Hilton, Marriott, Four Seasons Are Most 'relevant' Hotel Brands
BOSTON, Feb. 15, 2013 /PRNewswire/ -- How do you choose a hotel? By the quality of service? The view? What your friends might think? How about the water pressure in the shower? Don't laugh.
Brodeur Partners looked into the heart of what really matters when it comes to online conversation about hotel choice and has come up with intriguing answers. "We wanted to go beyond speculation and opinion, and really see what drives online behavior – in this case, conversation – around different hotel brands," said Brodeur Partners CEO Andy Coville.
The study reveals that Hilton, Marriott, and Four Seasons (in that order) have the highest Conversational Relevance™ in online discussions among leisure and business travelers. The conclusion is based on an analysis by Brodeur Partners and MavenMagnet of what is " relevant" in online brand conversation.The Conversational Relevance™ scale is a measure of how much people are talking about a brand and how impactful and positive that conversation is. Brodeur and MavenMagnet parsed more than 18,000 online conversations between May 2012 and October 2012 across social networks, profiles, forums, news websites and blogs. "We looked not only at practical considerations but at how the brands resonated with hotel guests' senses, values and social needs, which are the other dimensions of Brodeur's relevance model," said Jerry Johnson, Brodeur executive vice president of strategic planning. "When a brand is engaging all four dimensions, it inspires strong feelings and an abiding loyalty in those who experience it."
"Using our proprietary technology, we tap into the collective intellect of engaged consumers—in this case, consumers sharing their experience about travel and hotels," said Aditya Ghuwalewala, MavenMagnet founder. "Our zero interference approach eliminates the risk of respondent conditioning thereby delivering actual insights focusing on what's relevant in the space."
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