TRAVEL&HOSPITALITYINDUSTRYSNAPSHOT-SUMMER2013
ThisreportshowcasesmarketinginsightsderivedfromanalyzingsocialmediadataaroundsomeofthemostpopularbrandsintheTravel&Hospitalityindustryoverthesummerof2013byusinguberVU.Thebrandsselectedare:SouthwestAirlines,AmericanAirlines,JetBlue,USAirways,Delta,UnitedAirlines,Hilton,HolidayInn,Marriott,Westin,Radisson.
WemonitoredTwitter,Facebook,blogs,newssites,imagesharingandvideosharingplatformsbetweenMay10th2013andJuly10th2013.Eachmentionwasthenautomaticallytaggedforsentiment,gender,location,languageandthemostimportantphraseswereextractedfromitinordertocomputekeymetricsandcreateconversationmaps.
TheresultisasimplesnapshotofkeyeventsandinsightsaroundtheTravel&HospitalityindustrybetweenMay10thandJuly10th.
External,BrandUnrelatedEventsHaveHugeImpactOnBrandConversationsDuringthetwomonthperiodanalyzedwefoundmultipleeventsthatcausedspikesinthevolumeofbrandmentionsaswellassentimentformanyofthebrandsselectedforthisreport.Mostoftheseeventshadashortlifespan,afewdaysatmost,buttheirimpactisclearlyvisibleintheoverallbrandconversationmapsmonthslaterforsomeofthebrands.
Someoftheeventswerespontaneous,classiccasesofReputation/CrisisManagement.Otherswereeitherknowninadvance,orthebrandsimplycapitalizedonasomewhatrelatedeventbyusingreal-timemarketingtechniques.
"AmericanAirlinesArena","Miami"and"Heat"arewordsthatmakeupareallybigpartoftheconversationaboutAmericanAirlinesinMay,JuneandJuly.Sponsoringthesportsarenabroughtthemhugeexposurethat'sclearlyvisiblebylookingatsocialmediaconversations.
uberVU'sconversationmapsliketheoneforAmericanAirlinesaboveautomaticallygathersandanalyzesallpublicly-availablementionsofthatkeywordonavailablesocialmedianewtworks,sortingthemostcommonly-usedwordsandphrasesintoaneasy-to-readinfographic.
NotethattheUSAirwaysmerger,animportantmediaevent,doesnotshowupontheconversationmap.
CONVERSAT IONMAPforAMERICANAIRLINES
flight24%
AmericanAirlinesArena18%
Miami10%
AirlinesArena6%
plane4%
fly4%
Heat3%
great3%
Dallas3%
flights3%
flying3%
20133%
service3%
MiamiHeat2%
SanAntonio2%
airline2%
OnJune15th2013,KimKardashianandKanyeWest'sbabyNorthWestwasborn.Reactingtothenews,talkshowhostJimmyFallonpostedatweetthatwasretweetedover6,200times.TheechoesofthattweetcanbeclearlyseenonSouthwestAirlinesconversationmapmonthslater.
KimandKanyehavenamedtheirdaughterNorthWest.OrasSouthwestAirlinesputit,“Pleasedon'thaveasecondchild.”#fallonmono—jimmyfallon(@jimmyfallon)June22,2013
ThatsamedaySouthwestAirlinesexperiencedacomputerglitchthatgrounded250flights.Hundredsexpressedtheirangeratbeingdelayed,yet"delayed"makesupatinypartoftheSouthwestAirlinesconversationmap.
CONVERSAT IONMAPforSOUTHWEST
flight31%
flights9%
NorthWest9%
fly7%
plane7%
flying5%
great5%
love4%
airline4%
service3%
delayed3% airport
2%
hours1% LUV
1%
NUMBEROFMENT IONS
Other
33%
Hiltonwithbreakdownbylocation:
Other
33%UnitedS..30%
Turkey17%
Indonesi..11%
UnitedK..8%
. . .
. .
NUMBEROFMENT IONS
13.May 20.May 27.May 3.Jun 10.Jun 17.Jun 24.Jun 1.Jul 8.Jul0
25,000
50,000
75,000
Hilton
HiltonbrandconversationswereaffectedbytheTurkishprotestsinlateMayandJunetwice,whichcaused2hugespikesindailymentions.EventhoughHiltonwasmentionedinthiscontextforonlyafewdays,thatstillledto17%ofHilton-relatedconversationsbetweenMay10thandJuly10thtooriginateinTurkey.
