Understanding the  Social Media Habits of U.S. Travel Suppliers November 2009 Travel Technology Consulting Amadeus Americas
Social media is now part of daily life Social media is now part of everyone’s daily life
Key social media channels attract a substantial and growing global audience Consumers have instant access to information a...
Social media is no longer just for the young A maturing audience of decision-makers and opinion leaders: <ul><li>Age 34+ <...
Socially generated content is helping to shape consumer purchase decisions 50% - first stage of  buying cycle 66% - point ...
Consumers especially seek out social media when determining travel options Travel, recreation or leisure is the most popul...
Over 3 million travelers are seeking U.S. Travel Suppliers through these key social media channels Flickr Photo by Victori...
How are these travel brands engaging with their social audience?
Amadeus recently reviewed the social media habits of 34 Top Travel Suppliers in the U.S. KEY SOCIAL MEDIA CHANNELS <ul><li...
Why do  GOOD  social media habits   matter? DIRECT SALES <ul><li>Creating new direct distribution opportunities across the...
The average U.S. Travel Supplier is present in just over half of key social media channels
Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009 Nearly all travel segments participate in ...
Employee networking, marketing & sales orientations dominate U.S. Travel Supplier key social channel usage
Cruise Lines lead the product usage / sales orientation followed by OTAs and Resorts / Gaming segments within marketing fo...
Nearly a third of U.S. Travel Supplier social channels have been inactive for over 6 months
Some of the most inactive U.S. Travel Supplier social channels include MySpace (72%) and Twitter (44%) U.S. Travel Supplie...
Two-thirds of U.S. Travel Supplier have social media channels with low engagement levels
YouTube and Facebook Fan Pages are equally lacking in social conversation levels Online Travel Agencies and Cruise Lines h...
Twitter drives 84% of the U.S. Travel Supplier social audience
Airlines and OTAs attract the highest social audience share within their key social media channels  Twitter is the largest...
The average U.S. Travel Supplier maintains low brand share of voice levels within social media
Status Updates are the largest primary source of brand name mentions for Airlines and Online Travel Agencies  Source: Unde...
Facebook Groups are the largest source of negative branding for nearly all U.S. Travel Suppliers
Brandjacking or “posing” by third parties is more prevalent within Blogs, MySpace and YouTube  Airlines are the most negat...
Less than a third of U.S Travel Suppliers are integrating their social media channels
Cruise Lines and Airlines are cross-integrating their social footprint better than their industry peers When U.S. Travel S...
A few research insights about Airlines… Flickr Photo by Harrogate, April 4, 2009 <ul><li>Strong multiple brand presences w...
A few research insights about Car Rental <ul><li>71% of their social audience is Twitter </li></ul><ul><li>Top segment for...
A few research insights about Cruise Lines… <ul><li>Highest social media channel presence (6-8 channels per brand) </li></...
A few research insights about Hotels… <ul><li>Avid users of podcasts </li></ul><ul><li>Highest numbers of multiple LinkedI...
A few research insights about the OTAs… Flickr Photo by Harrogate, April 4, 2009 <ul><li>Second largest users of blogs </l...
U.S. Travel Supplier social media habits are headed in the right direction, but must improve <ul><li>Engaging customers pr...
Most U.S. Travel Suppliers are not tapping into the full potential of an  integrated  Social Web
Top Airlines need a strategy or they will get left behind Travel Suppliers need an integrated social strategy, or risk bei...
SOCIAL  should now be part of your DNA at every customer touch point Post-Trip Inspire Pre-Trip Book Travel Shop Integrate...
Travel Suppliers must prepare for the new rules of the   Social   Web <ul><li>Consumer incentives/motives for purchase beh...
A few things you might be thinking about as you continue your journey into social… <ul><li>How will your social programs  ...
Get a total view of your social landscape Flickr Photo by Digital Breakout, October 17, 2009 Learn More: C. Michelle Batte...
