Travel, December 2016 Industry Social Marketing Report Main Social Marketing Stats by Industry Report contains industry exposure in social media worldwide, without focusing on any specific region. The report is made on the basis of TOP 100 examined industry’s brand pages data analysis (selected by the number of fans) in every social network. The report is useful for brand managers, marketers, and social media marketing specialists.
Average Brand Pages Values Average Brand Pages Values Average number of brand page fans. Average number of posts within a month.
Number of Fans Number of Brand Posts
1 315 955 73
34 394 27
88 562 37
511 072 5
37 720 109
9 729 32
Stats by Social Network
Choose networks one-by-one to see regional statistics
Users Interaction Average Values in a Selected Range
26.55% Percentage of users’ questions answered by brand Response Rate
1 048 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
47.73% Percentage of users’ questions answered by brand Response Rate
1 880 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
23.75% Percentage of users’ questions answered by brand Response Rate
362 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
0% Percentage of users’ questions answered by brand Response Rate
0 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
33.25% Percentage of users’ questions answered by brand Response Rate
657 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
35.89% Percentage of users’ questions answered by brand Response Rate
1 064 min. Average Response to User's Question Time Average Response Time
Best Response Best brand according to the quality of reaction to users’ orders and questions
APL Travel Average Response Time: 249 min. Response Rate: 71% AMIQ: 153
Best Response Best brand according to the quality of reaction to users’ orders and questions
🔹Горящие туры из Алматы Average Response Time: 718 min. Response Rate: 79% AMIQ: 17
Best Response Best brand according to the quality of reaction to users’ orders and questions
Bukovel Average Response Time: 48 min. Response Rate: 100% AMIQ: 1
Best Response Best brand according to the quality of reaction to users’ orders and questions
КИРИЛЛОВКА базы отдыха: ЦЕНЫ 2017, Азовское море Average Response Time: 38 min. Response Rate: 91% AMIQ: 9
Best Response Best brand according to the quality of reaction to users’ orders and questions
Санаторий Родник Алтая в городе-курорте Белокуриха Average Response Time: 1 248 min. Response Rate: 100% AMIQ: 5
Engagement Rate Average Values in a Selected Range
0.5 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.29 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
3.48 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
2.45 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
0.06 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.04 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
0.12 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.08 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
0.37 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.11 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
0.31 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.19 Number of reactions made by 100 users per one post. Post Engagement Rate
Engaging Content Brand Pages with the highest
Post Engagement Rate
Fast-Growing Pages Fans Growth During the Reporting Period
trivago + 223 087
Booking.com + 217 690
Airbnb + 213 968
Hotels.com + 133 870
TripAdvisor + 62 680
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
0.1
Hotel Urbano 12 241 283
0
Despegar.com 9 341 350
0.01
Skyscanner 8 691 698
0.01
Holidaypirates 7 520 035
0.01
Expedia 6 244 422
0.01
Holidayguru 5 685 589
0.02
Booking.com 5 661 051
0.01
trivago 5 376 251
0.83
Airbnb 4 700 507
0.12
Fast-Growing Pages Fans Growth During the Reporting Period
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
1.97
Airbnb 1 492 055
1.02
2.43
0.58
trivago 134 075
0.72
Expedia 123 170
0.31
Rixos Hotels 114 082
0.92
booking.com 87 739
1.09
Engaging Content Brand Pages with the highest
Post Engagement Rate
Fast-Growing Pages Fans Growth During the Reporting Period
Kerala Tourism + 55 943
TripAdvisor + 30 259
MakeMyTrip.com + 5 807
Airbnb + 5 238
Travelocity + 4 749
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
0
TripAdvisor 3 387 367
0
KAYAK 793 885
0.04
Airbnb 546 658
0.04
Expedia 381 829
0.04
Kerala Tourism 376 071
0.16
0.02
Hilton Hotels 253 524
0.01
Marriott Hotels 244 902
0
0.01
Travelocity 212 788
Fast-Growing Pages Fans Growth During the Reporting Period
Airbnb + 8 546
Booking.com + 1 529
trivago + 249
CheapOair + 209
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
0
TripAdvisor 5 432 661
0
Expedia 5 248 445
0
Booking.com 5 006 772
0
Travelocity 3 989 528
0
Travel Republic 3 508 684
0
Airbnb 3 186 276
0
Carnival 2 948 120
0
Orbitz 2 903 033
0
Destinology 2 777 046
Airbnb 26.12.2016
Likes: 119 837
Comments: 4 019
Reposts: 9 458
Total Interactions: 133 314
Post Engagement Rate: 2.86

AIRBNB TRADITION No. 71: Holiday parties for fuzzy friends. For a chance to be featured, show us how your pets are getting into the holiday spirit by commenting below and using #AirbnbPets. Photo cred: Candy Higginbotham

