social media report - online travel agents q1 2016

Image courtesy : Pixabay

Jan 1st – March 31st 2016

Top Online Travel Agents on Social Media

Comparison of

ONLINE TRAVEL AGENTS’ Facebook Pages

Jan 01, 2016 - Mar 31, 2016

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Skyscanner had the largest fan base of 7,519,533 and the highest fan growth of 13.53%.

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K 7,000K 8,000K

Gro

wth

%

Number of Fans

CheapOair skyscanner Travelocity Travelzoo Booking.com Trip Advisor

Priceline Negotiator OneTravel Hotels.com USA Orbitz Expedia agoda

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

United States Philippines Countries < 2% Taiwan Malaysia Thailand Turkey Other Countries Italy United Kingdom

Fans - Geography

Travelocity had the highest PTAT of 1.74% as a percentage of its average number of Fans during this time period.

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

2.0%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K 7,000K 8,000K

Pe

op

le t

alk

ing a

bo

ut (a

s %

of

Fa

ns)

Average Number of Fans

CheapOair Travelocity skyscanner Travelzoo Booking.com Trip Advisor

Priceline Negotiator Hotels.com USA OneTravel Orbitz Expedia agoda

Conversations

CheapOair published the greatest number of posts (320). Travelocity had the highest average engagement, with a score of

339.

0 50 100 150 200 250 300 350

0 50 100 150 200 250 300 350 400

CheapOair

skyscanner

Travelocity

Travelzoo

Booking.com

Trip Advisor

Priceline …

OneTravel

Hotels.com USA

Orbitz

Expedia

agoda

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Skyscanner received the most number of Likes (445,426), Comments (16,389) and Shares (30,776).

0K 50K 100K 150K 200K 250K 300K 350K 400K 450K 500K

CheapOair

Travelocity

skyscanner

Travelzoo

Trip Advisor

Booking.com

Priceline Negotiator

Hotels.com USA

OneTravel

Orbitz

Expedia

agoda

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand Posts Travelocity

03-FEB-16, WED 9:30AM

Where are you going for Spring Break this

year?

ENGMT. LIKES COMMENTS SHARES SENTIMENT

999 13,044 333 560 Positive

Travelzoo

05-JAN-16, TUE 11:41AM

The TSA is going to stop taking driver's

licenses from 9 U.S. locations:

http://tzoo.co/WBjIq

OneTravel

06-JAN-16, WED 3:00PM

Have you seen the video by Tourism

Ireland?

ENGMT

.

LIKES COMMENTS SHARES SENTIMENT

995 871 507 6,128 Positive


993 3,487 53 312 Positive

http://www.facebook.com/83669531845/posts/10153238459586846


















Most Engaging Brand Posts Travelocity

31-JAN-16, SUN 7:50AM

LAST DAY! Book now and get up to $1000

onboard credit. Hurry, ends today!

#CruisingwithTravelocity ..


991 10,549 68 307 Positive

Travelocity

18-FEB-16, THU 11:15AM

Ooh la Oahu! Head to Hawaii for less with

$500 OFF a $1,000 Oahu vacation

package, starting this Mon ..

Trip Advisor

23-MAR-16, WED 10:00AM

To celebrate the Travelers’ Choice

Destinations awards, we want you to share

a photo of a trip to on ..


967 6,410 113 305 Positive


954 33,025 1,257 792 Positive



















Booking.com's Facebook Page saw the highest number of Fan posts (1,605).

0 200 400 600 800 1000 1200 1400 1600 1800

CheapOair

skyscanner

Travelocity

Travelzoo

Booking.com

Trip Advisor


OneTravel

Hotels.com USA

Orbitz

Expedia

agoda

Number of Fan Posts

Fan Posts

Hotels.com USA received the highest percentage of Positive Sentiment (35.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CheapOair

skyscanner

Travelocity

Travelzoo

Booking.com


OneTravel

Hotels.com USA

Orbitz

Expedia

Negative Neutral Positive

Sentiment Analysis

CheapOair responded to the highest percentage of Fan posts (49.46%).

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

0 500 1000 1500 2000 2500

% o

f F

an

Po

sts

Bra

nd

Re

sp

on

de

d t

o

Average Response Time (mins)

CheapOair skyscanner Travelocity Travelzoo Booking.com Priceline Negotiator OneTravel Hotels.com USA Orbitz Expedia

Brand Responses

CheapOair published the most with 320 posts, among the brands in "COMPETITORS" Group.

2%

15%

7%

11%

6%

0%

2%

13%

21%

1%

13%

9% Priceline Negotiator

OneTravel

Travelocity

Expedia

Orbitz

agoda

Booking.com

Travelzoo

CheapOair

Hotels.com USA

Trip Advisor

skyscanner

Share Of Voice – Volume of Posts

skyscanner received the largest volume of Likes (445,426), among the brands studied here.

