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US Market Intelligence

Hotel, resort & hospitality
on the video-first internet

What 9,975 videos and 1.31 billion views reveal about how travelers, creators, and brands are talking about American hospitality, and the demand signals text-only listening cannot see.

Powered by Oriane multimodal video AI.
Window  June 9 – July 2, 2026Videos  9,975Platforms  TikTok & InstagramSignal  Audio + Caption + On-screen
9,975
Videos
1.31B
Total Views
6.84%
Avg Engagement
6,832
Creators
99.6%
Earned Media
81.9M
Shadow Views
01 — Executive Summary

A better way to read the market

Three weeks of the US hospitality conversation, ranked by reach.

American hospitality is one of the loudest earned conversations on social video, and it is almost entirely unpaid. 9,975 videos, 1.31 billion views, a 6.84% engagement rate, and 99.6% created by people the brands never hired. Two forces shape the window. The FIFA World Cup is pulling travel demand into US host cities. And an affordability conversation is running neck and neck with luxury. Marriott leads brand share, but Disney and Airbnb win the room on engagement. Underneath it all, 508 videos name a hotel brand out loud with nothing written, 82 million views that text-based listening never sees.

Oriane multimodal analysis · spoken-audio + caption + mentions · TikTok & Instagram
Shadow Reach

The 82M-view blind spot

508 videos say a hotel brand aloud with no matching caption or hashtag, 81.9M views invisible to Meltwater, Brandwatch, and Dig.ai.

Demand Engine

The World Cup is the story

The 2026 FIFA World Cup, co-hosted across US cities this window, drove 661 videos and 115.5M views. #worldcup was a top-3 hashtag overall.

Positioning

Affordability rivals luxury

Budget and deals content reached 1,084 videos against 1,006 for luxury, and out-engaged it (6.10% vs 5.34%).

In the frame this window · tap to watch
@joshliljWatch ↗
@joshlilj13.3M views · 9.2% ER
@cboothangWatch ↗
@cboothang8.4M views · 14.4% ERWorld Cup
@themouseletsWatch ↗
@themouselets774K views · 9.5% ERSaid, not written · Disney
@itskellmartinWatch ↗
@itskellmartin2.1M views · 26.5% ER
@n3onnnWatch ↗
@n3onnn11.3M views · 10.1% ER
@aji_anjeWatch ↗
@aji_anje321K views · 18.4% ER
Weekly volume, views & engagement 4 weeks
Jun 9–15
344.3M · 6.17%
Jun 16–22
559.5M · 6.08%
Jun 23–29
300.3M · 7.35%
Jun 30–Jul 2
106.0M · 7.62%

Volume peaks mid-June then tapers, while engagement climbs the other way (6.17% to 7.62%) as the World Cup narrows the field to higher-intent travel content. Publish dates confirm the export skews to the most recent, highest-reach weeks rather than the full quarter named in the file.

Oriane Shadow Reach. 508 videos (81.9M views) mention a hotel brand only in spoken audio, never in caption, hashtag, or @mention. Disney resorts alone account for 29.7M of those hidden views. This is the layer legacy social listening structurally cannot measure.
02 — Market & Demand

What America is booking

The cultural moment driving demand, the topics creators make, and where value beats luxury.

115.5M
Views · 661 videos · 6.22% ER

The World Cup is a hospitality demand engine

The 2026 FIFA World Cup runs across US host cities inside this window, and it shows up everywhere in the hotel conversation: #worldcup (239 uses), #fifaworldcup (100), #worldcup2026 (72), plus #usa and #soccer in the top tags. Travelers documenting host-city stays are creating hotel content at scale. Host-city properties have a live, time-boxed window to be in the frame.

