The top OTA brand? It’s TripAdvisor, says one researcher

Using a combination of social media mentions and word-of-mouth conversations among consumers, data and analytics company Engagement Labs has identified the top-performing online travel brands.

TripAdvisor came out on top, followed in the rankings by Expedia,, Travelocity, Kayak, and Orbitz.

In order to rank the brands, Engagement Labs used its proprietary TotalSocial data, which combines offline conversations and social media conversations. CEO and director Ed Keller said that what consumers discuss online tends to be different from what they discuss offline, making it important to measure both.

Read the full Travel Weekly article, here.

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