TRAVEL&HOSPITALITYINDUSTRYSNAPSHOT-SUMMER2013
ThisreportshowcasesmarketinginsightsderivedfromanalyzingsocialmediadataaroundsomeofthemostpopularbrandsintheTravel&Hospitalityindustryoverthe
summerof2013byusinguberVU.Thebrandsselectedare:SouthwestAirlines,AmericanAirlines,JetBlue,USAirways,Delta,UnitedAirlines,Hilton,HolidayInn,Marriott,
Westin,Radisson.
WemonitoredTwitter,Facebook,blogs,newssites,imagesharingandvideosharingplatformsbetweenMay10th2013andJuly10th2013.Eachmentionwasthen
automaticallytaggedforsentiment,gender,location,languageandthemostimportantphraseswereextractedfromitinordertocomputekeymetricsandcreate
conversationmaps.
TheresultisasimplesnapshotofkeyeventsandinsightsaroundtheTravel&HospitalityindustrybetweenMay10thandJuly10th.
External,BrandUnrelatedEventsHaveHugeImpactOnBrand
Conversations
Duringthetwomonthperiodanalyzedwefoundmultipleeventsthatcausedspikesinthevolumeofbrandmentionsaswellassentimentformanyofthebrandsselectedfor
thisreport.Mostoftheseeventshadashortlifespan,afewdaysatmost,buttheirimpactisclearlyvisibleintheoverallbrandconversationmapsmonthslaterforsomeof
thebrands.
Someoftheeventswerespontaneous,classiccasesofReputation/CrisisManagement.Otherswereeitherknowninadvance,orthebrandsimplycapitalizedonasomewhat
relatedeventbyusingreal-timemarketingtechniques.
CONVERSAT IONMAPforAMERICANAIRLINES
flight
24%
American
AirlinesArena
Miami
Heat
10%
3%
flying
2013
3%
3%
18%
great
Airlines
Arena
plane
4%
6%
Dallas
3%
fly
4%
service
3%
3%
flights
3%
Miami
Heat
2%
SanAnt onio
2%
airline
2%
"AmericanAirlinesArena","Miami"and"Heat"arewordsthatmakeupareallybigpartoftheconversationaboutAmericanAirlinesinMay,JuneandJuly.Sponsoringthesports
arenabroughtthemhugeexposurethat'sclearlyvisiblebylookingatsocialmediaconversations.
uberVU'sconversationmapsliketheoneforAmericanAirlinesaboveautomaticallygathersandanalyzesallpublicly-availablementionsofthatkeywordonavailablesocial
medianewtworks,sortingthemostcommonly-usedwordsandphrasesintoaneasy-to-readinfographic.
NotethattheUSAirwaysmerger,animportantmediaevent,doesnotshowupontheconversationmap.
CONVERSAT IONMAPforSOUT HWEST
flight
flights
31%
9%
NorthWest
9%
flying
airline
5%
4%
fly
plane
great
7%
7%
5%
delayed
3%
service
3%
airport
2%
hours
1%
love
LUV
1%
4%
OnJune15th2013,KimKardashianandKanyeWest'sbabyNorthWestwasborn.Reactingtothenews,talkshowhostJimmyFallonpostedatweetthatwasretweetedover
6,200times.TheechoesofthattweetcanbeclearlyseenonSouthwestAirlinesconversationmapmonthslater.
KimandKanyehavenamedtheirdaughterNorthWest.OrasSouthwestAirlinesputit,“Pleasedon'thaveasecondchild.”#fallonmono
—jimmyfallon(@ jimmyfallon)June22,2013
ThatsamedaySouthwestAirlinesexperiencedacomputerglitchthatgrounded250flights.Hundredsexpressedtheirangeratbeingdelayed,yet"delayed"makesupatiny
partoftheSouthwestAirlinesconversationmap.
NUMBEROFMENT IONS
 Hiltonwithbreakdownbylocation:
. Other
. Unit edS..
33%
Ot her
33%
. T urkey
30%
17%
. Indonesi..
. Unit edK..
11%
8%
NUMBEROFMENT IONS
75,000
50,000
25,000
0
13.May
20.May
27.May
3.Jun
10.Jun
17.Jun
24.Jun
1.Jul
8.Jul
 Hilton
HiltonbrandconversationswereaffectedbytheTurkishprotestsinlateMayandJunetwice,whichcaused2hugespikesindailymentions.EventhoughHiltonwasmentioned
inthiscontextforonlyafewdays,thatstillledto17%ofHilton-relatedconversationsbetweenMay10thandJuly10thtooriginateinTurkey.
