The document analyzed the social media habits of major travel and tourism brands in India on Facebook and Twitter for January 2013. On Facebook, MakeMyTrip led with the highest engagement score and was the fastest responder. Goibibo and MakeMyTrip had the most fans. On Twitter, iXiGo tweeted the most and had the highest number of replies, while MakeMyTrip again responded fastest to queries. The document contained performance metrics for key social media metrics to benchmark the brands.

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

2. Facebook

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

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

5. Fan Growth Rate %
60.00%
54.90%
50.00%
40.00%
30.00%
20.00%
14.20% 12.90% 12.80%
9.70%
10.00% 7.30%
4% 2.70% 1.80%
0.00%
-0.07%
-10.00%
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.

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

7. Content Strategy
140 80
120 70
60
100
50
80
40
60
30
40
20
20 10
0 0
Fan Photos Festive Offers Contest Travel Engagement Corporate Question to Deals Brand News
Destination Oriented Social Fans
Info Posts Responsibilty
Number of Posts Engagement Score
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.

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

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

10. Twitter

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

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

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

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

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

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

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