Travel, June 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
780 209 101
22 258 19
77 078 49
30 718 100
Stats by Social Network
Choose networks one-by-one to see regional statistics
Users Interaction Average Values in a Selected Range
7.78% Percentage of users’ questions answered by brand Response Rate
548 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
31.81% Percentage of users’ questions answered by brand Response Rate
731 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
17.41% Percentage of users’ questions answered by brand Response Rate
549 min. Average Response to User's Question Time Average Response Time
Users Interaction Average Values in a Selected Range
17.33% Percentage of users’ questions answered by brand Response Rate
603 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
Курорт Алемасова Тобольск Average Response Time: 12 min. Response Rate: 100% AMIQ: 1
Best Response Best brand according to the quality of reaction to users’ orders and questions
Airbnb Russia Average Response Time: 24 min. Response Rate: 100% AMIQ: 1
Engagement Rate Average Values in a Selected Range
0.79 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.27 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
3.83 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
2.66 Number of reactions made by 100 users per one post. Post Engagement Rate
Engagement Rate Average Values in a Selected Range
0.1 Number of reactions made by 100 users on a brand page per calendar day Page Engagement Rate
0.05 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
0.13 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
Skyscanner + 308 966
lastminute.com + 249 904
Holidaypirates + 159 511
trivago + 140 039
Holidayguru + 125 717
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
0
Hotel Urbano 12 309 344
0
Despegar.com 9 045 626
0.01
Skyscanner 8 513 632
0
Holidaypirates 6 823 610
0.03
Expedia 5 968 402
0.01
Holidayguru 5 065 518
0.05
Booking.com 4 888 708
0
trivago 4 061 521
0.02
TripAdvisor 3 313 742
0
Marriott Hotels 2 329 861
Engaging Content Brand Pages with the highest
Post Engagement Rate
Fast-Growing Pages Fans Growth During the Reporting Period
Airbnb + 61 503
trivago + 8 217
bookingcom + 6 674
Expedia + 4 970
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
1.25
Airbnb 1 057 790
1.08
1.74
Rixos Hotels 108 626
0.96
Expedia 90 310
1.08
0.87
trivago 47 844
1.27
bookingcom 41 874
Engaging Content Brand Pages with the highest
Post Engagement Rate
Fast-Growing Pages Fans Growth During the Reporting Period
Airbnb + 9 623
TripAdvisor + 7 981
trivago + 3 258
Expedia + 2 701
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
0.01
TripAdvisor 3 162 689
0
KAYAK 777 642
0.09
Airbnb 497 181
0.06
Expedia 358 031
0.19
0.05
Hilton Hotels 239 920
0.02
Marriott Hotels 230 621
0
0.07
Travelocity 200 489
0.02
Barceló Hotels 171 758
TOP-10 Brand Pages by the Number of Fans Sum of Page Fans
and Average Brand Page
Engagement
MakeMyTrip.com 14.06.2016
Likes: 40 719
Comments: 64
Reposts: 17
Total Interactions: 40 800
Post Engagement Rate: 2.21

It is MakeMyTrip's Trippy Tuesday! Flat Rs. 1,200 Off* on Domestic Flights! Only on the mobile app! Hurry! Book Now!

Bamboo Club 05.06.2016
Likes: 3 724
Comments: 316
Reposts: 34 719
Total Interactions: 38 759
Post Engagement Rate: 77.05

MakeMyTrip.com 14.06.2016
Likes: 37 242
Comments: 82
Reposts: 111
Total Interactions: 37 435
Post Engagement Rate: 2.03

Mamma Mia! The Italians are on a roll. Here’s our expert guide that will help you understand Italy’s game plan. #EuropeTravelCup http://buff.ly/1VXeZJm

MakeMyTrip.com 14.06.2016
Likes: 36 522
Comments: 76
Reposts: 38
Total Interactions: 36 636
Post Engagement Rate: 1.99

This clash between the eastern giants – Russia and Slovakia, can’t be missed! Read on and decide where you will go. #EuropeTravelCup buff.ly/1WMDHNz

Skyscanner 29.06.2016
Likes: 31 802
Comments: 325
Reposts: 2 276
Total Interactions: 34 403
Post Engagement Rate: 18

Скучаю по тебе! Твой отпуск 🌴

Airbnb 21.06.2016
Likes: 20 475
Comments: 218
Reposts: 0
Total Interactions: 20 693
Post Engagement Rate: 2

Paris is magical in the summer. Follow Airbnb on Snapchat [👻: airbnb] to see more of the City of Lights through the lens of @doyoutravel

Airbnb 28.06.2016
Likes: 17 375
Comments: 258
Reposts: 0
Total Interactions: 17 633
Post Engagement Rate: 1.67

The Craftsman house that macrame artist Emily Katz shares with her partner Adam Porterfield is forever evolving. “Our house is its own living expression," Emily explains. "It’s a project that will never be done… and we love it that way.” From the driftwood light fixtures to the macrame hanging plant baskets, everything in the home has been carefully curated and crafted, resulting in a look that Emily describes as wabi-sabi meets new bohemian. Whatever it is, we love it. Follow us on Snapchat 👻: [@airbnb] for a tour of @emily_katz and @goldenruledesign home and favorite neighborhood gems. 📸 cred: @michaeljspear