1% 2%

6%

13%

1%

0%

2%

11%

8%

0%

23%

33%


OneTravel

Travelocity

Expedia

Orbitz

agoda

Booking.com

Travelzoo

CheapOair

Hotels.com USA

Trip Advisor

skyscanner

Share Of Voice – Likes

skyscanner received the largest volume of Comments (16,389), among the brands analyzed.

3%

2%

4%

12%

1%

1%

4%

23%

6%

0%

16%

28%


OneTravel

Travelocity

Expedia

Orbitz

agoda

Booking.com

Travelzoo

CheapOair

Hotels.com USA

Trip Advisor

skyscanner

Share Of Voice – Comments

skyscanner received the largest volume of Shares (30,776).

1%

2% 4%

8% 1%

0%

2%

28%

8%

0%

18%

28%


OneTravel

Travelocity

Expedia

Orbitz

agoda

Booking.com

Travelzoo

CheapOair

Hotels.com USA

Trip Advisor

skyscanner

Share Of Voice – Shares

During this time period, #WhyNotTonight was the most engaging run by Priceline Negotiator. Priceline Negotiator published the

most (17) in its #WhyNotTonight campaign.

0 2 4 6 8 10 12 14 16 18

0 20 40 60 80 100 120

#LaborDay(2015)(Travelocity)

Best2016Ever(Booking.com)

#FamilyFunTripSweeps(Trip Advisor)

#WhyNotTonight(Priceline Negotiator)

#GoodEscape(Hotels.com USA)

Win a trip to Europe(Orbitz)

#CarryOnAdventures(Expedia)

Number of Posts

Engagement Score


Campaign Comparison





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Analysis of

CheapOair Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS

464,182 20,954 4.73% United

States

Mostly Older, Female and

Attached.

CheapOair

Engagement Score Total Fan Posts

181 186

Total Posts Brand Response Rate

320 49.46%

Total Likes Avg. Reply Time

111,034 10 hrs, 44 mins

Total Comments General Sentiment

3,556 Neutral

Total Shares

8,592

BRAND POSTS FAN POSTS

Brand Overview

430K

435K

440K

445K

450K

455K

460K

465K

470K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

464,182

New Fans

20,954

Engagement

0

250

500

750

1-Jan 5-Jan 9-Jan 13-Jan 17-Jan 21-Jan 25-Jan 29-Jan 2-Feb 6-Feb 10-Feb 14-Feb 18-Feb 22-Feb 26-Feb 1-Mar 5-Mar 9-Mar 13-Mar 17-Mar 21-Mar 25-Mar 29-Mar

CheapOair had an average engagement score of 181 and a highest of 507.

Community Analysis

CheapOair fans are mostly Older, Female and Attached. CheapOair fans are largely from United States followed by India.

Fan Demographics Distribution of Fans

30%

70%

male female

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 50K 100K 150K 200K 250K

United States

India

Philippines

Canada

Puerto Rico

Mexico

Egypt

United Arab Emirates

Pakistan

Bulgaria

0

1

2

3

4

5

6

1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar

Brand Posts

Top keywords used Frequency

trip 21

time 20

deal 19

Day 19

book 18

25%

75%

Brand Participation Brand Non Participation

79%

5%

16%

Posititve Negative Neutral

Brand Posts - Engagement

CheapOair responded to 80 conversations generated by the 320

Posts they published.

CheapOair receives more positive than negative vibes from

comments on their Posts.

Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts

12-MAR-16, SAT 2:09PM

We love #2! What about you?


810 1,490 47 391 Positive

30-JAN-16, SAT 11:19AM

"Like" if you're daydreaming of here!

http://chpoair.co/XEAqf

04-JAN-16, MON 6:28PM

As Downton Abbey approaches its final

season, why not explore where it all began?


739 2,120 58 207 Positive


673 1,768 72 155 Positive

NO IMAGE NO IMAGE NO IMAGE



















Brand Posts - Analysis

Brand Post Types Days of the week

0 50 100 150 200 250 300

0 50 100 150 200 250 300

Photos

Links

Plain Text

Videos

Polls

Number of Posts

Engagement Score


0 10 20 30 40 50 60

0 50 100 150 200 250 300

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Top Keywords Used Frequency

flight 44

booking 30

ticket 27

time 22

Cheapoair 22

User Posts

0

1

2

3

4

5

6

7

8

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar

Positive Neutral Negative

CheapOair responded to 92 conversations generated by the 186

Posts fans published.

CheapOair appears to participate more when Fan conversations

have greater positive vibes than negative.

User Posts - Engagement

Brand Responses Sentiment

49%

51%


29%

10% 61%


Analysis of

Hotels.com USA Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


2,605,606 239,367 10.12% United

States


Attached.