World Cup travel content · tap to watch
@cboothangWatch ↗
@cboothang8.4M views · 14.4% ERWorld Cup
@santea_Watch ↗
@santea_4.4M views · 18.6% ERWorld Cup
@hispanixsWatch ↗
@hispanixs4.3M views · 18.9% ERWorld Cup
@joeham.1Watch ↗
@joeham.12.9M views · 8.4% ERWorld Cup
Topic volume videos
Resort
1,889
Budget / deals
1,084
Luxury / 5-star
1,006
Pool
901
Family / kids
716
Spa / wellness
418
Disney / theme park
373
Points / rewards
328
Las Vegas
291
All-inclusive
265
Topic engagement ER %
Resort
6.75%
Room / hotel tour
6.75%
Disney / theme park
6.7%
Honeymoon / couples
6.42%
Cruise
6.34%
Budget / deals
6.1%
Family / kids
5.97%
Pool
5.9%
Spa / wellness
5.48%
All-inclusive
5.38%
Value vs aspiration Oriane read
1,084
Budget & deals videos
105.5M views · 6.1% ER
1,006
Luxury & 5-star videos
99.9M views · 5.34% ER

Deals content is the co-headliner with luxury, and it engages harder. Resort (1,889 videos) is the umbrella; family travel (716 videos, 118M views) and loyalty points (328 videos, 86M views) are the high-reach sub-conversations worth owning.

03 — Brand Landscape

Who owns the conversation

Share of voice, engagement quality, and the hidden spoken layer, brand by brand.

Share of conversation videos detected
Marriott (Bonvoy)
215 · 5.24%
Disney resorts
178 · 6.96%
Airbnb
170 · 6.61%
Hilton
114 · 5.79%
Wynn / Vegas
102 · 4.79%
Hyatt
78 · 4.23%
IHG / InterContinental
65 · 5.89%
Four Seasons
64 · 5.68%
Accor
57 · 5.0%

Marriott leads on raw presence, but engagement tells a different story: Disney resorts (6.96%) and Airbnb (6.61%) beat every traditional chain, while Hyatt (4.23%) and Wynn (4.79%) trail. Volume and resonance are not the same win.

Shadow reach by brand spoken only
Disney resorts
29.7M
Marriott (Bonvoy)
12.9M
Airbnb
12.5M
Wynn / Vegas
7.3M
IHG / InterContinental
6.3M
Hilton
5.5M
Four Seasons
5.0M
Accor
3.3M

Views where the brand is said aloud but never written. Invisible to text tools.

Views per mention efficiency
Hilton
440K/vid
Marriott (Bonvoy)
347K/vid
Wyndham
279K/vid
Disney resorts
228K/vid
Accor
162K/vid
Airbnb
136K/vid
Four Seasons
112K/vid
IHG / InterContinental
108K/vid

Hilton converts fewer mentions into more reach than Marriott, ~440K views per video vs 347K.

Said out loud, never written · the shadow layer, tap to watch
@themouseletsWatch ↗
@themouselets774K views · 9.5% ERSaid, not written · Disney
@cbslaWatch ↗
@cbsla1.4M views · 8.7% ERSaid, not written · Marriott
@polygondotcomWatch ↗
@polygondotcom1.5M views · 6.3% ERSaid, not written · Airbnb
@taliaafawazWatch ↗
@taliaafawaz612K views · 7.8% ERSaid, not written · Four Seasons
04 — Creator Intelligence

The people carrying the brand

6,832 creators produced this conversation. Here is who moves it and who to partner with.

Creator tiers by videos
Macro (1M+)
1,679 · 7.31%
Mid (100K-1M)
4,820 · 6.74%
Micro (10-100K)
3,476 · 5.75%

Mid-tier (100K–1M) is the engine at 4,820 videos. Accounts under 5K are not indexed, so nano is effectively absent.

Verified vs the crowd engagement gap
7.28%
Non-verified ER
6,662 videos
4.93%
Verified ER
3,313 videos

The unverified crowd engages 48% harder than verified accounts. Authenticity, not a blue check, drives reaction.

Top creators by reach highest views
CreatorVidsViewsERTier
@mrsdowjones239.8M0.02%MACRO
@kristinjohnss117.9M0.05%MID
@joshlilj113.3M9.17%MACRO
@travelwithlivii1212.8M3.73%MID
@n3onnn111.3M10.11%MID
@matthewbeem19.8M0.38%MID
@christian.grossi129.2M8.74%MACRO
@emilyannwillcox29.1M0.05%MID
@therock29.0M6.77%MACRO
@cboothang18.4M14.41%MID

Reach is not resonance: several of the biggest-view videos post near-zero ER (mrsdowjones, kristinjohnss), one-off virals that grazed hospitality. joshlilj and n3onnn pair mass reach with 9%+ engagement, the profile worth chasing.