 
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Understanding the Social Media Habits of U.S. Travel Suppliers

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A research study examining the social media habits of U.S. Travel Suppliers (airlines, car rental, cruise line, hotel, online travel agency and resorts / gaming segments). Includes insights about channel presence, social audience, brand share of voice, connection frequency, negative branding presence, engagement levels and website and cross-integration depth.

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Understanding the Social Media Habits of U.S. Travel Suppliers

  1. 1. Understanding the Social Media Habits of U.S. Travel Suppliers November 2009 Travel Technology Consulting Amadeus Americas
  2. 2. Social media is now part of daily life Social media is now part of everyone’s daily life
  3. 3. Key social media channels attract a substantial and growing global audience Consumers have instant access to information and are more connected than ever 17M+ uniques 2,681% growth 300M+ uniques 97% growth 8M+ uniques 320% growth 346M+ uniques 100M+ uniques 45% growth 100M+ uniques 32% growth 147M+ uniques 91% growth Source: ComScore Metrics 2008, 2009; Note MySpace, YouTube and LinkedIn data are U.S. only
  4. 4. Social media is no longer just for the young A maturing audience of decision-makers and opinion leaders: <ul><li>Age 34+ </li></ul><ul><li>College-educated </li></ul><ul><li>Professional and Managerial </li></ul><ul><li>Log in 2-3 times per week </li></ul><ul><li>Stay in touch with peers / colleagues </li></ul><ul><li>Find trusted information quickly </li></ul><ul><li>Solve problems / get help </li></ul>Source: Generations – Pew Internet Life Project, 2009 Flickr Photos by InDollars, January 1, 2009 and PayABluishOak February 11, 2009
  5. 5. Socially generated content is helping to shape consumer purchase decisions 50% - first stage of buying cycle 66% - point of purchase 21% of blog readers say blogs help them decide on a product or service Sources: Opinion Research Group, April 15, 2009 and BuzzLogic Study, March 2009
  6. 6. Consumers especially seek out social media when determining travel options Travel, recreation or leisure is the most popular category of products/services investigated online (80%) Travel related interests are in the top 5 key categories for blog readers (12%) Sources: Opinion Research Group, April 15, 2009 and BuzzLogic Study, March 2009
  7. 7. Over 3 million travelers are seeking U.S. Travel Suppliers through these key social media channels Flickr Photo by Victoria Peckham, June 10, 2006 Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  8. 8. How are these travel brands engaging with their social audience?
  9. 9. Amadeus recently reviewed the social media habits of 34 Top Travel Suppliers in the U.S. KEY SOCIAL MEDIA CHANNELS <ul><li>Brand Presence </li></ul><ul><li>Usage Orientation </li></ul><ul><li>Connection Frequency </li></ul><ul><li>Engagement Activity </li></ul><ul><li>Audience Share </li></ul><ul><li>Brand Share of Voice </li></ul><ul><li>Negative Brand Presence </li></ul><ul><li>Integration Depth </li></ul>ANALYSES DIMENSIONS TRAVEL SEGMENTS <ul><li>Airlines </li></ul><ul><li>Car Rental </li></ul><ul><li>Cruise Lines </li></ul><ul><li>Hotels </li></ul><ul><li>OTAs </li></ul><ul><li>Resorts / Gaming </li></ul>
  10. 10. Why do GOOD social media habits matter? DIRECT SALES <ul><li>Creating new direct distribution opportunities across the social web </li></ul><ul><li>Creating new consumer-sourced product / service offerings </li></ul><ul><li>Extend current product / service offerings through new consumer networks </li></ul>COST SAVINGS <ul><li>Streamline call center volumes to handle most complex cases </li></ul><ul><li>Optimize customer care personnel throughout the travel experience </li></ul><ul><li>Leverage the wisdom of the crowd to inform customer service, supply chain and research & development </li></ul>REVENUE GENERATION <ul><li>Enable adaptive pricing to meet socially-driven seat / room demand </li></ul><ul><li>Creating value-driven ancillary services demand </li></ul>CUSTOMER SATISFACTION <ul><li>Become more proactive and collaborative with customers in servicing their needs and desires </li></ul><ul><li>Gain a more holistic understanding of customer behaviors </li></ul><ul><li>Create stickier customer loyalty </li></ul>
