Marriott is the world’s favourite hotel brand, Airbnb the most loved travel site and our national carrier the tenth best-loved travel brand globally, according to social media watchers.
The analytics platform NetBase this week released its annual Social Media Industry Report 2018 Travel and Hospitality, using social analytics technology to examine the most popular brands across five categories including airlines, car rentals, cruise lines, hotels and travel sites.
The report examines trends and overall performance of selected brands based on conversations across social networks, review sites, blogs, forums and news sites worldwide. Social mentions, reach, awareness and net sentiment are among the markers used to differentiate between them.
On the list of global giants, the appearance of Qantas as one the most discussed and appreciated brands is a pat on the back for the flying kangaroo.
“Social media plays an extensive role in how customers feel about travel and hospitality brands, and where they choose to spend their vacation time,” said the group’s chief marketing officer, Paige Leidig.
“Most consumers have a limited amount of vacation time and turn to social media for recommendations.”
The Top 10 includes:
Marriott – 1
Four Seasons Hotels and Resorts – 2
Hilton – 3
Airbnb – 3
American Airlines – 3
Royal Caribbean Cruises – 4
JetBlue – 5
Southwest Airlines – 5
United Airlines – 6
Singapore Airlines – 7
Delta Airlines – 7
Cathay Pacific Airlines – 8
The Ritz-Carlton – 9
Hyatt – 10
Qantas Airlines – 10
Trip Advisor was judged the second best travel site after Airbnb, coming in at number 12 on the global brand chart.
NetBase argues that how customers feel about a brand directly impacts on whether or not they spend their holidays with it, as thousands of brands compete for their attention.
Comparing brands across conversation themes allows industry players to identify their strengths and weaknesses across a range of areas, from operations to web content.
The report also found that:
- Airline brands dominated the social conversation for travel and hospitality brands in 2018, with 58 percent of the share of voice for all brands on the list – despite only making up 25 percent of the brands NetBase researched.
- Hotels accounted for 33 percent of the top ten brands, and scored the second highest average ranking for net sentiment and passion (behind cruise lines).
- Travel Sites accounted for ten percent of the conversation, with most of their conversations take place on forums and Instagram.
The research mapped each category using volume (number of conversations), passion intensity (how strongly consumers feel about a brand) and net sentiment (how consumers feel about a brand’s marketing, customer service and products) to determine its place on the list.
It also used a ‘Brand Passion Index’ – which provides a gauge of how the brand is received. For example, a brand with a low net sentiment but a high passion intensity is hated, whereas a brand with a high net sentiment but low passion intensity is liked, but not loved.