NEW YORK, NY – 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.

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 Travel Daily News article, here.

For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/

For sales contact us at: sales@engagementlabs.com

For media inquires contact us at: media@engagementlabs.com

About TotalSocial^TM

Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand's marketing strategies to develop effective campaigns to reach your audiences?

Request a demo today and learn more about TotalSocial by emailing sales@engagementlabs.com

For media inquiries please contact media@engagementlabs.com