Case Study: W Singapore (W Hotels) achieves 200%+ engagement growth and 10% reach lift with Meltwater

How W Singapore uses consumer behavior analytics to improve personalization for its guests

W Singapore at Sentosa Cove, established in 2012 with over 200 employees, faced the challenge of tracking growing online conversations across Facebook, Twitter, Instagram and review sites as its popularity rose. Initially focused on owned channels, the hotel adopted Meltwater’s social listening in 2013 to capture earned media, gain real-time guest feedback and understand public sentiment to inform marketing and events.

Using Meltwater for quarterly and ad-hoc analysis, the team increased user-generated, lifestyle content to drive engagement and measure event ROI while connecting with guests personally. From July–September 2017, user engagement rose by more than 200% and total reach increased by 10%, enabling more strategic communications and data-driven decisions for future campaigns.

W Hotels

Andrea See

Digital Marketing Executive