TripAdvisor, Expedia and Hotels.com are on the tip of consumers’ tongues when planning vacations
Engagement Labs released its TotalSocial rankings on the top performing online travel agents (OTA) in the U.S. 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.
Engagement Labs’ analysis finds that TripAdvisor is the clear leader, performing better than its peers both offline and online. TripAdvisor’s top ranking is driven by its strong online volume and online sentiment scores - which means consumers are having a large amount of positive conversations about the online booking tool via social media. In addition, TripAdvisor performs above-average in terms of offline brand sharing, which might be attributed to its recent return to TV advertising after a two-year absence. However, there is room for improvement when it comes to its online brand sharing scores, which presents an opportunity for the company to create and post more shareable content on its owned social media pages.
Read the full Hotelmarketing article, here.
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