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Hotels That Get Nasty Tweets

Over a six-month period, 17 percent of all tweets sent to Hilton Hotels were negative.

| BY Kent McDill

Social media has its negative aspects, as anyone with a teenage child they can’t pull away from it knows.

But social media can also prove beneficial. In fact, there is one social media site that has developed a following simply because of its usefulness in the world of consumer goods and services.

If you want to complain about something, complain on Twitter.

That’s what people do, and that’s what hotel guests do, almost as much as airline customers do.

Crimson Hexagon is an enterprise big data company providing social media analytics to leading brands and agencies. It analyzed Twitter posts for the top hotel chains in the country for almost six months, and determined that Hilton Hotels had a 17 percent negative rating, the highest of all hotel chains, with complaints ranging from the company’s decision to charge for Wi-Fi, to poor customer service, to billing problems.

While Hilton leads the pack in complaints, the other major chains were close behind. Remarkably, DoubleTree, Crowne Plaza, Marriott, Sheraton and Westin all had 14 percent negative complaints on Twitter.

Going at it from the opposite direction, Radisson received positive remarks in 62 percent of Twitter posts sent its way. Best Western had 57 percent positive remarks, while Marriott came in third with marks 45 percent positive tweets. Radisson, by the way, had the lowest number of negative tweets, at only 4 percent.

So what does Radisson have going for it?

“In the hotel industry, customer loyalty is paramount,’’ said Crimson Hexagon senior vice president of global sales and marketing John Donnelly. “Social media gives hotel brands the opportunity to deepen engagement with their customers, build an emotional connection and amplify loyalty initiatives to new platforms.”

Radisson uses Twitter to promote its free room contests, requiring interested consumers to tweet back to enter. That’s a positive tweet right there.

DoubleTree, for instance, gets lots of positive tweets because it gives guests a free cookie upon check-in. There might be problems with your stay at Doubletree, but you got a cookie, and you tweeted your thanks.

For comparison, Crimson Hexagon also determined the negative Tweet rates for airlines, and determined that American, Delta and United all had negative ratings over 50 percent of the time. Southwest Airlines was the most positive airline, and it had 38 percent of its Tweets come back negative.

About the Author

Kent McDill


Kent McDill is a staff writer for Millionaire Corner. McDill spent 30 years as a sports writer, working for United Press International and the Daily Herald of Arlington Heights, Ill. From 1988-1999, he covered the Chicago Bulls for the Daily Herald, traveling with them every day through the nine-month season. He also covered the Bulls for UPI from 1985-88, and currently covers the team for www.nba.com. He has written two books on the Bulls, including the new title “100 Things Bulls Fans Should Know And Do Before They Die’, published by Triumph Books. In August 2013, his new book “100 Things Bears Fans Should Know And Do Before They Die” gets published.

In 2008, he resigned from the Herald and became a freelance writer. The Herald hired him to write business features and speeches for the Daily Herald Business Conferences and Awards presentations.

McDill also writes a monthly parenting column for the Herald’s Suburban Parent magazine.

McDill is the father of four children, and an active fan of soccer, Jimmy  Buffett and all things Disney.