Airbnb 28.12.2016
Likes: 106 484
Comments: 1 174
Reposts: 3 090
Total Interactions: 110 748
Post Engagement Rate: 2.37

AIRBNB TRADITION No. 73: Make new friends. If you're enjoying the holiday with a brand new bestie like Samson the dog, show us in the comments with #Airbnb. IG photo cred: @wfstr

Airbnb 17.12.2016
Likes: 85 012
Comments: 868
Reposts: 1 440
Total Interactions: 87 320
Post Engagement Rate: 1.9

Not only does Jenelle have the prettiest tree in the neighborhood, she has one of the most special trees. Hanging from one of the branches is an ornament commemorating the day she and her fiancé got engaged in a Vermont Airbnb, making every day of the holiday a celebration of love. Share your holiday decorations and stories with us in the comments using #Airbnb.

Airbnb 31.12.2016
Likes: 70 602
Comments: 1 272
Reposts: 3 132
Total Interactions: 75 006
Post Engagement Rate: 1.6

AIRBNB TRADITION No. 05: Have a non-traditional New Years Eve. Share how you’re celebrating New Year’s Eve in the comments below using #Airbnb for a chance to be featured. IG photo credit: @kylefinndempsey

Airbnb 21.12.2016
Likes: 61 616
Comments: 894
Reposts: 3 197
Total Interactions: 65 707
Post Engagement Rate: 1.42

Veronica is celebrating the holidays Airbnb style by staying cozy. If you’re also posting up by a warm fire, use #Airbnb to share it with us in the comments below. IG photo cred: @siniciliya

Airbnb 20.12.2016
Likes: 37 579
Comments: 546
Reposts: 0
Total Interactions: 38 125
Post Engagement Rate: 2.59

AIRBNB TRADITION No. 42: Take cozy to new heights. If you never make it out of this bed, head to the medieval Blue Anchor Inn for a round of skittles (the bowling game, not the candy) or a few rounds of the strong and slightly sweet Spingo ale brewed down the hall. Share how you're getting cozy this holiday season with #Airbnb for a chance to be featured. Photo cred: @elishahartwig

Airbnb 04.12.2016
Likes: 32 427
Comments: 307
Reposts: 0
Total Interactions: 32 734
Post Engagement Rate: 2.28

Suspended high above the Point Reyes National Seashore, on the top floor of a vast estate, it's easy to feel like you're drifting away. Once you're ready, bring yourself back down to earth by picking and cooking some winter greens from the terraced gardens. For a broader view, click the link in our bio. Photo cred: @_candida

Airbnb 25.12.2016
Likes: 31 922
Comments: 335
Reposts: 0
Total Interactions: 32 257
Post Engagement Rate: 2.18

Look up to take in the ethereal Northern Lights, blink away the slowly drifting snowflakes, and listen for the gentle jingle of far away sleigh bells. It's no wonder Santa spends most of his year in the North Pole. Click the link in the bio to see the cozy inside of this cabin.

Airbnb 21.12.2016
Likes: 30 290
Comments: 544
Reposts: 0
Total Interactions: 30 834
Post Engagement Rate: 2.09

Wake up to the #wintersolstice in a modern cabin nestled beneath the Canadian Rockies. The only thing that could make your 180 degree view of the snow covered forest better is the hot chocolate heating up on the stove. Step into the glow of this cabin by tapping the link in our bio.

Airbnb 28.12.2016
Likes: 29 687
Comments: 338
Reposts: 0
Total Interactions: 30 025
Post Engagement Rate: 2.02

The end of rainy season brings Ticos out for long morning hikes in the mountains and laid-back days at the beach. Come down from your home in the clouds and join them. Photo cred: @stylemetwice

Disney Cruise Line 26.12.2016
Likes: 725
Comments: 4
Reposts: 164
Total Interactions: 893
Post Engagement Rate: 0.24

Merry Christmas to all... and to all a good night! #DisneyCruise https://t.co/1ahWabS1yh

Disney Cruise Line 14.12.2016
Likes: 694
Comments: 28
Reposts: 154
Total Interactions: 876
Post Engagement Rate: 0.24

Look who joined us onboard #DisneyCruise! See all the fun Mario Lopez and family had while exploring the ship: https://t.co/MdN2nzJO3T

Hotels.com 02.12.2016
Likes: 168
Comments: 44
Reposts: 549
Total Interactions: 761
Post Engagement Rate: 0.81

Escape the holiday chaos on a #TechieTravel weekend trip for two: just you + @Logitech's hands-free #ZeroTouch. RT… https://t.co/EwqBXiBehP

Airbnb 25.12.2016
Likes: 625
Comments: 0
Reposts: 122
Total Interactions: 747
Post Engagement Rate: 0.14

Where should Santa and the reindeer go for a little rest and relaxation? https://t.co/3udlS9LQpS

