TRAVEL & HOSPITALITY INDUSTRY SNAPSHOT - SUMMER 2013 This report showcases marketing insights derived from analyzing social media data around some of the most popular brands in the Travel & Hospitality industry over the summer of 2013 by using ubervu The brands selected are: Southwest Airlines, American Airlines, JetBlue, US Airways, Delta, United Airlines, Hilton, Holiday Inn, Marriott, Westin, Radisson We monitored Twitter, Facebook, blogs, news sites, image sharing and video sharing platforms between May 10th 2013 and July 10th 2013 Each mention was then automatically tagged for sentiment, gender, location, language and the most important phrases were extracted from it in order to compute key metrics and create conversation maps The result is a simple snapshot of key events and insights around the Travel & Hospitality industry between May 10th and July 10th External, Brand Unrelated Events Have Huge Impact On Brand Conversations During the two month period analyzed we found multiple events that caused spikes in the volume of brand mentions as well as sentiment for many of the brands selected for this report Most of these events had a short lifespan, a few days at most, but their impact is clearly visible in the overall brand conversation maps months later for some of the brands Some of the events were spontaneous, classic cases of Reputation/Crisis Management Others were either known in advance, or the brand simply capitalized on a somewhat related event by using real-time marketing techniques CONVERSAT ION MAP for AMERICAN AIRLINES 2 American Airlines Arena Miami 10 % Heat 2013 18 % Airlines Arena Dallas s service Miami Heat San Antonio "American Airlines Arena", "Miami" and "Heat" are words that make up a really big part of the conversation about American Airlines in May, June and July Sponsoring the sports arena brought them huge exposure that's clearly visible by looking at social media conversations ubervu's conversation maps like the one for American Airlines above automatically gathers and analyzes all publicly-available mentions of that keyword on available social media newtworks, sorting the most commonly-used words and phrases into an easy-to-read infographic Note that the US Airways merger, an important media event, does not show up on the conversation map
CONVERSAT ION MAP for SOUT HWEST 3 s North West service 7 % 7 % delayed airport love hours LUV On June 15th 2013, Kim Kardashian and Kanye West's baby North West was born Reacting to the news, talk show host Jimmy Fallon posted a tweet that was retweeted over 6,200 times The echoes of that tweet can be clearly seen on Southwest Airlines conversation map months later Kim and Kanye have named their daughter North West Or as Southwest Airlines put it, Please don't have a second child #fallonmono jimmy fallon (@jimmyfallon) June 22, 2013 That same day Southwest Airlines experienced a computer glitch that grounded 250 s Hundreds expressed their anger at being delayed, yet "delayed" makes up a tiny part of the Southwest Airlines conversation map Hilton with breakdown by location: Other 33% Other United S 33% 30% Indonesi 11% Turkey 17% United K 8% 75,000 50,000 25,000 0 13 May 20 May 27 May 3 Jun 10 Jun 17 Jun 24 Jun 1 Jul 8 Jul Hilton
Hilton brand conversations were affected by the Turkish protests in late May and June twice, which caused 2 huge spikes in daily mentions Even though Hilton was mentioned in this context for only a few days, that still led to 17% of Hilton-related conversations between May 10th and July 10th to originate in Turkey Most of the Turkish tweets were related to a police raid of a Hilton hotel in search of protesters who were allegedly hiding there CONVERSAT ION MAP for JET BLUE 28 % Sidney Crosby s love 7 % JFK airport s attendants Boston The Boston Bruins and Pittsburgh Penguins battled it out in early June in the National Hockey League's Stanley Cup Playoffs The day after the Bruins took an early 2-0 lead in the series, the pilot of a Boston-based JetBlue returning home from Pittsburgh overheard that a baby on the was crying He then proceeded to ask via the intercom if the tantrum-thrower was none other than Sidney Crosby (Penguins captain), unaware that the was packed with Boston media Baby crying in back of Jet Blue packed w/boston media Pilot just got on intercom and asked if "Sidney Crosby was in the back crying" Joe Haggerty (@HackswithHaggs) June 4, 2013 Over a month later, on July 10th, Sidney Crosby was still the number two most talked about topic on JetBlue's conversation map over the two month period analyzed CONVERSAT ION MAP for US AIRWAYS 28 % merger service delayed American Airlines American s airport Charlotte hours delay Airlines gate check US Airways's conversation map is dominated by the American Airlines merger ("American Airlines", "American", "merger") However, news of the merger does not show up on American Airlines's conversation map
