The Ritz-Carlton Hotel Company, Hyatt Hotels, American Airlines and BookIt.com Rank the Highest on Social Media

Published by Engagement Labs on March 19, 2015

Engagement Labs Identifies the Top Hotel Chains, Airlines and Travel Aggregators on Social Media

TORONTO, Ontario – March 19, 2015 – Technology and data company, Engagement Labs, creator of the eValue™ score, today released the ranking of the Top Performing Hotel Chains, Airlines, and Online Travel Aggregators (online travel agents and metasearch sites) on social media.

Hotel Chains

According to the eValue data, the highest ranking hotel chains on Facebook and Twitter in the U.S. are:

“As social media is increasingly becoming an all-purpose communication tool, the hotel industry excels by providing real-time information to their customers on their social media channels. Companies like The Ritz-Carlton Hotel Company and Hyatt Hotels utilize their social media channels to provide up-to-date resort news and industry information as a one stop shop for their audiences,” said Bryan Segal, Chief Executive Officer of Engagement Labs.

The top performer on Facebook, The Ritz-Carlton Hotel Company, engages with its audience on a daily basis by posting images of its resorts in multiple locations and extending their luxury positioning to Facebook. They include unique facts about each resort and feature popular landmarks to keep their followers interested.

The top performing hotel chain on Twitter, Hyatt Hotels, over-indexes in terms of Engagement by producing highly visual vacation-related content. The use of creative hashtags such as #HyattAllIn encourages users to share their travel experiences and engage in a conversation with the brand.

Airlines

According to the eValue data, the highest ranking airlines on Facebook and Twitter in the U.S. are:

According to the eValue rankings, American Airlines is the top performer on Facebook. The airline not only provides company information, it also posts about worldwide news and events and relates it back to the airline industry. For example, to celebrate Women’s History Month, they asked followers to share stories about female American Airlines members who have shown great customer service.

American Airlines uses Twitter to help create a dialogue with their followers by responding to consumer postings. They engage their followers by using topical news and events such as #TheDress and #Selma50, thereby resulting in a natural conversation.

Travel Aggregators

According to the eValue data, the highest ranking travel aggregators on Facebook and Twitter in the U.S. are:

As a consumer moves through the travel decision funnel they are increasingly turning to social networks to help guide their travel decisions. “They want convenience, trusted brands and good deals. Social media is a key resource to help consumers navigate the complexity of travel today. We see marketers optimizing social channels to enhance user experience, customer satisfaction and develop trust and loyalty with their audiences,” stated Mr. Segal.

BookIt.com, the top performer on Facebook, has superior Engagement with their audience by posting articles that include travel ideas, tips for things to do in particular destinations, and contests for their followers to win trips to different destinations.

Hotels.com, the top performer on Twitter, uses the platform as a channel to communicate the latest deals and promotions with their fan base. The brand also uses travel tips and trivia content to generate higher engagement.

The eValue score is composed of Engagement, Impact and Responsiveness metrics. Engagement is the level of interaction content receives on a specific social network, Impact is the reach content receives on a specific social network, and Responsiveness measures how much, how fast and how well a brand responds to actual conversations amongst its users.

eValue analytics is the global standard for social media scoring, leveraging more than 300 conventional social media metrics to provide a single comprehensive and benchmarked score against 75,000+ handpicked, verified brands which includes marketers, advertisers publishers and broadcasters across the globe.

About Engagement Labs

Engagement Labs (TSX V.EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measure that of their competitors across major social networks Facebook, Twitter and YouTube. Engagement Labs maintains offices in Montreal, Toronto and Paris. www.engagementlabs.com / www.eValueanalytics.com

For media inquiries please contact:

Kate Tumino / Cait Kilpatrick
KCSA Strategic Communications
ktumino@kcsa.com / ckilpatrick@kcsa.com
212-896-1252 / 212-896-1231