Marketing Daily Contribution: Why Hotel Brands Are ‘No Shows’ On Customer Engagement

Of the leading “Experience Brands” featured in Group XP’s study quantifying the financial value of exceptional, 360º brand experience, one major industry is a surprising “no show” on GXP’s Top 30 list: hospitality.

The irony, of course, is that few brands literally own their customers’ total experience for extended periods of time as completely as hotels and resorts do. Yet no hotel brand has made GXP’s Experience Index’s Top 30 list since its initial report in 2016.

1 Pampers (-) 147.54 16 YouTube (NEW +15) 118.65
2 Facebook (+3) 139 17 Ecover (+2) 117.92
3 PayPal (-) 137.56 18 adidas (+8) 115.77
4 Disney (-2) 134.61 19 OMO (+3) 115.32
5 FedEx (+8) 127.8 20 Coca-Cola (NEW +17) 114.97
6 Google (+1) 126.36 21 Microsoft (NEW +14) 114.17
7 Apple (-1) 125.73 22 McDonald’s (NEW +10) 114
8 UPS (+1) 125.57 23 Colgate (-2) 113.76
9 IKEA (-1) 124.35 24 eBay (NEW +9) 113.7
10 DHL (-6) 124.06 25 IBM (-) 113.23
11 Visa (-1) 121.56 26 Tesla (-6) 113.05
12 Samsung (+5) 120.62 27 Ferrari (+3) 112.26
13 Huggies (-1) 120.55 28 Gillette (NEW +8) 111.39
14 Amazon (+2) 120.06 29 Mercedes Benz (-1) 111.21
15 Nike (-4) 120.06 30 BMW (-7) 110.42

So we followed the thread to e-context, the world’s largest general semantic text classification engine. E-context was asked to comprehensively scour the digital landscape for conversations on hospitality and the major hospitality brands. The most prominent results: “Rewards,” “Rates” and “Coupons,” a sure sign of commoditization.

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