MostoftheTurkishtweetswererelatedtoapoliceraidofaHiltonhotelinsearchofprotesterswhowereallegedlyhidingthere.
TheBostonBruinsandPittsburghPenguinsbattleditoutinearlyJuneintheNationalHockeyLeague'sStanleyCupPlayoffs.ThedayaftertheBruinstookanearly2-0leadintheseries,thepilotofaBoston-basedJetBlueflightreturninghomefromPittsburghoverheardthatababyontheplanewascrying.Hethenproceededtoaskviatheintercomifthetantrum-throwerwasnoneotherthanSidneyCrosby(Penguinscaptain),unawarethattheflightwaspackedwithBostonmedia.
BabycryinginbackofJetBlueflightpackedw/Bostonmedia.Pilotjustgotonintercomandaskedif"SidneyCrosbywasinthebackcrying"—JoeHaggerty(@HackswithHaggs)June4,2013
Overamonthlater,onJuly10th,SidneyCrosbywasstillthenumbertwomosttalkedabouttopiconJetBlue'sconversationmapoverthetwomonthperiodanalyzed.
USAirways'sconversationmapisdominatedbytheAmericanAirlinesmerger.("AmericanAirlines","American","merger").However,newsofthemergerdoesnotshowuponAmericanAirlines'sconversationmap.
CONVERSAT IONMAPforJETBLUE
flight28%
SidneyCrosby9%
love7%
fly6%
great6%
flying6%
JFK5%
flights5%
airport5%
airline4%
plane4%
airlines3% flight
attendants3%
Boston2%
CONVERSAT IONMAPforUSAIRWAYS
flight28%
plane6%
AmericanAirlines6%
flying4%
fly4%
airline4%
American4%
flights4% airport
4%
delay4%
merger4%
service3%
delayed3%
great2%
Airlines2%
Charlotte2% hours
2%
gate2%
check2%
Ahip-hoppartyheldattheHolidayInnat450Capitol,Atlanta,GA,dominatedtheconversationaboutHolidayInnforoveraweek,andisstillvisibleonthebrand'sconversationmap.
ObamavisitedSenegalinlateJuneandstayedattheRadisson.ConversationsaboutthevisitoriginatinginSenegalcausedasmallspikeinmentionsandexposurearoundthe27thofJune.
HotelIndustrySentimentFarMorePositiveThanAirlineIndustrySentimentOnlythesentimentofoneairline,JetBlue,ishigherthanthelowestsentimentofanyhotelbrandanalyzed.
However,theword"love"showsupon3airlines'and3hotels'conversationmaps.Theword"great"showsupon5hotels'and5airlines'conversationmaps.
Thisresultcouldbeexplainedbythelargernumberofcustomerservicecomplaintsinsocialmediafortheairlineindustrycomparedtothehotelindustry.
CONVERSAT IONMAPforHOLIDAYINN
hotel20%
HolidayInnExpress14%
attheHolidayInn12%
450Capitol5%
motel5%
night4%
room4%
theHolidayInn4%
Suites3%
I'matHolidayInn3%
20133%
stay3%
June2%
great2%
Resort1%
July1%
hotels1%
tonight1%
EXPOSURE
13.May 20.May 27.May 3.Jun 10.Jun 17.Jun 24.Jun 1.Jul 8.Jul0
500,000
1,000,000
1,500,000
Radisson
OVERALLSENT IMENT
American..
Delta
UnitedA..
JetBlue
Southwes..
UsAirwa..
0.10%
0.14%
0.02%
0.23%
0.13%
0.02%
0% 0.05% 0.10% 0.15% 0.20% 0.25%
OVERALLSENT IMENT
Hilton
Holiday..
