These Are the OTAs People Are Talking About on and off Social Media

Published by Engagement Labs on June 21, 2017

NEW YORK, NY (June 20, 2017) – In a new, first of its kind analysis of combined offline and online consumer conversations, Engagement Labs released its TotalSocial® rankings on the top performing online travel agents (OTA) in the U.S. The rankings are based on Engagement Labs’ proprietary TotalSocial data, which continuously measures the most important drivers of brand performance with respect to social media and word of mouth conversations.

The analysis finds that the OTA category as a whole performs better in terms of offline (face-to-face conversations) as compared to online (social media). Also, the brands in the OTA category perform better in terms of offline brand sharing—which is the amount of face-to-face conversations in which people are talking about a brand’s marketing or advertising—as compared to online, via the brand’s social media pages. These statistics become incredibly interesting due to the sheer amount of time consumers spend on searching online travel sites, including OTAs. A recent study conducted by comScore found that, on average, travelers in the U.S. made 140 visits to travel sites in the 45 days prior to booking a trip.

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