...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.

Travelocity, which moved up from its previous spot at number four to third in the ranking, experienced an uptick in offline sentiment - which means that consumers are having more positive face-to-face conversations about the brand. The travel website gained an edge and saw significant ROI through its unique email marketing campaign that offered $400 vacation packages to its customers. The company also recently launched a campaign in partnership with popular online dating app Tinder, “Be My Gnomie,” targeting millennials and offering a 10-day Caribbean trip for two.

“With so much competition among travel websites and booking tools, it’s no wonder that the top OTA brands are increasingly fueling face-to-face conversations,” said Ed Keller, CEO, Engagement Labs. “Travelocity is a great example of a brand that saw a boost in its offline scores, particularly in offline sentiment, after launching several marketing campaigns to better engage its customers - proving that smart marketing tactics will not only resonate with consumers, but can improve a brand’s ROI.”

Read the full TravelDailyNews article, here.

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