Hotels.com USA


23 85


14 23.53%


1,393 9 hrs, 7 mins


217 Neutral

Total Shares

183


Brand Overview

2,200K

2,250K

2,300K

2,350K

2,400K

2,450K

2,500K

2,550K

2,600K

2,650K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-

Feb

19-

Feb

26-

Feb

4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

2,605,606

New Fans

239,367

Engagement

0

250


Hotels.com USA had an average engagement score of 23 and a highest of 88.

Community Analysis

Hotels.com USA fans are mostly Older, Female and Attached. Hotels.com USA fans are largely from United States followed by

United Kingdom.


33%

67%

male female

0% 10% 20% 30% 40%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 200K 400K 600K 800K 1,000K

United States

United Kingdom

India

Korea

Australia

Taiwan

Malaysia

Canada

Brazil

0

0

0

1

1

1

1


Brand Posts


Captain Obvious 3

50 2

short walk 1

restrictions 1

tag 1

21%

79%


67%

16%

17%



Hotels.com USA responded to 3 conversations generated by the

14 Posts they published.

Hotels.com USA receives more positive than negative vibes from




23-MAR-16, WED 11:37AM

It's never too early to start planning that

Summer vacation! Book now and save up to

20% when you tr ..


88 740 23 40 Positive

22-FEB-16, MON 2:46PM

Our biggest fan, Captain Obvious has an

announcement – he’s running for President.

Follow him at htt ..

24-MAR-16, THU 11:26AM

Know someone who's planning a trip?

Share the love and you can both enjoy $50

off* your next booking ..


81 54 57 74 Positive


59 486 15 26 Positive

NO IMAGE NO IMAGE





















0 2 4 6 8 10 12

0 5 10 15 20 25 30 35

Links

Videos

Plain Text

Photos

Polls

Number of Posts

Engagement Score


0 1 2 3 4 5

0 10 20 30 40 50

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Hotels.com 27

time 15

room 12

book 12

reservation 11

User Posts

0

1

2

3

4

5

6

7

8



Hotels.com USA responded to 20 conversations generated by the

85 Posts fans published.

Hotels.com USA appears to participate more when Fan

conversations have greater positive vibes than negative.



24%

76%


35%

13%

52%






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Analysis of

Travelocity Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


390,046 10,631 2.80% Worldwi

de


Attached.

Travelocity


339 707


113 0.14%


84,234 1 hr, 24 mins


2,287 Neutral

Total Shares

4,186

Most Engaging Content Type

NO DATA

Least Engaging Content Type

NO DATA

Most Prolific Content Type

NO DATA

Most Engaging Campaign

#MondayMotivation

Most Recent Campaign

Sunday Gnome Wisdom


Brand Overview

CONTENT & CAMPAIGNS

374K

376K

378K

380K

382K

384K

386K

388K

390K

392K

1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

390,046

New Fans

10,631

Engagement

0

250

500

750

1,000

1,250


Travelocity had an average engagement score of 339 and a highest of 991.

Community Analysis

Travelocity fans are mostly Older, Female and Attached. Travelocity fans are largely from United States followed by Canada.


38%

62%

male female

0% 10% 20% 30%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

UnKnown

0K 100K 200K 300K 400K

United States

Canada

Mexico

India

Puerto Rico

United Kingdom

Australia

Philippines

Thailand

0

1

1

2

2

3

3

4


Brand Posts


trip 15

credit 9

Travel blogger Cacinda

Maloney

9

TravelTip 8

Abu Dhabi 7

36%

64%


86%

7%

7%



Travelocity responded to 41 conversations generated by the 113


Travelocity receives more positive than negative vibes from




03-FEB-16, WED 9:30AM

Where are you going for Spring Break this

year?


999 13,044 333 560 Positive

31-JAN-16, SUN 7:50AM

LAST DAY! Book now and get up to $1000

onboard credit. Hurry, ends today!

#CruisingwithTravelocity ..

18-FEB-16, THU 11:15AM

Ooh la Oahu! Head to Hawaii for less with

$500 OFF a $1,000 Oahu vacation

package, starting this Mon ..


