Travel brands' share of voice in the "Hotels" segment in terms of EMV

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Share of voice represents a brand’s presence and visibility in the market compared to its competitors, assessed across multiple channels. This metric is useful for measuring the level of recognition and awareness a brand has. It is important to note that share of voice refers to the percentage of participation in conversations and discussions in the market, and is not related to the percentage of sales. In other words, it is a figurative way of assessing a brand’s position in terms of its share of interactions and discussions rather than its share of business transactions.

In this ranking, the top 3 is dominated by AIRBNB, LE MEURICE and PLAZA ATHENEE.

Airbnb: 16.4%
Le Meurice: 10.6%
Athénée Square: 9.2%
Four Seasons: 6.4%
Booking.com: 4.5%
Club Med: 3.8%
Fairmont Hotels: 3.6%
Sofitel: 3.2%
W Hotels: 3.6%
The Bristol: 2.5%
Tourism brands are getting better ratings on social media in Spain
The tourism sector has been one of the sectors that has most explored the benefits of influencer marketing, leading many brands to achieve success on social media. Transportation, accommodation, and experience companies in general have managed to find in the variety of influencers in the niche the opportunity to generate high-impact and engagement campaigns around incredible travel experiences with ideas for access to entertainment for different online customer profiles.

You might be interested in: Top 10 Spanish travel influencers on Instagram 2023

According to a study of Top Love Brands in the Travel sector in Spain carried out by IAB Spain and the consultancy firm Alkemy at the end of 2022, some brands are ahead on social media and have positioned themselves with a more positive image among their followers.

To create this list, they analyzed 1.5 million comments expressed by users over a year on five of the main social networks: Facebook, TikTok, Instagram, Twitter and Linkedin. The results showed that the brands with the best sentiment among users were Bahía Príncipe (43.75%), MSC Cruises (41.99%) and Barceló Hotels (31.71%).

The results of the brands with positive feelings on social media were:

Barceló Hotels (58.61%) Facebook
Teide Volcano (38.19%) Twitter
Balearia (85.58%) Linkedin
AC Hotels (41.71%) Instagram
Paradores (45.21%) TikTok
In the case of Spaniards, factors such as sustainability and experience are the main elements when reflecting positive feelings on social networks about a brand. On the other hand, negative comments are generated more frequently by situations related to the quality of the service .

About Kolsquare
Kolsquare is Europe's leading influencer marketing platform, offering a data chief of vp and training email database -driven tool that enables brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.

Kolsquare’s advanced technology helps marketers seamlessly identify top content creators by filtering their content and audience, while allowing them to build, manage, and optimize campaigns from start to finish. This includes measuring results and comparing performance to competitors.

With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of clients – including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush and Hermès – by leveraging the latest Big Data, AI and Machine Learning technologies. Our platform leverages a vast network of influencers with over 5,000 followers in 180 countries across Instagram, TikTok, X (Twitter), Facebook, YouTube and Snapchat.

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Since October 2024, Kolsquare is part of the Team.Blue group, one of the largest private technology companies in Europe and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together more than 60 successful brands in web hosting, domains, e-commerce, online fulfillment, lead generation, app solutions and social