Airbnb 30.06.2016
Likes: 16 413
Comments: 195
Reposts: 0
Total Interactions: 16 608
Post Engagement Rate: 1.57

Picturesqueness is literally everywhere. With a view like this it almost seems as if there was no need to step outside of your Italian Airbnb home in Manarola, Italy. It is truly a great destination to do nothing but clear your mind. #LiveThere Photo cred: @travelwithdrawals

Airbnb 13.06.2016
Likes: 15 186
Comments: 336
Reposts: 0
Total Interactions: 15 522
Post Engagement Rate: 1.51

Bath near a crackling fire: a different take on a hot tub. Nestled within acres of organic veggies in rural Washington, you can spot the ingredients for your salad while enjoying a soak. #BelongAnywhere Click the link in our bio to see more photos and to imagine your stay in this peaceful mountain valley. Photo cred: @hola_mel

Airbnb 21.06.2016
Likes: 14 852
Comments: 123
Reposts: 0
Total Interactions: 14 975
Post Engagement Rate: 1.44

#whenpeoplematchplaces outside John and Juliano's Airbnb home in Shoreditch, London. Photo by @angrybaker. Built in 1722, this early Georgian house on Fournier Street was once derelict and without water, electricity or gas, but John and Juliano saw its hidden charms and began to restore it. As the restoration progressed, the house's secrets began to reveal themselves - lost wedding rings, Georgian coins, horse shoes hidden up the chimney, and even a time capsule under the stairs. Now it’s John and Juliano's home they share on Airbnb, and this weekend they opened their doors to share it with artists, chefs, DJs, florists, poets, crafters and all of London, as it was transformed into The Airbnb London #LiveThere House. Thanks to everyone who visited and to everyone who helped showcase the amazing talents of local Londoners.

Airbnb 02.06.2016
Likes: 1 718
Comments: 0
Reposts: 832
Total Interactions: 2 550
Post Engagement Rate: 0.52

See why we chose the colorful fingerprints of our community to celebrate #HostwithPride. #Pride2016 https://t.co/7Tt3zDNgNa

Travelocity 03.06.2016
Likes: 623
Comments: 0
Reposts: 1 309
Total Interactions: 1 932
Post Engagement Rate: 0.97

RT for a chance to win an #AbuDhabi getaway on @EtihadAirways. #sweepstakes. Official Rules: https://t.co/EeOwRVoR44 https://t.co/hT9DZphSOa

Airbnb 17.06.2016
Likes: 1 184
Comments: 0
Reposts: 261
Total Interactions: 1 445
Post Engagement Rate: 0.29

These stories from our community inspire us to #HostWithPride every single day. https://t.co/hrjjUP7gaC

Airbnb 17.06.2016
Likes: 1 141
Comments: 0
Reposts: 214
Total Interactions: 1 355
Post Engagement Rate: 0.27

Create your heart with help from a friend. Then share it with the world. #HostWithPride https://t.co/uPAZxfqF0n https://t.co/m8sy9KRZfS

Disney Cruise Line 02.06.2016
Likes: 977
Comments: 0
Reposts: 295
Total Interactions: 1 272
Post Engagement Rate: 0.36

JUST ANNOUNCED: Exciting new experiences & enhancements coming to #DisneyWonder this Fall! https://t.co/aqKzFnmvdd https://t.co/LYBAhcWGIW

Skyscanner.Ru 01.06.2016
Likes: 14 327
Comments: 11
Reposts: 1 512
Total Interactions: 15 850
Post Engagement Rate: 10.66

Самые красивые места России.

Skyscanner.Ru 13.06.2016
Likes: 13 855
Comments: 8
Reposts: 1 802
Total Interactions: 15 665
Post Engagement Rate: 10.17

Святые места, которыми можно любоваться вечно.

Skyscanner.Ru 01.06.2016
Likes: 13 340
Comments: 19
Reposts: 1 919
Total Interactions: 15 278
Post Engagement Rate: 10.28

Вот что НЕ надо делать в аэропортах и самолетах.

Skyscanner.Ru 11.06.2016
Likes: 14 007
Comments: 31
Reposts: 1 043
Total Interactions: 15 081
Post Engagement Rate: 9.83

А у вас совпало?

1001 Тур 08.06.2016
Likes: 8 988
Comments: 29
Reposts: 398
Total Interactions: 9 415
Post Engagement Rate: 27.37

#конкурс@ta_1001tur «1001 Тур» запускает супер-конкурс для тех, кто любит комфортный отдых по минимальной цене! У нас есть эксклюзивное предложение – 9 ночей в Анапе, с проездом из Москвы всего за 7 900 рублей с человека (при двухместном размещении)! А также другие экономные туры в Анапу, Абхазию, Крым и Адлер.  С «1001 Тур» Вы можете себе позволить хороший отдых! Разместите эту запись у себя на стене и собирайте лайки. Первые три победителя получат призы от компании «1001 Тур»: 1 место –тур  в Анапу на двоих* 2 место – сертификат на покупку тура (полный пакет) на 5000 рублей** 3 место – набор сувенирной продукции «1001 Тур» Подведение итогов 1 июля! Подробные правила: https://vk.com/topic-45903658_34109135

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.