CONVERSAT ION MAP for HOLIDAY INN hotel 20 % Holiday Inn Express 1 450 Capitol motel Suites I'm at Holiday Inn 2013 at the Holiday Inn 1 night room the Holiday Inn stay June Resort July hotels tonight A hip-hop party held at the Holiday Inn at 450 Capitol, Atlanta, GA, dominated the conversation about Holiday Inn for over a week, and is still visible on the brand's conversation map EXPOSURE 1,500,000 1,000,000 500,000 0 13 May 20 May 27 May 3 Jun 10 Jun 17 Jun 24 Jun 1 Jul 8 Jul Radisson Obama visited Senegal in late June and stayed at the Radisson Conversations about the visit originating in Senegal caused a small spike in mentions and exposure around the 27th of June Hotel Industry Sentiment Far More Positive Than Airline Industry Sentiment Only the sentiment of one, JetBlue, is higher than the lowest sentiment of any hotel brand analyzed However, the word "love" shows up on 3 s' and 3 hotels' conversation maps The word "" shows up on 5 hotels' and 5 s' conversation maps This result could be explained by the larger number of customer service complaints in social media for the industry compared to the hotel industry
OVERALL SENT IMENT American 010% Delta 014% United A 002% JetBlue 023% Southwes 013% Us Airwa 002% 0% 005% 010% 015% 020% 025% OVERALL SENT IMENT Hilton 020% Holiday Marriott 025% 025% Westin Radisson 027% 028% 0% 010% 020% 030% CONVERSAT ION MAP for JET BLUE 28 % Sidney Crosby s love 7 % JFK airport s attendants Boston CONVERSAT ION MAP for HILT ON hotel 20 % at the Hilton 1 love night Hariono Ridwan Hilton Hotel 2013 I'm at Hilton room Hilton Garden Resort Persib June Tony Abanda Hilton Garden Inn Brandon Hilton
Twitter Generated Most Conversations Regardless of the brand or sub-category, Twitter was always the number one driver of social media mentions American with breakdown by platform: T witter 90% Twitter Blogs 90% 5% Other 4% Marriott with breakdown by platform: T witter 80% Twitter Facebook 80% 11% Other 3% Blogs 4% Boards 2% Conversations About Airlines Skewed Toward Male Demographic Hotels Get Equal Share American with breakdown by gender: Male 60% Male Female 60% 30% Unknown 10%
Marriott with breakdown by gender: Male 45% Male Female 45% 42% Unknown 13% Southwest Is Most "American" Airline, Delta Most International The highest percentage of conversations about Southwest originated in the United States compared to any other analyzed Delta had the least conversations about the brand originate in the United States Southwes with breakdown by location: United States 85% United S Other 85% 11% United K 1% Canada 2% Philippi 1% Delta with breakdown by location: Other 41% Other United S 41% 33% Indonesi 10% Japan 12% Canada 4% Marriott Is Most "American" Hotel Brand, Radisson Is Most International Marriott had the largest percentage share of its brand conversations originate in the United States compared to the other 4 hotels in this report Radisson, on the other hand, had the fewest number of mentions about it come from the US
Marriott with breakdown by location: United States 56% United S Other 56% 25% Indonesi 4% United K 12% Canada 3% Radisson with breakdown by location: Other 56% Other United S 56% 23% Russia 7% United K 9% Canada 5% JetBlue Is Most Engaging Airline Taking into account both the number of retweets as a percentage of all tweets and the number of Facebook Likes as a percentage of Facebook posts shows JetBlue generated the most like/retweet activity over the period analyzed American Airlines and Southwest actually generated more retweets as a percentage, but had fewer Likes as a percentage than JetBlue RET WEET S JetBlue Southwes Delta United A 19,249 19,745 23,611 84,587 American 60,710 Us Airwa 9,925 0 25,000 50,000 75,000 100,000
FACEBOOK LIKES JetBlue Southwes Delta 6,168 15,392 47,799 United A 9,686 American 6,079 Us Airwa 16,408 0 10,000 20,000 30,000 40,000 50,000 60,000 Hilton Is Most Engaging Hotel We looked at both the percentage of Facebook Likes as part of Shares and the percentage of retweets as part of tweets when trying to decide which is the most engaging hotel Even though both Marriott and Holiday Inn are more engaging on Facebook, Hilton is head and shoulders above all other hotels when it comes to retweets, generating as much as 10x more retweets than some of the other hotels Retweets make up 28% of the overall number of mentions about Hilton RET WEET S Hilton 205,128 Holiday 20,975 Marriott 42,794 Westin Radisson 6,429 14,960 0 50,000 100,000 150,000 200,000 250,000 instant brand insights powered by social media ubervucom 18002861624