Hotels.com 09.12.2016
Likes: 139
Comments: 51
Reposts: 539
Total Interactions: 729
Post Engagement Rate: 0.77

Whether they come ⬇️ the chimney or through the door, you’ll get an alert while you #TechieTravel. RT to enter to w… https://t.co/Qu4wr0CfV9

Orbitz 23.12.2016
Likes: 125
Comments: 2
Reposts: 5
Total Interactions: 132
Post Engagement Rate: 0

You’ll fa la la la fall in love with this promo code: <a href="http://bit.ly/gpSavenow" class="ot-anchor">http://bit.ly/gpSavenow</a>

Travel Republic 31.12.2016
Likes: 88
Comments: 4
Reposts: 10
Total Interactions: 102
Post Engagement Rate: 0

<a rel="nofollow" class="ot-hashtag" href="https://plus.google.com/s/%23HappyNewYear">#HappyNewYear</a> from the team at Travel Republic! Wishing our customers all the best for 2017.

Travelocity 02.12.2016
Likes: 82
Comments: 1
Reposts: 1
Total Interactions: 84
Post Engagement Rate: 0

Explore Italy and discover hidden jewels like Manarola nestled in the cliffs of the Riviera. <a href="http://travelocity.us/2ghGg7Y" class="ot-anchor">http://travelocity.us/2ghGg7Y</a>

Expedia 23.12.2016
Likes: 75
Comments: 5
Reposts: 2
Total Interactions: 82
Post Engagement Rate: 0

Explore some of Scotland&#39;s most stunning mountains and rugged coastlines, search for Nessie, and enjoy the whisky as you head North: <a href="http://bit.ly/2h5mjG2" class="ot-anchor">http://bit.ly/2h5mjG2</a> <a rel="nofollow" class="ot-hashtag" href="https://plus.google.com/s/%23OMGB">#OMGB</a>

Travelocity 22.12.2016
Likes: 76
Comments: 0
Reposts: 2
Total Interactions: 78
Post Engagement Rate: 0

Secluded white sand beaches and salt water pools exclusively <a rel="nofollow" class="ot-hashtag" href="https://plus.google.com/s/%23thereforyou">#thereforyou</a> at Occidental at Xcaret Destination <a href="http://travelocity.us/2i32hIS" class="ot-anchor">http://travelocity.us/2i32hIS</a>

Слетать.ру 22.12.2016
Likes: 10 519
Comments: 566
Reposts: 8 612
Total Interactions: 19 697
Post Engagement Rate: 9.07

🎄Новогодний розыгрыш от Слетать.Ру – дарим тур в Таиланд за репост! Давно мечтаешь посетить Бангкок или понежиться на пляжах Паттайи? Хватит мечтать – пора слетать! Участвуй в новогоднем розыгрыше от СлетатьРу и выиграй тур в Таиланд стоимостью 90 000 рублей! Мы вернем вашу веру в новогодние чудеса! Чтобы принять участие в конкурсе, необходимо: 1. Быть подписанным на Слетать.Ру: vk.com/sletat_ru 2. Сделать репост этой записи себе на страницу. Имя счастливого победителя мы определим 16 января при помощи генератора случайных чисел! Подробные правила акции: vk.com/page-56131042_53255810. Удачи! С наступающим Новым годом: http://sletat.ru/newyear/! #Таиланд@sletat_ru

Горнолыжный курорт «Солнечная долина» 06.12.2016
Likes: 4 061
Comments: 79
Reposts: 2 843
Total Interactions: 6 983
Post Engagement Rate: 27.08

Масштабный конкурс в преддверии нового года и запуска #SunnyQuest! Все максимально просто: сделайте репост этой записи, вступите в группу [club12909505|«Солнечной долины»], а 7 января мы подведем итоги! • 1 место – сезонный ски-пасс; • 2 место – ски-пасс на 40 подъемов; • 3 место – ски-пасс на 25 подъемов; • 4-10 место – сертификаты на 15 подъемов; • 11-15 место – сертификат на услуги номиналом 1 000 рублей, которые можно потратить на услуги катания и оборудования нашего комплекса. #солнечнаядолина #sunnyvalley #solidol #челябинск #екатеринбург

ГОРЯЩИЕ ТУРЫ МИНСК 08.12.2016
Likes: 2 638
Comments: 246
Reposts: 1 741
Total Interactions: 4 625
Post Engagement Rate: 28.71

😃 Разыгрываем тур на двоих во Вьетнам🌴🌴🌴 😈 🍷 ✔ Для участия нужно вступить в нашу группу и сделать репост данной записи. ✔ Закрепить запись у себя на стене ⛔ 🔥Итоги 30 декабря! Всем участникам конкурса СКИДКА на все наши услуги😊💵

