The benchmark at a glance
- Hotels brands that posted
- 77Brands
- Followers per brand
- 466kAvg.Median 136k
- Engagements per brand
- 31.5kAvg.Median 1.83k
- Engagement rate per brand
- 0.24%Avg.Median 0.058%
Top 10 Hotels brands
Sort by any column. Q3 2026, across all platforms.
| Rank | Brand | ||||
|---|---|---|---|---|---|
| 01 |  Marriott BonvoyPosted on Facebook, Instagram, TikTok and YouTube | 7.95M | 275k | 130 | 0.11% |
| 02 |  HiltonPosted on Facebook, Instagram, TikTok and YouTube | 5.57M | 775k | 280 | 0.37% |
| 03 |  HyattPosted on Facebook, Instagram, TikTok and YouTube | 1.74M | 45.3k | 206 | 0.054% |
| 04 |  MELIÁ Hotels & ResortsPosted on Facebook | 1.51M | 643 | 15 | 0.003% |
| 05 |  Best Western Hotels & ResortsPosted on Facebook and Instagram | 1.22M | 4.88k | 61 | 0.052% |
| 06 |  BelmondPosted on Facebook, Instagram, X and YouTube | 1.16M | 240k | 93 | 0.36% |
| 07 |  IHG Hotels & ResortsPosted on Facebook and TikTok | 1.13M | 9.6k | 36 | 0.075% |
| 08 |  Shangri-LaPosted on Facebook | 1.12M | 348k | 51 | 0.61% |
| 09 |  Dusit InternationalPosted on Facebook and Instagram | 1.09M | 17.6k | 89 | 0.047% |
| 10 |  St. Regis Hotels & ResortsPosted on Facebook, Instagram and YouTube | 960k | 58k | 114 | 0.11% |
Standout posts across the benchmark
The Hotels posts with the most engagements in Q3 2026, on any platform.
Video on TikTok, Jul 17
hiltonYou + your soulmate + 500K Hilton Honors Points = dream romantic getaway. Tap the link in bio for a chance to win. 💕
109,800 engagements View post (opens in a new tab)
Video on TikTok, Jul 10hiltonBring your bestie along your dream vacation and you might get points to make it happen. 🏝 Tap our link in bio for a chance to win.
99,808 engagements View post (opens in a new tab)
Carousel on Instagram, Jul 10
marriottbonvoyClosing all tabs after owning the internet for the day. #ForFansEverywhere, erling tucks in with #MarriottBonvoy. In partnership with visa
91,333 engagements View post (opens in a new tab)
Platform breakdown
Averages per platform for Hotels brands in Q3 2026.
| Metric | TikTok | X | YouTube | ||
|---|---|---|---|---|---|
| Avg. engagement rate per post | 0.19% | 1.65% | 0.13% | 0.016% | 0.11% |
| Avg. posts per brand per week | 2.5 | 2.6 | 2.3 | 1.7 | 1.5 |
| Brands present on the platform | 25 | 8 | 53 | 5 | 25 |
Brands present on the platform: brands that posted at least once on the platform in Q3 2026 (July 1 – September 30, 2026).
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What worked on each platform
Where the Hotels engagements came from in Q3 2026, next to where brands posted.
| Platform | Engagements | Posts |
|---|---|---|
| TikTok | 38.7% | 8.4% |
| 30.5% | 24.7% | |
| 29.8% | 48.2% | |
| YouTube | 1% | 15.3% |
| X | 0% | 3.5% |
| Format | Engagements | Posts |
|---|---|---|
| Video | 60.5% | 59.6% |
| Carousel | 26% | 29.3% |
| Image | 13.4% | 7.4% |
| Link | 0.1% | 1.5% |
| Text | 0% | 2.2% |
Observations
Written by AI from this report's data.
Hotels’ engagement in Q3 2026 was concentrated on TikTok, which generated 38.7% of engagement from 8.4% of posts; Instagram also contributed 30.5% of engagement from 24.7% of posts. Video was the leading format overall, while Image earned a larger share of engagement than its share of posts.
- Facebook accounted for the largest share of posts at 48.2%, but generated 29.8% of engagement. TikTok showed the reverse pattern, with 8.4% of posts driving 38.7% of engagement.
- Video made up 59.6% of posts across platforms and generated 60.5% of engagement. Image was less common, at 7.4% of posts, but contributed 13.4% of engagement.
- On TikTok, all posts were Video, and the format’s average engagement rate was 1.648%. The platform’s top post was a Hilton Video with 109,800 engagements.
How we calculate this
Every figure in this report comes from public social media data, collected by Socialinsider.
- Period
- The full calendar quarter July 1 – September 30, 2026 (Q3 2026). The data is refreshed every quarter.
- Brands
- The leading global Hotels brands and their official accounts on Instagram, TikTok, Facebook, X and YouTube. A brand counts as present on a platform if it posted there at least once in the period.
- Engagements
- Likes, comments and shares or reposts on a post, plus saves where the platform reports them.
- Engagement rate
- A post's engagements divided by the profile's followers at the time of the post, times 100. Averages are the mean across posts. Posts with an engagement rate above 100% are excluded as data errors.
- Per-brand figures
- Averages and medians are computed across the brands that posted in the period. A brand's engagement rate needs at least 10 posts.
- Platform figures
- Platform figures are shown only when at least 5 brands posted on that platform.
- Breakdowns
- The platform and format charts show each slice's share of all the industry's posts and engagements. Formats are grouped across platforms: Reels and videos count as Video, carousels and albums as Carousel.
- Observations
- The observations are written by AI from this report's numbers.