The document analyzes the social media habits of major Indian travel and tourism brands on Facebook and Twitter over a one month period. On Facebook, MakeMyTrip led in engagement score and number of replies to fans, while Goibibo had the most fans. On Twitter, iXiGo had the most tweets while MakeMyTrip responded most quickly to followers. The document provides metrics on posts, growth rates, and response times for various brands on both platforms.

1. Social Media Habits of
Travel & Tourism Brands in India
A Facebook and Twitter Performance Report
Time Period: January 2013

2. Facebook

3. MakeMyTrip leads the pack on Facebook with an Unmetric Score of 56.
56
48
43 43
40
37
35
32
26
22
0
10
20
30
40
50
60
Unmetric Score

4. Goibibo has the highest number of fans on Facebook with 688,821 fans , followed closely by
MakeMyTrip with 674,504 fans.
688,821 674,504
599,201 576,013 567,849
352,981
274,502 261,274
110,380 88,621
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Number of Fans

5. EaseMyTrip.com has ramped up its fan size much faster with a fan growth rate of 54.9% and
Expedia India has lost some fans during the same period.
54.90%
14.20% 12.90% 12.80%
9.70%
7.30%
4% 2.70% 1.80%
-0.07%
-10.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Fan Growth Rate %

6. MakeMyTrip, with an engagement score of 124, has better engaged with its fans among the
brands analyzed.
124
88
67
56
48
43
37
31 30
15
0
20
40
60
80
100
120
140
Engagement Score

7. Travel & Tourism brands have posted more number of updates on their Facebook page
about ‘Travel Destination’ and ‘Deals’ and this has resulted in higher levels of engagement.
0
10
20
30
40
50
60
70
80
0
20
40
60
80
100
120
140
Fan Photos Festive Offers Contest Travel
Destination
Info
Engagement
Oriented
Posts
Corporate
Social
Responsibilty
Question to
Fans
Deals Brand News
Content Strategy
Number of Posts Engagement Score

8. MakeMyTrip has replied the most to its fans’ queries with a staggering 92 replies.
92
47
18 16
6 6
0
10
20
30
40
50
60
70
80
90
100
MakemyTrip Yatra.com Thomas Cook
India
Cox and Kings
India
iXiGo Expedia.co.in
Number of Replies

9. MakeMyTrip has been the quickest to reply to its fans’ queries among the brands analyzed.
37:06:33
23:50:59
22:25:59
20:11:03
11:30:44
6:22:24
Expedia.co.in
Thomas Cook India
Yatra.com
Cox and Kings India
iXiGo
MakemyTrip
Average Response Time

10. Twitter

11. Goibibo leads the pack on Twitter with an Unmetric Score of 28.
28
25 25
24 24
23
20
19 19
18
0
5
10
15
20
25
30
Unmetric Score

12. EaseMyTrip.com has the highest number of followers on Twitter with more 10,000
followers.
10,040
7,148
6,781
4,438
2,742 2,544 2,298
1,433
891 694
0
2,000
4,000
6,000
8,000
10,000
12,000
Number of Followers

13. Thomas Cook India ramped up its follower base on Twitter by a whopping 43.8%
43.80%
7.90% 7.80% 7.10%
4% 3.10% 2.70% 2.40% 2.10% 1.50%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Fan Growth Rate %

14. iXiGo has been the most prolific tweeter with more than 600 tweets.
665
550
456
316
221
170
133 132
104
49
0
100
200
300
400
500
600
700
Number of Tweets

15. iXiGo has replied the most to its followers’ queries via Twitter followed closely by ClearTrip.
224
214
68 62
48
34 27
5 2
-
50
100
150
200
250
Number of Replies

16. Most of replies by the Travel & Tourism brands were plain text. ClearTrip was the most
apologetic brand with 63 apologies.
11
31 32 27
68
515
0
100
200
300
400
500
600
Request to DM Request to
Contact
Request to View
a Link
Request for
Email
Brand Apology Plain Text
Types of Replies

17. MakeMyTrip has been the quickest to reply to its followers’ queries on Twitter with an
Average Response Time of 50 minutes.
31:11:32
30:24:47
22:13:52
18:48:53
16:39:37
16:05:34
11:53:22
2:50:34
0:50:30
Via.com
Cox and Kings India
Thomas Cook India
iXiGo
Expedia.co.in
Cleartrip
Yatra.com
Goibibo
MakemyTrip
Average Response Time

18. • Contact Us-
• Twitter= @ishanconsult
• Facebook=
www.fb.com/ishanconsult
• Skype=ivinfotech
• Mail= ivinfotech@gmail.com