991 10,549 68 307 Positive


967 6,410 113 305 Positive






















0 20 40 60 80 100 120

0 100 200 300 400 500

Videos

Photos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 5 10 15 20

0 100 200 300 400 500 600

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



customer service 153

flight 150

book 139

time 135

hotel 107

User Posts

0

5

10

15

20

25



Travelocity responded to 1 conversations generated by the 707


Travelocity appears to participate more when Fan conversations




0%

100%


28%

23%

49%


Campaign Intel – 3 most recent campaigns

Entire Campaign

0 1 2 3 4 5

0 50 100 150 200 250 300 350

#LaborDay(2015)

#MondayMotivation

#4thofJuly

Number of Posts

Engagement Score






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Analysis of

Trip Advisor Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview


3,070,251 259,386 9.23% Worldwi

de Not Available

Trip Advisor


168 0


199 0%


313,377 0 sec


9,184 NO User Post For TimePeriod

Total Shares

19,154

Most Engaging Campaign

#WhyWeTravel

Most Recent Campaign

Vote on your favorite car

magnet


Brand Overview

CONTENT & CAMPAIGNS

2,650K

2,700K

2,750K

2,800K

2,850K

2,900K

2,950K

3,000K

3,050K

3,100K


Feb

19-

Feb

26-

Feb

4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

3,070,251

New Fans

259,386

Engagement

0

250

500

750


Trip Advisor had an average engagement score of 168 and a highest of 710.

Community Analysis

Trip Advisor fans are largely from United States followed by Brazil.

Distribution of Fans

0K 50K 100K 150K 200K 250K 300K 350K 400K

United States

Brazil

Italy

Argentina

Mexico

United Kingdom

India

Spain

Thailand

New Zealand

0

1

2

3

4

5

6


Brand Posts


Travelers 32

chance 23

trip 21

hotel 21

next week 19

11%

89%


91%

1% 8%



Trip Advisor responded to 21 conversations generated by the 199


Trip Advisor receives more positive than negative vibes from




23-MAR-16, WED 10:00AM

To celebrate the Travelers’ Choice

Destinations awards, we want you to share a

photo of a trip to on ..


954 33,025 1,257 792 Positive

25-JAN-16, MON 5:40PM

What’s the best amenity that you've

experienced while staying at a hotel?

Pictured: Cocoa Island by ..

04-JAN-16, MON 3:00PM

Here are all the places you should keep an

eye on when visiting New York City.


919 27,300 326 817 Positive


818 8,488 386 1,420 Positive






















0 20 40 60 80 100 120 140

0 50 100 150 200

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 10 20 30 40 50

0 50 100 150 200 250

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Campaign Intel – 3 most recent campaigns

Entire Campaign

0 1 2 3 4 5 6 7 8 9 10

0 20 40 60 80 100 120 140 160 180

#FamilyFunTripSweeps

2015 Travelers’ Choice Landmarks

#WishIWereHere

Number of Posts

Engagement Score


This data is not limited to the period under study

Analysis of

skyscanner Facebook Page

Jan 01, 2016 - Mar 31, 2016

Brand Overview

FANS NEW FANS FAN

GROWTH

COUNTRY DEMOGRAPHICS

7,519,533 896,413 13.53% Worldwide Mostly Older, Female and

Attached.

skyscanner


180 115


139 41.74%


445,426 18 hrs, 2 mins


16,389 Neutral

Total Shares

30,776


Brand Overview

6,000K

6,200K

6,400K

6,600K

6,800K

7,000K

7,200K

7,400K

7,600K


Feb

19-

Feb

26-

Feb

4-Mar 11-

Mar

18-

Mar

25-

Mar

Fan Growth

Total Fans

7,519,533

New Fans

896,413

Engagement

0

250

500

750

1,000


skyscanner had an average engagement score of 180 and a highest of 837.

Community Analysis

skyscanner fans are mostly Older, Female and Attached. skyscanner fans are largely from India followed by Brazil.


0% 20% 40% 60%

Below 21

21-30

31-40

41-50

51-60

Over 60

0% 10% 20% 30% 40%

Single

In a Relationship

Engaged

Married

0K 400K 800K 1,200K

India

Brazil

Philippines

Italy

Indonesia

Spain

Turkey

Thailand

United Kingdom

0

1

1

2

2

3

3

4

4

5


Brand Posts


views 8

Fancy 6

Norway 4

Skyscanner 3

Tuscany 3

33%

67%


88%

5%

7%



skyscanner responded to 46 conversations generated by the 139


skyscanner receives more positive than negative vibes from




26-JAN-16, TUE 9:26AM

You told us we missed out a whole chunk of

beautiful villages.

We listened.


924 22,294 1,827 4,469 Positive

05-JAN-16, TUE 1:25PM

There's more than a thousand fjords in

Norway and they're often described as

nature's own work of a ..

15-FEB-16, MON 7:37AM

Los Glaciares National Park - where glacier

meets lake.


837 31,189 911 1,641 Positive


774 25,768 435 1,716 Positive






















0 20 40 60 80 100

0 50 100 150 200 250 300

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 5 10 15 20 25

0 50 100 150 200 250 300

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Skyscanner 54

flights 17

company 11

website 11

Travel 10

User Posts

0

1

2

3

4

5

6



skyscanner responded to 48 conversations generated by the 115


skyscanner appears to participate more when Fan conversations




42%

58%


22%

8%

70%






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