In the Global Hotel Landscape

Short on time? Download the original PDF HERE and review it at your convenience!

‍

Table of Contents

‍

1. Executive Summary: Marriott Leads Conversation and Social Engagements

2. The Pillars of Buzz: Marriott International's Branding and Event Initiatives

3. Hyatt Hotels’ Mention and Engagement Spikes: Fuelled by Acquisition and Amenities

4. The Engines of Engagement: Pan Pacific Hotels Group's Sustainability, F&B, and Facilities

5. Who's Who: The Hotels’ Top Three Personalities

6. Unpacking the Sentiments: Location as the Key to Hotel Consideration

‍

1. Executive Summary: Marriott Leads Conversation and Social Engagements

Hotels are one of the core sectors of the hospitality industry responsible for economic growth, supporting local economies, and creating job opportunities across different skill levels. Moreover, it is vital for travel and tourism, as it provides necessary accommodation and comfort. To gain further insights, Truescope explored the social media conversations and online news surrounding the hotel industry from 18 Dec 2024-18 Mar 2025. The study highlighted prominent global hospitality companies such as the Hyatt Hotels Corporation, Marriott International, and Pan Pacific Hotels Group.

Among the notable companies, Marriott International led the conversation with 55.5% in the SOV. Meanwhile, Hyatt Hotels Corporation occupied 25.6% of the SOV, while Pan Pacific Hotels Group took up 19.0%. It was revealed that online news channels (75.2%) served as the main platform where discourse took place. Moreover, The Ritz-Carlton Fukuoka gained the most Social Engagement (79, 996 Social Engagements), after Indonesian actress and model Luna Maya featured it in an Instagram post.

Although most of the mentions gained neutral sentiments, propelled by social media mentions, it can be noted that corporate announcements, amenities, and the food and beverage (F&B) department predominantly fuelled the favourable mentions. Meanwhile, a health and safety incident, and proximity to public transportation highlighted hesitations towards the hotels.

‍

2. The Pillars of Buzz: Marriott International's Branding and Event Initiatives

Marriott International received 2,813 Total Mentions and 293,974 Social Engagements. The company saw a surge of Volume on 16 Jan 2025, 5 Feb 2025, and 7 Feb 2025. Concurrently, Social Engagements saw a spike on 19 Dec 2024, 4 Jan 2025, and 5 Feb 2025.

‍

3. Hyatt Hotels' Mention and Engagement Spikes: Fuelled by Acquisition

Hyatt Hotels Corporation gained 1,297 Mentions and 102,208 Social Engagements. The multinational hospitality company amassed the highest number of Mentions on 10 Feb 2025, 11 Feb 2025, and 27 Feb 2025. Meanwhile, Social Engagements saw a spike on 15 Feb 2025, 5 Mar 2025, and 12 Mar 2025.

‍

4. The Engines of Engagement: Pan Pacific Hotels Group's Sustainability, F&B, and Facilities

Pan Pacific Hotels group garnered 936 Mentions and 42,130 Social Engagements. The global hospitality company received the most number of Mentions on 19 Dec 2024 and 31 Jan 2025. On the other hand, it reached peak Social Engagement on 19 Dec 2024 and 30 Jan 2025.

‍

5. Who’s Who: Top Mentioned Personalities Across the Hotels

‍

6. Unpacking the Sentiments

Social media conversations around the monitored hotel brands were largely neutral, but key operational aspects shaped shifts in sentiment.

Corporate Branding: Positive sentiment was driven by leadership news, such as Marriott International’s strengthened industry profile through Rajeev Menon’s reappointment to the Singapore Tourism Board.

Amenities: Premium features, like the twin suite at Grand Hyatt Kunming and Pan Pacific’s PARKROYAL COLLECTION Pickering’s green architecture, attracted positive attention, although varied guest expectations occasionally led to mixed discussions.

Food and Beverage Offerings: Signature outlets and innovative dishes, such as Pan Pacific’s PARKROYAL COLLECTION Marina Bay’s Peach Blossoms restaurant and Grand Hyatt’s Hainanese Chicken Rice Cake,generated strong engagement. Reactions ranged from praise for creativity to concern over pricing.

Location: Convenience remained a key deciding factor, with proximity to transport hubs influencing guest preferences and driving mixed or negative mentions.

Operational Incidents: Negative sentiment was minimal but impactful, primarily stemming from safety issues, such as the carbon monoxide leak at Residence Inn Atlanta.

Summary: Positive sentiment was anchored by corporate visibility, amenities, and F&B experiences. Meanwhile, guest discussions on location and isolated safety concerns highlighted areas of focus to sustain and strengthen brand reputation.

Although most of the mentions gained neutral sentiments, propelled by social media mentions, the hotels still gained significant mixed, negative, and positive feedback.

Marriott International’s favourable mentions were predominantly driven by corporate announcements, particularly news of Rajeev Menon, President for Marriott International Inc, Asia Pacific excluding China, being reappointed as a board member of the Singapore Tourism Board. Mixed mentions were ushered in by location enquiries as a tourist asked about local Singapore scenes nearby the hotel. On the other hand, negative mentions were brought about by a carbon monoxide leak incident at Residence Inn Atlanta

Hyatt Hotels Corporation’s positive mentions can be attributed to its amenities as Singaporean content creator Aiken Chua featured the twin suite in Grand Hyatt Kunming in China. Mixed mentions were due to the F&B department of the hotel, driven by a post about Grand Hyatt’s Hainanese Chicken Rice Cake. Some called the dish innovative, while others perceived the price as too expensive. Meanwhile, negative mentions were due to location, as a forum post asked whether they should stay at the Hyatt House Mont Kiara or the Alila Bangsar hotel in Kuala Lumpur. Many highlighted Alila Bangsar’s proximity to the train station which made travel more convenient.

Pan Pacific Hotels Group’s positive sentiments were largely due to the F&B department, after Singaporean designer Eshton Chua featured the Peach Blossoms restaurant at the  PARKROYAL COLLECTION Marina Bay. On the other hand, mixed mentions were driven by amenities and location as netizens suggested PARKROYAL COLLECTION Pickering to tourists, due to its green theme and proximity to Chinatown.