Top-10 Travel Brands Mentioned by Influencers

Kolsquare Methodology

Based on the analysis of Kolsquare data, this study presents the performance of brands in the tourism industry (Hotels, Transport and Museums) worldwide. Based on the analysis of our exhaustive catalog of influencers, including more than 689,329 profiles that mentioned one of the 204 Travel brands (hotels, transport and museums) analyzed or used one of their brand hashtags at least once. The 8,742,357 posts analyzed between January 2022 and February 2023 were identified through mentions and brand hashtags on Instagram, YouTube, TikTok, Facebook and Twitter.

Top-10 Travel Brands in the Hospitality Segment Most Mentioned by Influencers

According to our ranking, the travel brands in the “Hotels” segment that dominate social networks (all platforms combined – Instagram, TikTok, Facebook, YouTube & Twitter) are:

1. Airbnb

At the top of our ranking, we find Airbnb, which accumulates 16,282 influencer mentions, the platform for renting accommodations between private individuals. Thanks to its diverse range of unique and authentic accommodations, Airbnb has won over influencers by offering them unforgettable travel experiences.

2. Four Seasons

With 8,828 mentions, Four Seasons Hotels’ reputation for excellence makes it a popular brand with influencers. With luxury properties in prestigious destinations around the world, Four Seasons offers upscale services and exceptional travel experiences.

3. Relais & Châteaux

Renowned for its commitment to gastronomic excellence and luxury, the Relais & Châteaux brand has captured the hearts of influencers (7,631 mentions). Its charming hotels, Michelin-starred restaurants and renowned spas make it a benchmark for travelers in search of unique experiences.

4. Club Med

A true pioneer of all-inclusive holidays, Club Med has reinvented itself to attract a new generation of travelers. Thanks to its vacation villages in dream destinations, Club Med offers influencers experiences of relaxation, adventure and discovery, all accompanied by quality service. The brand accumulates 6,199 mentions on social networks.

5. Plaza Athénée

Famous for its privileged location on Avenue Montaigne in Paris, the Plaza Athénée Hotel has become a benchmark for luxury and refinement. Influencers are seduced by its timeless elegance, impeccable service and breathtaking views of the Eiffel Tower (4,934 mentions).

6. Booking.com

As one of the leading online booking platforms, Booking.com is a must-have brand for influencers with 4,352 mentions. Its vast choice of accommodations, ease of use and attractive offers make it a preferred partner for travelers worldwide.

7. W Hôtels

With its modern style and avant-garde designs, W Hotels has succeeded in seducing influencers looking for a unique and trendy travel experience. The brand’s hotels were highlighted for their lively atmosphere, innovative design and quality facilities (4,040 mentions).

8. Le Royal Monceau

Located in Paris, Le Royal Monceau is a luxury hotel renowned for its refinement and impeccable service. Influencers mentioned the brand 3,800 times and shared their experiences of this prestigious establishment, highlighting its timeless elegance, sumptuous rooms and gourmet restaurants.

9. 25hours Hôtels

With its unique concept of creatively designed boutique hotels, 25hours Hotels captured the attention of influencers looking for original experiences (3,716 mentions). These hotels, located in different European cities, were highlighted for their playful atmosphere, inspiring decor and central location.

10. Le Meurice

Another jewel of the Paris hotel scene, Le Meurice won over influencers with its timeless charm and historic heritage (3,585 mentions). Influencers praised the five-star establishment’s elegance, attentive service, and its ideal location being close to the French capital’s main attractions.

The Share of Voice of Travel Brands in the "Hotels" Segment in Terms of EMV

Share of voice can be defined as a brand’s share or presence in the market relative to your competitors on different channels. It serves as a metric to determine how well-known and visible a brand is, figuratively what is its market share. The share of voice doesn’t refer to the percentage of sales but to the percentage of discussion.

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

1. Airbnb: 16.4%
2. Le Meurice: 10.6%
3. Plaza Athénée: 9.2%
4. Four Seasons: 6.4%
5. Booking.com: 4.5%
6. Club Med: 3.8%
7. Fairmont Hôtels: 3.6%
8. Sofitel: 3.2%
9. W Hôtels :3.6%
10. Le Bristol: 2.5%

Key Figures From the Report

• 70% of content published by KOLs in the luxury “apparel” sector is in video format.
• On Instagram, 64% of published content is posts, 4% Stories and 32% Reels.
• The sector’s average engagement rate is 1.5%.
• The top-3 brands that generate the most engagement on Instagram are: Airbnb, Plaza athénée and Le Meurice.