MostoftheTurkishtweetswererelatedtoapoliceraidofaHiltonhotelinsearchofprotesterswhowereallegedlyhidingthere.
CONVERSAT IONMAPforJET BLUE
flight
SidneyCrosby
fly
flights
airline
28%
9%
6%
5%
4%
great
6%
plane
flying
4%
6%
airport
love
JFK
7%
flight
attendants
airlines
3%
5%
3%
5%
Boston
2%
TheBostonBruinsandPittsburghPenguinsbattleditoutinearlyJuneintheNationalHockeyLeague'sStanleyCupPlayoffs.ThedayaftertheBruinstookanearly2-0leadinthe
series,thepilotofaBoston-basedJetBlueflightreturninghomefromPittsburghoverheardthatababyontheplanewascrying.Hethenproceededtoaskviatheintercomif
thetantrum-throwerwasnoneotherthanSidneyCrosby(Penguinscaptain),unawarethattheflightwaspackedwithBostonmedia.
BabycryinginbackofJetBlueflightpackedw/Bostonmedia.Pilotjustgotonintercomandaskedif"SidneyCrosbywasinthebackcrying"
—JoeHaggerty(@ HackswithHaggs)June4,2013
Overamonthlater,onJuly10th,SidneyCrosbywasstillthenumbertwomosttalkedabouttopiconJetBlue'sconversationmapoverthetwomonthperiodanalyzed.
CONVERSAT IONMAPforUSAIRWAYS
flight
plane
fly
airline
28%
6%
4%
4%
American
Airlines
American
4%
flights
4%
4%
4%
service
3%
delayed
3%
airport
4%
6%
flying
merger
great
2%
delay
4%
Charlotte
2%
hours
2%
gat e
Airlines
2%
check
2%
2%
USAirways'sconversationmapisdominatedbytheAmericanAirlinesmerger.("AmericanAirlines","American","merger").However,newsofthemergerdoesnotshowupon
AmericanAirlines'sconversationmap.
CONVERSAT IONMAPforHOLIDAYINN
hotel
HolidayInnExpress
20%
14%
450Capitol
5%
motel
Suites
5%
3%
I'mat
2013
Holiday 3%
Inn
3%
attheHolidayInn
night
room
4%
4%
the
Holiday
Inn
stay
3%
great
2%
1%
hotels
4%
12%
July
June
2%
1%
Resort
1%
tonight
1%
Ahip-hoppartyheldattheHolidayInnat450Capitol,Atlanta,GA,dominatedtheconversationaboutHolidayInnforoveraweek,andisstillvisibleonthebrand'sconversation
map.
EXPOSURE
1,500,000
1,000,000
500,000
0
13.May
20.May
27.May
3.Jun
10.Jun
17.Jun
24.Jun
1.Jul
8.Jul
 Radisson
ObamavisitedSenegalinlateJuneandstayedattheRadisson.ConversationsaboutthevisitoriginatinginSenegalcausedasmallspikeinmentionsandexposurearoundthe
27thofJune.
HotelIndustrySentimentFarMorePositiveThanAirlineIndustry
Sentiment
Onlythesentimentofoneairline,JetBlue,ishigherthanthelowestsentimentofanyhotelbrandanalyzed.
However,theword"love"showsupon3airlines'and3hotels'conversationmaps.Theword"great"showsupon5hotels'and5airlines'conversationmaps.
Thisresultcouldbeexplainedbythelargernumberofcustomerservicecomplaintsinsocialmediafortheairlineindustrycomparedtothehotelindustry.
OVERALLSENT IMENT
 American..
0.10%
 Delta
0.14%
 UnitedA..
0.02%
 JetBlue
0.23%
 Southwes..
0.13%
 UsAirwa..
0.02%
0%
0.05%
0.10%
0.15%
0.20%
0.25%
OVERALLSENT IMENT
 Hilton
0.20%
 Holiday..
0.25%
 Marriott
0.25%
 Westin
0.27%
 Radisson
0.28%
0%
0.10%
0.20%
0.30%
CONVERSAT IONMAPforJET BLUE
flight
SidneyCrosby
fly
flights
airline
28%
9%
6%
5%
4%
great
6%
plane
flying
4%
6%
airport
love
JFK
7%
flight
attendants
airlines
3%
5%
3%
5%
Boston
2%
CONVERSAT IONMAPforHILT ON
hotel
attheHilton
love
night
great
20%
11%
5%
4%
3%
Ridwan
Hariono
2%
2%
HiltonGarden
3%
HiltonHotel
2013
9%
6%
I'mat
Hilton
room
4%
4%
Hilt onGardenInn
3%
Resort
3%
June
2%
Persib
3%
Tony
2%
Abanda
2%
BrandonHilton
2%
TwitterGeneratedMostConversations
Regardlessofthebrandorsub-category,Twitterwasalwaysthenumberonedriverofsocialmediamentions.
