.com/toronto/

Keywords used on each site:

Ultimate Mascara, Lash Reforming, Volume Length Definition.

Undisputed Leader of Mascara, Lash Lengthening, Length Volume Definition.

Frequency of Keywords:

Moderate

Moderate

Locations of keywords:

Body, Header Meta Tags, Alt Tags

Body, Header, Meta Tags, Image Alt Tags

Keywords in URL:

Toronto, hotel

<title>

Downtown Toronto Hotels | Sheraton Centre Toronto Hotel

Luxury Hotels Toronto | Yorkville Hotel | Four Seasons Toronto

<meta name="description" content=“”/>

As one of the newly renovated downtown Toronto hotels, Sheraton Centre Toronto Hotel is connected to financial and entertainment districts via the PATH.

Visit Four Seasons Hotel Toronto, soaring 55 storeys in the heart of Yorkville, downtown Toronto's most glamourous shopping and restaurant quarter.

<meta name="keywords" content=""/>

downtown toronto hotels

luxury hotel toronto

Site upload speed:

Pingdom Speed: (71/100)

Pingdom Speed: (61/100)

Quality of written content:

Readability Score: (72/100)

Readability Score: (67/100)

Quality of Visual Content:

Very crisp images with clear call to action area to book reservations.

Very clear pictures and a perfectly positioned area for room booking. The CTA is very prominent.

Alt Text used:

Every image has alt text

Every image have alt text

Captions used:

Images do not have caption

Some images have caption

Quality of Layout:

My Own Grade (8.5/10)

My Own Grade: (7/10)

Call-to-action:

“Reserve Your Stay”

“Make A Reservation”

Anchor Text:

Rooms, Location, Hotel Features, Dining

Accomodations, Photos & Videos, Make a Reservation, Fitness & Facilities

Mobile Friendly:

100% responsive mobile friendly design

100% mobile friendly responsive design.

Content is “shareable”:

No

Content is not that sharable. Mostly uses a booking opt-in on the homepage.

Links to Social Media:

Links to social media present on the homepage as well as every other page.

Links to social media present In the footer section

SERP ranking results when using keywords from this table:

Average SERP Ranking: 3.4

Average SERP Ranking – 2.7