It has been about a month that I posted my last post, for which I apologise. I have no other excuse than I had to dedicate myself to some other priorities and as I was receiving queries when the next blog post would come up; I could not turn my back on my loyal followers.
Today’s post is somewhat different; although a month has past, the ranking was hardly newsworthy – with little change to show for.
What has changed though, is how Facebook has changed its format of the fanpages. If you are a regular follower, you remember that I indicated that some hotels / resorts would come in trouble when reaching their limit of 5.000 fans.
This has now become even clearer when looking up the links of the hotels in the Top 50 – Fcebook now separates in its search results Pages from People. Due to this change, for instance Hoteis Real dropped from a 9th to a 42nd position; contributing in large to reducing the total fan base of the Top 50, which in total saw 1.200 fans disappear. [MS: Please continue reading underneath the table!]
|Rank||Rank wk 4||Week 9||Facebook Fans 21/02/11||Klout Score|
|1||1||Vila Galé Hotels||24.966||5||vilagalehotels|
|2||2||Longevity Wellness Resort Monchique||16.582|
|4||5||Tivoli Hotels & Resorts||7.409||30||tivolihotels|
|5||4||Villa Termal Caldas de Monchique||7.103||5||VillaTermal|
|6||6||As Cascatas Golf Resort & Spa||6.553||32||ascascatas|
|7||7||Pedras da Rainha||6.318|
|8||10||Grande Real Santa Eulália Resort & Hotel Spa||5.083|
|9||8||Pedras d’ El Rei||5.041|
|10||11||Adriana Beach Club||5.001||resortalbufeira|
|11||14||Dom Pedro Hotels||4.777|
|12||12||CS Hotels, Golf & Resorts||4.582||17||cshotels|
|14||18||Porto Bay Hotels & resorts||4.017||42||Portobay|
|15||17||Real Marina Hotel & Spa||3.987|
|16||13||Monica Isabel Beach Club||3.956||10||monicaisabelres|
|17||20||Martinhal Beach Resort & Hotel||3.486||15||MartinhalResort|
|22||26||Pestana Hotels & Resorts||2.698|
|24||25||Encosta do Lago||2.552|
|25||28||Vila Vita Parc Resort & Spa||2.516||11||vilavitaparc|
|27||30||Balaia Golf Village||2.340||13||Balaia|
|28||16||Memmo Baleeiro Hotel||2.310||17||memmobaleeira|
|29||29||Monte Santo Resort||2.254||32||monte_santo|
|30||31||Cabanas Park resort||1.862||10||Cabanaspark|
|32||33||Vale do Lobo||1.527||5||Vale_do_Lobo|
|34||34||Suites Alba Resort & Spa||1.447||suites_alba|
|35||35||Hilton Vilamoura As Cascatas Golf Resort & Spa||1.283||HiltonVilamoura|
|36||38||Vila Valverde Design Hotel||1.231||10||vilavalverde|
|37||36||Real Bellavista Hotel & Spa||1.177|
|39||40||Le Méridien Penina Golf & Resort||1.119|
|43||44||Pine Cliffs Resort||910|
|44||45||Água Hotels Vale Da Lapa||884||ValedaLapa|
|46||46||Holiday Inn Algarve||797||25||HolidayInnAlg|
|47||47||Hotel Quinta do Lago||781|
|48||48||Monte da Quinta Resort||682||MQresort|
|49||49||Praia Verde Suite hotel||591||5||Praiaverde|
|50||50||Algarve Casino Hotel||536||Algarvecasino|
So what is different this week? Recently, I noted that quite some Algarve hotels were entering the twittersphere and I thought of re-assessing again if hotels are actively pursuing Facebook, Twitter or both in building their relationships.
In order to do so, I again used the Klout score to assess their engagement. You might remember that in week 52 I had done similar and at the time 7 hotels had a Klout score of higher than 10. Today however, there are 11.
Although the order changed a little, the 5 most engaging hotels in the Algarve on Facebook and Twitter – read the highest Klout score – remained the same with the exception that As Cascatas now newly entered; (1) Portobay Hotels from 44 to 42, (2) Hotel Faro from 22 to 37, (3) Monte Santo from 35 to 32, (4) As Cascatas from 0 to 32 (5) Tivoli Hotels from 31 to 30 and (6) Holiday Inn Algarve from 10 to 25; the latter and Hotel Faro having improved their engagement score considerably.
You might ask me now: “What does this mean in practical terms?” When turning to Google Analytics, As Cascatas Golf Resort & Spa “behaves” differently from our Monte Santo Resort for data from 1st of January.
|As Cascatas Golf Resort & Spa||Monte Santo Resort|
|Facebook referral traffic||#1||#2|
|Twitter referral traffic||#6||#14|
|New Visitors Facebook or Twitter||80%||42%|
|Bounce Rate Facebook or Twitter||Less than 30%||Up to 60%|
Before trying to analyse the above table, both resorts of course have a different “character”, not to say location and different product – although with the same management. I would argue that As Cascatas in Vilamoura is more internationally orientated than the Monte Santo Resort, whilst As Cascatas is one year longer active in the market than Monte Santo. On the other hand both resorts have the same Klout score, substantiating that the engagement of both resorts is equal, whilst post frequency on both Facebook and Twitter or languages used for the various streams to reach fans and followers are relatively similar.
Back to the previous table. As Cascatas shows for better online results, knowing it has far more Facebook Fans, whilst Monte Santo has more Twitter followers. When digging deeper through Twitteranalyzer, I found some interesting differences – unfortunately at times contradicting:
- Our mobile websites m.ascascatasvilamoura.com and m.montesantoalgarve.com do not show for improved stats due to these Social Media initiatives
- 83% of the As Cascatas followers were active on Twitter in the last 10 days versus 76% in Monte Santo.
- 59% of the geo-location of followers of Monte Santo pertain to relevant feeder markets, whilst 45% in As Cascatas – strange!
In conclusion, I am not certain how to take these numbers yet, but it seems clear that Facebook and Twitter are more relevant for As Cascatas, whilst Facebook more relevant than Twitter for either resort. What do you feel? As always – comments appreciated underneath!