PRESENTACIÓN JULIO 2014

Special ReportTop 10 Travel Agencies

on Social Media

October 2014

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Target

The purpose of this report is to compare the global social media profiles of the 10 most successful Travel Agencies. The report aims to analyse and identify their strategies and actions regarding social media.

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Analysed Travel Agencies

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Top 10 Travel Agencies Industry's KPIs - October 2014

Industry Unique

Audience:10,215,79710,215,797

Average # of Posts:

6161

Average Engagement Rate (ER) per

Post:12,86712,867

Industry Unique

Audience:752,685752,685

Average # of Posts:

306306

Average Engagement Rate (ER) per

Post:2,5132,513

Industry Unique

Audience:71,34271,342

Average # of Posts:0.750.75

Average Engagement Rate (ER) per

Post:4,3884,388

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Top 10 Travel Agencies - Benchmark:Source Alianzo Analytics

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Facebook is the most important social network for Travel Agencies' Marketers

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Hotels.com does not have a global profile on Facebook.

AUDIENCE

● This industry brings together 10.2 million potential buyers (among the top 10 Travel Agencies). AWESOME DATA! ● Expedia and Booking gather 71% of the audience, marking a big gap with respect to other leading agencies.

EXPEDIA HAS ALMOST HALF OF TOTAL MARKET (46%)● In general, Travel Agencies do not have a duplicated audience of the total unique audience.

CONTENT

● Travel Agencies are very active in generating content on their profiles, with an average of 61 posts/month. TWO POSTS PER DAY!

● Booking stands out as the most active Travel Agency, 1.8 times more active than the industry average.● Facebook contents form strategy: phrase + photo + link to the website.

ENGAGEMENT

● The average industry engagement is 12,867 interactions per month, meaning the number of interactions the users make per month.

● Booking achieves the best engagement per month (56,194 interactions/month). This data is 4.3 times higher than the engagement average industry. WELL DONE BOOKING!

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● The main countries for the two leading brands (Expedia and Booking) are the United States and Canada. Italy and India also stand out.

● The average fan is an American female.● These two companies publish specific content about: different travel destination photos and special deals.

USA and Canada are the countries where the main audience is

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Exotic Photos achieve the best engagements results

1. Priceline (9,312 interactions)

3. Hostelworld (4,268 interactions)

4. Expedia (2,680 interactions)

2. Booking (5,097 interactions)

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AUDIENCE

The Best Facebook Travel Agencies – October 2014

CONTENT

ENGAGEMENT

INTERACTIONS /MONTH

INTERACTIONS /

CONTENT

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Top 10 Travel Agencies - Benchmark: Source Alianzo Analytics

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Twitter is the social network where brands are more actives on social media

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AUDIENCE

● 752,685 is the unique audience that Travel Agencies' Industry reaches with the top 10 Travel Agencies. Expedia, Travelocity and Orbitz bring together almost 70% of the audience, marking distances with respect to other leading agencies. THEY ARE THE OWNERS OF THE MARKET!

CONTENT

● All the agencies post everyday an average of 10 tweets per day.● Booking is the most active Travel Agency with 33 tweets per day. WHAT AN ACTIVE BRAND!

TRIPLES THE AVERAGE!● In general, Travel Agencies talk about the similar content they post on their Facebook and they also retweet

positive content.

ENGAGEMENT

● In spite of being the most popular Travel Agency, Expedia does not have the highest engagement.● Hotels.com has the best engagement, and is one of the most actives Travel Agency on Twitter.● Photo competitions and special deals have the highest engagement rate. KEEP THAT IN MIND!

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In general, the most used contents are Travel photos

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1. Booking (1,097 interactions)3. Orbitz

(428 interactions) 4. Priceline (228 interactions)

2. Hotels.com (664 interactions)

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AUDIENCE

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CONTENT

ENGAGEMENT

INTERACTIONS /MONTH

INTERACTIONS /

CONTENT

The Best Twitter Travel Agencies – October 2014

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Top 10 Travel Agencies - Benchmark: Source Alianzo Analytics

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Youtube is the least important social network for Travel Agencies

● Youtube is the least important on social media strategy in the travel sector. Agoda and CheapTickets do not even have a global profile.

AUDIENCE

● The unique audience that Travel Agencies Industry reaches with the top 10 Agencies is 71,342 unique users. ● Expedia is the agency that has the biggest audience with a 55% (39,320 subscribers) of the total unique users.

GREAT AUDIENCE! MORE THAN HALF OF IT!

CONTENT

● The total content generated/month on Youtube is 0.75 videos. Expedia, Hostelworld and Travelocity publish 2 videos per month. LITTLE USE!

● There are agencies like Booking, Hotels.com, Priceline, Orbitz and Hotwire that do not upload any video.● The leading Travel Agencies video contents are about city guides and travel tips.

ENGAGEMENT

● The average engagement is 4,388 interactions/month. This is the number of interactions done by users per month.

● In spite of not being the one with the best audience, Hostelworld achieves 4.3 times higher engagement per month than the average industry. GOOD JOB HOSTELWORLD!

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Travel Guides were the most viewed videos

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1. Hostelworld (9,329 views) 2. Expedia (9,124 views)

3. Travelocity (678 views) 4. Orbitz (42 views)

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AUDIENCE

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CONTENT

ENGAGEMENT

INTERACTIONS /MONTH

INTERACTIONS /

CONTENT

The Best Youtube Travel Agencies – October 2014

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● Facebook is the most important social network for the Travel Agencies' Industry with 10.2 million unique users. ● Expedia and Booking own more than 71% of the total audience.● Facebook contents strategy formula is: phrase + photo + link to the website.● Most of the Travel Agencies do not focus their content on a specific public.

● All the agencies post everyday around 10 tweets per day. Booking triples that figure.● Hotels.com achieves the best engagement with its content. ● Photo competitions and special deals have the highest engagement rate.● Expedia, Travelocity and Orbitz bring together 70% of the audience.

● Youtube is the least important social network on the social media strategy of the Travel Agencies sector. Not all the agencies have a global profile.

● The agency that has the biggest audience (Expedia) has not been the one achieving the best engagement (Hostelworld).● The average of uploaded videos is very small (0.75 videos). Booking, Hotels.com, Priceline, Orbitz and Hotwire uploaded

only 2 videos.● Travel guides were the most viewed videos.

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Conclusions

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GOOD PRACTICES

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BAD PRACTICES

Expedia and Priceline should take care of their online reputation: they are receiving negative comments on their profiles and they do not do anything to solve it.

Cheaptickets is the travel agency that does not have a compatible app with iOS.

Youtube is the less used social network by travel agencies. They are not very active on it.

They hardly use hashtags that create memories.

Travel Agencies use social media networks as a platform to get potential sales.

Hostelworld is the only travel agency that is present on Pinterest, Instagram and Flickr at the same time.

Booking is also the winner in the apps world. It accumulates more than 30 million downloads.

Use of photo competitions and special deals is related to achieve a high engagement rate.

Except Hotwire, all travel agencies count with a travel blog asociated to their website.

Do not forget to be on Google Plus. It provides a great potential for this sector.

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METHODOLOGY

Analysed Period: From 10/01/2014 to 10/31/2014 (1 month)

CriteriaThe brand profiles choosed for the analysis, have been those that have a global appearance (meaning that they do not refer to a specific country) and use English as their main language.

Sources- http://www.alexa.com/topsites/category;1/Recreation/Travel- www.alianzo.com

● 'Alianzo Rank'● 'Alianzo Analytics'

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12 Social Networks all in one tool

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Thank you very much

info@alianzo.comwww.alianzo.com