  11. 11. The average U.S. Travel Supplier is present in just over half of key social media channels
  12. 12. Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009 Nearly all travel segments participate in every channel with the exception of virtual worlds and iPhone applications U.S. Travel Suppliers primary presence exists within LinkedIn and Facebook at (27%) followed by Twitter (14%)
  13. 13. Employee networking, marketing & sales orientations dominate U.S. Travel Supplier key social channel usage
  14. 14. Cruise Lines lead the product usage / sales orientation followed by OTAs and Resorts / Gaming segments within marketing focused channels U.S. Travel Suppliers primarily use Blogs, iPhone applications and Twitter to drive product usage and sales Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  15. 15. Nearly a third of U.S. Travel Supplier social channels have been inactive for over 6 months
  16. 16. Some of the most inactive U.S. Travel Supplier social channels include MySpace (72%) and Twitter (44%) U.S. Travel Suppliers most recent social media adoption occurred within iPhone (86%) followed by Twitter (60%) Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  17. 17. Two-thirds of U.S. Travel Supplier have social media channels with low engagement levels
  18. 18. YouTube and Facebook Fan Pages are equally lacking in social conversation levels Online Travel Agencies and Cruise Lines have the highest engagement levels amongst U.S. Travel Suppliers Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  19. 19. Twitter drives 84% of the U.S. Travel Supplier social audience
  20. 20. Airlines and OTAs attract the highest social audience share within their key social media channels Twitter is the largest source of U.S. Travel Suppliers’ social audience; 10% have individual audiences exceeding 100K to 1 million followers Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  21. 21. The average U.S. Travel Supplier maintains low brand share of voice levels within social media
  22. 22. Status Updates are the largest primary source of brand name mentions for Airlines and Online Travel Agencies Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009 Brand name mentions are primarily thru status updates and photos for 82% of U.S. Travel Suppliers
  23. 23. Facebook Groups are the largest source of negative branding for nearly all U.S. Travel Suppliers
  24. 24. Brandjacking or “posing” by third parties is more prevalent within Blogs, MySpace and YouTube Airlines are the most negatively branded within Facebook Groups; the largest number of groups for a single air carrier is 13 Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  25. 25. Less than a third of U.S Travel Suppliers are integrating their social media channels
  26. 26. Cruise Lines and Airlines are cross-integrating their social footprint better than their industry peers When U.S. Travel Suppliers feature social media on their Home Page, it is most likely a Blog and / or Twitter channel Source: Understanding the Social Media Habits of U.S. Travel Suppliers, 4Q,2009
  27. 27. A few research insights about Airlines… Flickr Photo by Harrogate, April 4, 2009 <ul><li>Strong multiple brand presences within social channels (11-20 / per brand) </li></ul><ul><li>Attracts the top Twitter audiences (500K+ and 1M+ followers) </li></ul><ul><li>Very negatively-branded segment </li></ul><ul><li>Focused use of key social media channels for recruiting and community building </li></ul><ul><li>Most engaged of Travel YouTube Channels: </li></ul><ul><ul><li>91.16% of comments posted </li></ul></ul><ul><ul><li>71.69% of channel views </li></ul></ul><ul><ul><li>61.13% of videos watched </li></ul></ul>
  28. 28. A few research insights about Car Rental <ul><li>71% of their social audience is Twitter </li></ul><ul><li>Top segment for brand name mentions within social networks </li></ul><ul><li>Highest percentage of social media channels oriented for employee networking </li></ul><ul><li>One of the least engaged segments, especially within YouTube </li></ul><ul><ul><li>0% channel comments </li></ul></ul><ul><ul><li><1% channel views </li></ul></ul>