Reach + resonance · the profile to chase, tap to watch
@joshliljWatch ↗
@joshlilj13.3M views · 9.2% ER
@n3onnnWatch ↗
@n3onnn11.3M views · 10.1% ER
@christian.grossiWatch ↗
@christian.grossi7.8M views · 16.1% ER
@cboothangWatch ↗
@cboothang8.4M views · 14.4% ER
@travelwithliviiWatch ↗
@travelwithlivii5.8M views · 3.6% ER
Hidden gems, partnership shortlist Oriane discovery
CreatorVidsViewsER
@itskellmartin22.1M25.94%
@ashleytheebarroness2472K24.75%
@awilkyy6317K23.86%
@aji_anje2371K23.22%
@prettipara22.5M22.51%
@laurenkkim02418K22.42%
@iconistaedits3264K21.68%
@alex_falcone2411K21.64%
@artseysmart2274K19.38%
@akoko_val41.7M19.21%

Two-plus hospitality videos, 200K+ views, 19–26% engagement, almost all unverified mid and micro creators. @prettipara (46.5K followers, 22.5% ER) and @itskellmartin (25.9% ER) punch far above their follower weight.

Hidden gems · the seeding list, tap to watch
@itskellmartinWatch ↗
@itskellmartin2.1M views · 26.5% ER
@prettiparaWatch ↗
@prettipara1.7M views · 23.3% ER
@awilkyyWatch ↗
@awilkyy74K views · 26.1% ER
@ashleytheebarronessWatch ↗
@ashleytheebarroness445K views · 26.7% ER
@aji_anjeWatch ↗
@aji_anje321K views · 18.4% ER
@akoko_valWatch ↗
@akoko_val741K views · 20.0% ER
1,651 creators posted 2+ hospitality videos, 170 posted 5+. travelwithlivii and christian.grossi each made 12. Unpaid repeat advocates, the backbone of a low-cost ambassador program.
05 — Content & Format

What actually performs

Length, platform, paid vs organic, and the safety of the environment.

Duration & engagement ER by length
0-15s
9.71%
15-30s
5.42%
30-60s
5.33%
60-90s
6.29%
90s+
7.3%

A barbell: sub-15s hooks (9.71%) and 90s+ depth (7.30%) win. The 30–60s middle is the dead zone (5.33%). Go very short or go long, skip the mush.

Platform split reach vs reaction
7.71%
TikTok ER
7,111 vids · 119K/vid
161K
IG views / video
2,864 vids · 3.47% ER

TikTok is the engagement machine (7.71% ER); Instagram delivers more views per post (161K vs 119K) at a third of the engagement. Different jobs, different edits.

Organic vs sponsored authenticity premium
6.54%
Organic ER
9,821 videos
3.57%
Sponsored ER
154 videos

Only 1.5% of videos carry a paid tag, and they engage at nearly half the organic rate. The audience rewards content that does not feel bought.

Sentiment environment brand safety
92% positive

Of videos with clear sentiment, positive outweighs negative ~12 to 1 (5,782 vs 469). Positive content drew 742.1M views against 56.8M negative. A clean, low-risk environment for activation.

06 — Recommendations

Seven moves, each tied to the data

Decisions, not observations.

01

Ride the World Cup while it is live

Host-city properties have a closing window. Amplify traveler content in real time, seed creators covering host cities, and attach loyalty offers to match-day stays. The demand signal is already there and will fade with the final whistle.

661 videos · 115.5M views · #worldcup top-3 hashtag
02

Build an affordability pillar, not just luxury

Value content matches luxury for airtime and beats it on engagement. Program deal-led, points-led, and hack-led content alongside the aspirational reel. The audience asks how to afford the stay as loudly as they admire it.

