How do hotels and resorts stack up on Facebook?

We looked at 2,121 hotels and resorts on Facebook, covering 114,634 posts.

Highlights:

• Scenery shots generate the most likes at 28.71 per 1,000 impressions — almost 5 times as much as link posts.
• People are more likely to comment or share on food photos (.99 comments per 1,000 impressions and 2.98 shares per 1,000 impressions).
• The destination, not the room amenities, drives interactions — less than 50% of engagement is on posts related to facilities.

Hotels post 32 times per month, broken out as:

• 1.9