Skip to Main Content
Balance limited capacity and passholder demand with Inntopia Passholder Reservations →

Trends Q: How many hotels and resorts have taken the Ice Bucket Challenge so far?

photo of the author Gregg Blanchard

The ALS Ice Bucket Challenge has grown like few things ever have within the social sphere. Some are critical of various aspects of the movement, others laud the massive amount of funds that have been raised, but it’s hard to deny the success it has garnered. But what about travel brands? Have they joined in the movement or are they watching from the sidelines? Here’s what we found.

The Goods
To find our answer we took a sample of over 1,000 ski resorts, hotels, beach resorts, and golf resorts. We first looked at those who had been active on social media since July 1, 2014 and then counted how many of those destinations had also tweeted about the challenge either by using one of the hashtags (#icebucketchallenge, #strikeoutals, etc.) or wording that made it clear they had participated. Here’s how many of each group have taken part as of September 3, 2014.


From our sample, golf resorts have participated the most (32% on both Facebook and Twitter) with ski resorts, beach resorts, and hotels all on a similar level of participation (around 18-20% on both sites).

What This Means
Truth be told, this is much higher than we expected. Though some of these challenges have come across our own feeds, the fact that over 30% of golf resorts have participating is pretty incredible.

Will more brands join in as nominations exponentially grow or are we on the tail end of the movement? We’re not sure, but with other trends waiting in the wings (like #doubtfireface), it’s a very interesting time for brands and causes on social media.

Getcha Head in the Game
Every Tuesday we drop a new destination marketing insight for all to enjoy. Need some ideas and inspiration? Stick your email below and we’ll send you an alert when the next one is published.

Free Resort Marketing Playbooks

Download a 4-pack of our most popular ecommerce and marketing playbooks when you subscribe to our news + updates list.

Western Mountain Destinations Post First Revenue Gains Since February

October 15, 2020

Lodging in Southeast Destinations Post Big Rate and Revenue Gains for Upcoming Winter During Busy September Booking Period

October 14, 2020

Strong Rebound at Southeast Destinations to Close Summer

September 14, 2020

Short-Lead Bookings Dominate Lodging Patterns at Western Mountain Destinations

September 14, 2020

Booking Pace Softens at Southeast Destinations in July

August 18, 2020

Questions? Talk to a friendly Inntopian.

Prefer the phone? Not a problem. Just call (877) 740-4143 and the amazing Leslie Whitaker will give you a hand.

Contact Our Team
the inntopia team celebrating a new campground client