Social Media in Travel
A CUSTOM SPECIAL REPORT
analyzing the volume and
sentiment of 65 of the largest
U.S. hotel brands' social
travel content.
Get your custom report for only US$4,000.
PhoCusWright's Social Media in Travel is an expansive
study that measures the size and impact of social media in travel. PhoCusWright partnered with Brand Karma by Circos, the social media analytics firm for hotels, to measure buzz (the volume of reviews/posts per brand per 100 rooms) and the encompassing Social Travel Advocacy Index (STAI—which measures sentiment or the level of satisfaction among travel reviews) of 27,000 U.S. properties of 65 major hotel brands/chains. Get custom findings for your brand and industry
segment for the following "Social Travel" sub-categories:
- Traveler review sites
- Online travel agency (OTA) hotel reviews
- Travel blogs
- Social travel guides: websites focused on building community and user-generated content
Key Findings Include
- Online traveler reviews follow an accentuated seasonal cycle of leisure travel in the U.S.—summer peaks and winter troughs.
- The online traveler review landscape is consolidated—just six sites account for more than 85% of all posted reviews.
"1,900,000 reviews analyzed across 50 websites"
- TripAdvisor may be synonymous with traveler reviews, but travelers posted three times more reviews on OTAs than on traveler review sites, as OTAs increase their focus on social content within the hotel shopping path.
- The PhoCusWright STAI Index rose sharply in 2009 amid the recession and steep decline in ADR. Traveler review sentiment and price are directly, inversely correlated.
Get an in-depth understanding of your brand's buzz to make informed, strategic decisions.
Contact PhoCusWright Sales +1 860 350-4084 x501 sales@phocuswright.com