Budget 1,084 @ 6.1% vs Luxury 1,006 @ 5.34%
03

Copy the Disney and Airbnb engagement playbook

Experiential, family, and tour formats out-engage every traditional chain. Shift the content mix toward walk-throughs, family moments, and behind-the-key access over glossy exteriors.

Disney 6.96% · Airbnb 6.61% vs Marriott 5.24% · Hyatt 4.23%
04

Recover the shadow-reach layer

508 videos and 82M views name brands in audio only. Text tools miss all of it. Use Oriane spoken-word detection to credit this reach and quantify true share of voice competitors cannot see.

508 spoken-only videos · 81.9M hidden views
05

Weight partnerships to mid-tier and unverified

The crowd engages 48% harder than verified accounts, and mid-tier drives the volume. Build the roster from the hidden-gems list, not the follower leaderboard.

Non-verified 7.28% vs verified 4.93% · mid-tier 6.74%
06

Produce a barbell of lengths

Sub-15s hooks and 90s+ depth win; the 30–60s middle underperforms. Commission both ends and stop defaulting to the half-minute clip.

0–15s 9.71% · 90s+ 7.30% vs 30–60s 5.33%
07

Split the platform brief

TikTok for engagement, Instagram for reach. Cut and caption for each rather than cross-posting one master edit.

TikTok 7.71% ER · IG 161K views/vid

Recreate this report with your data

Paste this into Claude with your own Oriane CSV export.

You are a brand-intelligence designer at Oriane. Turn my attached Oriane CSV export into a single self-contained HTML intelligence report. Match this system exactly.

DESIGN SYSTEM
- Background: warm cream paper (#F4F2EC), section bands (#EAE7DE), cards (#FCFBF7), hairline borders (#DCD7CC).
- Type: Fraunces (high-contrast serif, italic accent words) for headings and big numbers; Inter for body and uppercase letter-spaced labels.
- Accent: a blue to lavender to pink gradient (#84BEF2, #B199DE, #F4A0B4). Use it for the signature mark (three stacked rounded bars), key numbers, primary bar fills, and pills. Keep everything else quiet.
- Layout: centered editorial, generous whitespace, hairline rules, rounded corners, a stat rail under the hero, six tabs.

STRUCTURE (tabbed)
1. Overview: six-stat rail, a short serif narrative, three insight columns, a weekly trend, a shadow-reach callout.
2. Market and Demand: the driving cultural moment, topic volume vs engagement, value vs luxury.
3. Brand Landscape: share of conversation, shadow reach by brand, views per mention.
4. Creators: tiers, verified vs the crowd, top creators by reach, hidden-gems shortlist.
5. Content and Format: duration barbell, platform split, organic vs sponsored, sentiment.
6. Recommendations: six or seven moves, each tied to a specific figure.

VIDEO FRAMES
- Pull Thumbnail URL and Video URL from the CSV. Show real frames as clickable cards (aspect 9/16) that link to the post, with handle and stats underneath.
- Fix TikTok links: replace /@/ with /@{handle}/.
- Weave four to six frames into the insights they illustrate (cultural moment, shadow reach, top creators, hidden gems).

DATA RULES
- Read with encoding='utf-8-sig'. Dedupe on Video ID before any aggregation.
- Never trust the exported ER. Recompute ER = (Likes + Comments + Shares + Saves) / Views x 100, using whatever engagement columns exist.
- Creator tiers: nano under 10K, micro 10 to 100K, mid 100K to 1M, macro 1M plus.
- Owned vs earned: brand token as a substring of Account Username, not the verified flag.
- Shadow reach: brand present in Spoken words AND absent from Caption and Mentions combined. Surface it as the hero finding with a view count.
- Report the real date range in the data, not the filename. If the export hit the 10,000-row ceiling, say so.

VOICE
- Conclusions first, numbers led, terse, CMO register, no padding.
- No em dashes. State the figure, then the implication.

DELIVERABLE
- One self-contained .html file (inline CSS and JS, Google Fonts only). Responsive, working tabs, every number traceable to the CSV.