Marriott
Westin
Radisson
0.20%
0.25%
0.25%
0.27%
0.28%
0% 0.10% 0.20% 0.30%
CONVERSAT IONMAPforJETBLUE
flight28%
SidneyCrosby9%
love7%
fly6%
great6%
flying6%
JFK5%
flights5%
airport5%
airline4%
plane4%
airlines3% flight
attendants3%
Boston2%
CONVERSAT IONMAPforHILTON
hotel20%
attheHilton11%
HiltonHotel9%
20136%
love5%
night4%
I'matHilton4%
room4%
HiltonGardenInn3%
great3%
HiltonGarden3%
Resort3%
Persib3%
Hariono2%
Ridwan2%
June2%
Tony2% Abanda
2%
BrandonHilton2%
TwitterGeneratedMostConversationsRegardlessofthebrandorsub-category,Twitterwasalwaysthenumberonedriverofsocialmediamentions.
ConversationsAboutAirlinesSkewedTowardMaleDemographic.HotelsGetEqualShare
NUMBEROFMENT IONS
90%
American..withbreakdownbyplatform:
90%Blogs5%
Other4%
. . .
NUMBEROFMENT IONS
80%
Marriottwithbreakdownbyplatform:
80%Facebook11%
Blogs4%
Other3%
Boards2%
. . .
. .
NUMBEROFMENT IONS
Male
60%
American..withbreakdownbygender:
Male
60%Female30%
Unknown10%
. . .
SouthwestIsMost"American"Airline,DeltaMostInternationalThehighestpercentageofconversationsaboutSouthwestoriginatedintheUnitedStatescomparedtoanyotherairlineanalyzed.DeltahadtheleastconversationsaboutthebrandoriginateintheUnitedStates.
MarriottIsMost"American"HotelBrand,RadissonIsMostInternationalMarriotthadthelargestpercentageshareofitsbrandconversationsoriginateintheUnitedStatescomparedtotheother4hotelsinthisreport.Radisson,ontheotherhand,hadthefewestnumberofmentionsaboutitcomefromtheU.S.
NUMBEROFMENT IONS
Male
45%
Marriottwithbreakdownbygender:
Male
45%Female42%
Unknown13%
. . .
NUMBEROFMENT IONS
UnitedStates
85%
Southwes..withbreakdownbylocation:
UnitedS..
85%Other11%
Canada2%
UnitedK..1%
Philippi..1%
. . .
. .
NUMBEROFMENT IONS
Other
41%
Deltawithbreakdownbylocation:
Other
41%UnitedS..33%
Japan12%
Indonesi..10%
Canada4%
. . .
. .
JetBlueIsMostEngagingAirlineTakingintoaccountboththenumberofretweetsasapercentageofalltweetsandthenumberofFacebookLikesasapercentageofFacebookpostsshowsJetBluegeneratedthemostlike/retweetactivityovertheperiodanalyzed.AmericanAirlinesandSouthwestactuallygeneratedmoreretweetsasapercentage,buthadfewerLikesasapercentagethanJetBlue.
NUMBEROFMENT IONS
UnitedStates
56%
Marriottwithbreakdownbylocation:
UnitedS..
56%Other25%
UnitedK..12%
Indonesi..4%
Canada3%
. . .
. .
NUMBEROFMENT IONS
Other
56%
Radissonwithbreakdownbylocation:
Other
56%UnitedS..23%
UnitedK..9%
Russia7%
Canada5%
. . .
. .
RETWEETS
JetBlue
Southwes..
Delta
UnitedA..
American..
UsAirwa..
19,249
19,745
84,587
23,611
60,710
9,925
0 25,000 50,000 75,000 100,000
HiltonIsMostEngagingHotelWelookedatboththepercentageofFacebookLikesaspartofSharesandthepercentageofretweetsaspartoftweetswhentryingtodecidewhichisthemostengaginghotel.EventhoughbothMarriottandHolidayInnaremoreengagingonFacebook,Hiltonisheadandshouldersaboveallotherhotelswhenitcomestoretweets,generatingasmuchas10xmoreretweetsthansomeoftheotherhotels.Retweetsmakeup28%oftheoverallnumberofmentionsaboutHilton.
instantbrandinsightspoweredbysocialmediaubervu.com|1.800.286.1624
FACEBOOKLIKES
JetBlue
Southwes..
Delta
UnitedA..
American..
UsAirwa..
15,392
6,168
47,799
9,686
6,079
16,408
0 10,000 20,000 30,000 40,000 50,000 60,000
RETWEETS
Hilton
Holiday..
Marriott
Westin
Radisson
205,128
20,975
42,794
14,960
6,429
0 50,000 100,000 150,000 200,000 250,000