Online and Offline: Consumer Conversation Trends for the Top Online Travel Agents and Other Travel Sites
NEW YORK, NY (January 18, 2017) – It’s no secret that Americans love to travel. In fact, direct spending by resident and international travelers in the U.S. averaged $2.7 billion a day in 2016. With such a large and robust market comes increased competition from a handful of online travel agents and top travel sites that seek to provide travel services to discount-hungry consumers. To help brand marketers for OTAs and other top travel sites better understand what consumers are saying in both their online and offline worlds, Engagement Labs has released its latest TotalSocial® rankings of the top-performing OTA brands in the U.S.
According to the report, Expedia, which was previously ranked second, moved into the number one spot in the ranking and surpassed TripAdvisor. The shift was fueled by Expedia’s increase in online volume, which means that consumers are talking more about the OTA in social media conversations. In August, the company hired its new CEO, Mark Okerstrom, whose plans include emphasizing its travel agent and customer service offerings.
While Expedia rose to the top of the list, TripAdvisor fell to number two in the ranking, due to a steep decline in its online and offline influence scores. Engagement Labs defines influence as how well the brand connects with the everyday influencers who have the largest social networks in both the offline and online worlds.
Read the full TravelWireNews article, here.
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