Буковель 07.12.2016
Likes: 2 522
Comments: 4
Reposts: 294
Total Interactions: 2 820
Post Engagement Rate: 2.33

Что правда, то правда bit.ly/startBuka

База отдыха "Туристическая деревенька Экотель" 01.12.2016
Likes: 720
Comments: 25
Reposts: 559
Total Interactions: 1 304
Post Engagement Rate: 12.32

В честь ПЕРВОГО месяца ЗИМЫ мы решили объявить наш СУПЕР-РОЗЫГРЫШ! С СУПЕР-ПРИЗОМ - бесплатным проживанием в одном из наших Русских домиков!!! Правила просты: 1) Вступить в нашу группу https://vk.com/ecotel_kirillov 2) Сделать перепост ЭТОЙ записи к себе на страничку(нажать на "сердечко" - "мне нравится" и значок "рассказать друзьям"). 3) Не удалять эту запись до конца РОЗЫГРЫША! 4) Через 3 недели, в преддверии католического Рождества узнать РЕЗУЛЬТАТЫ - победитель будет выбран случайным образом из числа поделившихся записью. СТАРТУЕМ!!! PS: для тех, кто не хочет ждать результатов - наши двери открыты уже СЕЙЧАС! #Экотель #БазаОтдыха #Кириллов #ecotel #ecotelkirillov +7921-601-89-94, +7921-530-77-00

KupiBilet.ru – дешевые авиабилеты здесь! 13.12.2016
Likes: 502
Comments: 572
Reposts: 582
Total Interactions: 1 656
Post Engagement Rate: 6.49

Итак, друзья! Мы обещали вам новогодний конкурс с крутым подарком - ПЛАНШЕТОМ, и вот, наконец-то запускаем его! Правила очень просты: 1. Вступи в нашу группу 2. Сделай репост записи (поделись с друзьями) 3. Оставь в комментариях свой порядковый номер. (Например, если перед вами комментарий с цифрой 2 - вы должны написать номер 3, и так далее) Готово! Ждем результатов! Победителю достанется планшет ASUS Zenpad C7 Победителя определим с помощью генератора случайных чисел 28 декабря https://ok.ru

Coral Travel 04.12.2016
Likes: 644
Comments: 15
Reposts: 17
Total Interactions: 676
Post Engagement Rate: 0.47

http://www.coral.ru/

Coral Travel 22.12.2016
Likes: 445
Comments: 19
Reposts: 21
Total Interactions: 485
Post Engagement Rate: 0.34

В Сахаре выпал снег!☀❄ 19 декабря в одном из самых жарких мест на земле выпал снег! Это редкое природное явление длилось недолго, снег пролежал около суток, но вид того, как белое покрывало покоится на красных песчаных дюнах, поистине поражает воображение! За все время наблюдений снег в Сахаре выпадал два раза. Впервые это произошло 18 февраля 1979 года - тогда снежная буря длилась около получаса. Кстати, посмотреть на величайшую пустыню вы можете, отправившись в Тунис! ↪http://www.coral.ru/m

Coral Travel 02.12.2016
Likes: 412
Comments: 0
Reposts: 17
Total Interactions: 429
Post Engagement Rate: 0.3

http://www.coral.ru

ANEX TOUR (Официальная группа) 06.12.2016
Likes: 366
Comments: 4
Reposts: 17
Total Interactions: 387
Post Engagement Rate: 0.98

Кажется, на этом кадре определённо не хватает меня

Total Fans

Total Number of Brand Page Fans (subscribers, fans, followers)

Total Brand Posts

Total Number of posts (or tweets) made by brand profile during a selected time range.

Response

Kit of metrics that characterize brands in the context of operational efficiency and customer social media supply system. TOP includes brand pages which Response Rate exceeds 65%. After that rating is being sorted by AMIQ.

Response Rate

Percentage of users’ questions responded by brand (on behalf of a brand, not of brand representatives accounts). “Question” is a user’s post or a comment that includes a question mark (?).

Response Time

Average time it takes a monitored Brand Page or Profile to answer user’s questions (from user post or question comment) during a selected time range.

AMIQ

Total number of answered questions minus total ignored questions by brand.

Page Engagement Rate

Page engagement is the number of reactions made by a 100 page fans for calendar day. During the calculation we take into account the total number of page fans (snapshoted in a post publication day).

Post Engagement Rate

Post Engagement Rate – total number of reactions, made by a hundred brand page fans per one post. Rate calculation process considers total brand page fans number by the date of post publication.

Average Engagement Rate per Page

Is calculated as the sum of engagement rates for every date in the analyzed period, divided by the number of days within the period.

Average Post Engagement Rate

Is calculated as engagement rate sums of each post, published during a selected time range, divided by the total number of posts

Interactions

Any kinds of user activity on a brand page: likes, comments, reposts, retweets, etc.