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Asian Social Media Preferences in a Study by Accor
Accor has published its report The 2014 Accorhotels Social Media Monitor, in which it threw light upon habits of Asian hotel guests. According to the study, 4 out of 5 travellers usually follow brands on different social networks. Among Asian respondents, Chinese and Vietnamese are more prone to making that, while travellers from such countries as Japan, New Zealand and Australia follow brands on social media least often. If analysed by gender and age, female respondents and young people follow brands more often.
Hoteliers should pay attention to Chinese and Indonesian travellers aged 25-44 – this category of respondents showed the biggest percentage of following hotel brands in Asia Pacific. They prefer hotels to airlines and other travel agents. Travellers from Philippines and Malaysia prefer to use social media in advance to get information, Indonesian respondents show great affinity with brands, and travellers from Hong Kong enjoy VIP treatment. In general, female travellers use social networks to search for information and best deals, while men show more loyalty to brand and prefer VIP privileges to special deals.
Two out of five respondents use social networks to search for information before they make a booking. Here Filipinos, Thais, and Vietnamese are biggest users, while respondents from New Zealand and Australia use social networks the least. In general, respondents agree they have used social networks more recently, especially younger users. Almost one-third of respondents also added they follow hotel brands even when in-house. The leading nations here are Thais, Vietnamese and Indonesians.
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