NUMBEROFMENT IONS
 American..withbreakdownbyplatform:
. T witter
T wit t er
90%
90%
. Blogs
5%
. Ot her
4%
NUMBEROFMENT IONS
 Marriottwithbreakdownbyplatform:
. T witter
T wit t er
80%
80%
. Facebook
11%
. Ot her
3%
. Blogs
4%
. Boards
2%
ConversationsAboutAirlinesSkewedTowardMaleDemographic.
HotelsGetEqualShare
NUMBEROFMENT IONS
 American..withbreakdownbygender:
. Male
Male
60%
60%
. Female
30%
. Unknown
10%
NUMBEROFMENT IONS
 Marriottwithbreakdownbygender:
. Male
Male
45%
45%
. Female
42%
. Unknown
13%
SouthwestIsMost"American"Airline,DeltaMostInternational
ThehighestpercentageofconversationsaboutSouthwestoriginatedintheUnitedStatescomparedtoanyotherairlineanalyzed.Deltahadtheleastconversationsaboutthe
brandoriginateintheUnitedStates.
NUMBEROFMENT IONS
 Southwes..withbreakdownbylocation:
. UnitedS..
Unit edSt at es
85%
85%
. Ot her
11%
. Unit edK..
1%
. Canada
2%
. Philippi..
1%
NUMBEROFMENT IONS
 Deltawithbreakdownbylocation:
. Other
Ot her
41%
41%
. Unit edS..
33%
. Japan
12%
. Indonesi..
. Canada
10%
4%
MarriottIsMost"American"HotelBrand,RadissonIsMost
International
MarriotthadthelargestpercentageshareofitsbrandconversationsoriginateintheUnitedStatescomparedtotheother4hotelsinthisreport.Radisson,ontheotherhand,
hadthefewestnumberofmentionsaboutitcomefromtheU.S.
NUMBEROFMENT IONS
 Marriottwithbreakdownbylocation:
. UnitedS..
. Ot her
56%
Unit edSt at es
56%
. Unit edK..
25%
12%
. Indonesi..
4%
. Canada
3%
NUMBEROFMENT IONS
 Radissonwithbreakdownbylocation:
. Other
. Unit edS..
56%
Ot her
56%
23%
. Unit edK..
9%
. Russia
. Canada
7%
5%
JetBlueIsMostEngagingAirline
TakingintoaccountboththenumberofretweetsasapercentageofalltweetsandthenumberofFacebookLikesasapercentageofFacebookpostsshowsJetBlue
generatedthemostlike/retweetactivityovertheperiodanalyzed.AmericanAirlinesandSouthwestactuallygeneratedmoreretweetsasapercentage,buthadfewerLikes
asapercentagethanJetBlue.
RET WEET S
 JetBlue
19,249
 Southwes..
19,745
 Delta
84,587
 UnitedA..
23,611
 American..
60,710
 UsAirwa..
9,925
0
25,000
50,000
75,000
100,000
FACEBOOKLIKES
 JetBlue
15,392
 Southwes..
6,168
 Delta
47,799
 UnitedA..
9,686
 American..
6,079
 UsAirwa..
16,408
0
10,000
20,000
30,000
40,000
50,000
60,000
HiltonIsMostEngagingHotel
WelookedatboththepercentageofFacebookLikesaspartofSharesandthepercentageofretweetsaspartoftweetswhentryingtodecidewhichisthemostengaging
hotel.EventhoughbothMarriottandHolidayInnaremoreengagingonFacebook,Hiltonisheadandshouldersaboveallotherhotelswhenitcomestoretweets,generating
asmuchas10xmoreretweetsthansomeoftheotherhotels.Retweetsmakeup28%oftheoverallnumberofmentionsaboutHilton.
RET WEET S
 Hilton
205,128
 Holiday..
20,975
 Marriott
42,794
 Westin
14,960
 Radisson
6,429
0
50,000
100,000
150,000
instantbrandinsightspoweredbysocialmediaubervu.com|1.800.286.1624
200,000
250,000