Hyatt and Hilton Garden Inn Lead in Online Reputation Among US Hotel Brands

A recent ranking by SOCi, a tech company specializing in managing online presence for large brands, has identified Hyatt and Hilton Garden Inn as the top-performing hotel brands in terms of online reputation based on guest reviews. The analysis considered over 100 “reputation signals” across platforms like Google, Yelp, and Facebook, evaluating factors such as new review rates, average reviews per location, positive versus negative feedback, response times, and aggregate ratings.

Hyatt and Hilton Garden Inn received the leading scores of 69 out of 100, surpassing Marriott and InterContinental, which scored 68 each. The value segment, represented by Super 8, Econo Lodge, Motel 6, and Days Inn, struggled with an average score of 45.5, highlighting challenges in managing local reputation effectively. Super 8 ranked the lowest with a score of 39, partly due to its practice of ignoring negative online reviews. The study also revealed varied performance within the Wyndham group and generally positive scores for mid-scale chains like Holiday Inn Express, Radisson, and Comfort Inn & Suites.

The significance of online reputation in the hospitality industry is highlighted, as even a single negative review can impact travelers’ decisions. The study emphasizes the importance of bespoke local visibility management strategies for diverse hotel brands and recommends considering online reputation when making hotel reservations.