In today’s digital age, social media has become an indispensable tool for businesses across various industries, including the hospitality sector. Understanding the online presence of hotel chains is crucial for assessing their market reach, customer engagement, and brand visibility. In this article, we delve into a comprehensive study analyzing the social media presence of prominent hotel chains based on hashtag usage.


The study examined the usage of specific hashtags associated with major hotel chains on social media platform Instagram. A dataset comprising the hotel chain, corresponding hashtag, and the count of hashtag usage was collected and analyzed.

Key Findings

  1. Hilton (#hilton): Topping the charts with a staggering count of 2,818,590, Hilton emerges as a dominant force in social media presence among hotel chains. Its extensive reach underscores its robust digital marketing strategies and strong brand recognition.

  2. Four Seasons (#fourseasons): Following closely behind, Four Seasons secures the second position with 1,923,538 hashtag mentions. Renowned for its luxury hospitality, Four Seasons maintains a significant online presence, reflecting its affluent clientele and premium offerings.

  3. Marriott (#marriott): Marriott, a global hospitality giant, ranks third with 1,585,063 hashtag mentions. With a diverse portfolio of brands catering to various segments of the market, Marriott’s social media presence reflects its broad appeal and extensive customer base.

  4. Hyatt (#hyatt): Hyatt secures the fourth position with 993,583 hashtag mentions. Known for its upscale properties and personalized service, Hyatt maintains a strong online presence, engaging with travelers worldwide.

  5. Holiday Inn (#holidayinn): Holiday Inn garners 522,709 hashtag mentions, highlighting its popularity among budget-conscious travelers seeking quality accommodations. Its widespread presence across social media platforms reflects its accessibility and affordability.

  6. Accor Hotels (#accorhotels): With 392,407 hashtag mentions, Accor Hotels establishes a notable online presence. As a leading hospitality group with a diverse portfolio of brands, including Novotel, Ibis, and Sofitel, Accor Hotels caters to a wide range of travelers, contributing to its social media visibility.

Hotel Chain Hashtag Count
Hilton #hilton 2,818,590
Four Seasons #fourseasons 1,923,538
Marriott #marriott 1,585,063
Hyatt #hyatt 993,583
Holiday Inn #holidayinn 522,709
Accor Hotels #accorhotels 392,407
Wyndham #wyndham 239,976
Best Western #bestwestern 236,102
Holiday Inn Express #holidayinnexpress 152,720
Swissotel #swissotel 125,104
Hilton Garden Inn #hiltongardeninn 113,872
Radisson Hotels #radissonhotels 108,113
Courtyard Marriott #courtyardmarriott 70,539
Hampton Inn #hamptoninn 68,393
Choice Hotels #choicehotels 34,121


The findings of this study offer valuable insights into the digital marketing strategies and brand positioning of major hotel chains. A strong social media presence not only enhances brand visibility but also serves as a platform for customer engagement and feedback. Hotel chains can leverage these insights to optimize their social media campaigns, target specific demographics, and enhance customer experiences.


In an increasingly competitive hospitality industry, maintaining a robust social media presence is essential for hotel chains to stay relevant and competitive. By understanding the dynamics of social media engagement and harnessing the power of hashtags, hotel brands can effectively connect with travelers, drive brand loyalty, and ultimately, enhance their bottom line.

As social media continues to evolve, hotel chains must adapt their digital marketing strategies accordingly, leveraging innovative approaches to engage with today’s tech-savvy travelers and stay ahead in the digital landscape.