  29. 29. A few research insights about Cruise Lines… <ul><li>Highest social media channel presence (6-8 channels per brand) </li></ul><ul><li>Consistently feature at least one social media channel on Home Page </li></ul><ul><li>Strongest social cross-channel integration amongst Travel Suppliers </li></ul><ul><li>84% of their social audience comes from Facebook Fan pages </li></ul><ul><li>Primary brand mentions comes from photos </li></ul><ul><li>Focused used of key social media channels for product usage / sales </li></ul>
  30. 30. A few research insights about Hotels… <ul><li>Avid users of podcasts </li></ul><ul><li>Highest numbers of multiple LinkedIn Groups per hotel brand </li></ul><ul><li>Key social media channels typically not featured on Home Page except for blogs </li></ul><ul><li>77% of their social audience comes from Twitter </li></ul><ul><li>Primary brand mentions come from photos followed by status updates </li></ul><ul><li>Least number of inactive social media channels </li></ul><ul><li>The only travel segment using virtual worlds </li></ul>Flickr Photo by Ashig Thobani, July 28, 2008
  31. 31. A few research insights about the OTAs… Flickr Photo by Harrogate, April 4, 2009 <ul><li>Second largest users of blogs </li></ul><ul><li>Feature nearly all types of social media channels on their Home Pages </li></ul><ul><li>65% of their social audience comes from Twitter </li></ul><ul><li>Second most negatively branded travel segment </li></ul><ul><li>Primary brand mentions comes solely from status updates </li></ul>
  32. 32. U.S. Travel Supplier social media habits are headed in the right direction, but must improve <ul><li>Engaging customers proactively through Facebook and Twitter </li></ul><ul><li>Monitoring and responding to comments, questions and requests from customers </li></ul><ul><li>Featuring active social media channels on Home Pages and within the corporate website </li></ul><ul><li>Showing the human side through biography and other social content </li></ul><ul><li>Reach out to customers within negatively-branded communities </li></ul><ul><li>Increase cross-integration of social media channels online and offline </li></ul><ul><li>Step up daily dialogue with customers and prospects via status updates, that are not solely promotional in nature </li></ul><ul><li>Provide links to useful category content, not just your own </li></ul>GOOD HABITS TO MAINTAIN NEW HABITS TO DEVELOP
  33. 33. Most U.S. Travel Suppliers are not tapping into the full potential of an integrated Social Web
  34. 34. Top Airlines need a strategy or they will get left behind Travel Suppliers need an integrated social strategy, or risk being left behind Flickr Photo by Zach Stern, May 21, 2009
  35. 35. SOCIAL should now be part of your DNA at every customer touch point Post-Trip Inspire Pre-Trip Book Travel Shop Integrated SOCIAL Marketing Socialize Your Customer Touch Points
  36. 36. Travel Suppliers must prepare for the new rules of the Social Web <ul><li>Consumer incentives/motives for purchase behaviors and decisions are highly contextual </li></ul><ul><li>Consumers are requiring personal economies of value in order to conduct business with brands </li></ul><ul><li>Transparency and openness dictate the message through verifiable trust agents </li></ul><ul><li>Consumers expect their relationships and identity to be portable across the social landscape </li></ul>
  37. 37. A few things you might be thinking about as you continue your journey into social… <ul><li>How will your social programs scale within your enterprise to meet fast-growing consumer demand? </li></ul><ul><li>Do you know what investment is required to grow your social footprint and deliver new levels of products and services? </li></ul><ul><li>What are the key performance indicators that will truly help you gauge and direct your social efforts? </li></ul><ul><li>What is your strategy to manage and protect brand and consumer social conversations and data? </li></ul><ul><li>How will social play a role in determining the products and services you develop and offer to the market? </li></ul>Do you have the right partner to help?
  38. 38. Get a total view of your social landscape Flickr Photo by Digital Breakout, October 17, 2009 Learn More: C. Michelle Batten - Travel Technology Consultant, Social Business [email_address] @iMediaMichelle

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