Social Media Content Analysis of the Travel, Tourism and Hospitality Industry.

Social Media Content and the Travel

Industry

TravelHuddle3rd November 2011

Laughlin Rigby, Marketing Director, Travelshake.com

What are the most popular types of social media updates from the travel

industry?

Travelshake.com: the social media curator for the travel industry

Tour Operators

Restaurants

Hotels

Attractions

Social Media Microsites on Travelshake.com

500+ Irish tourism businesses

1200+ tourism businesses from 77 countries worldwide

Fastest Growing Tourism Industry Sectors on Travelshake.com

Sector Breakdown of Businesses on travelshake.com

700 new posts on average to Travelshake.com every day

4 posts per business per week

213 posts per business per year

Travelshake Report Oct 2011: Analysis of social media content from the global travel industry

Report is based on analysis of 2,000 posts from a 3 day period in October 2011

Represents 17 sectors within the travel and hospitality industry

500+ businesses from 45 countries

Oct 2011 Results:Social Media Content: Identified Themes

Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog

Social Media Content Themes

Most popular social media updatesGlobal Travel Industry by category

eventsproduct marketing

offerspeer recommendations

local tourism infophotos

user interactionscompany PR

competitionsindustry news

blogquestionsgreetings

press articlesweather

videostips & advice

fun postsreviews

menucheck-ins

newsletter

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%

Most popular social media updatesIrish Vs Global Travel Industry

events

product marketing

offers

competition

photos

peer recommendation

greetings

company PR

local tourism info

questions

user interaction

videos

industry news

fun posts

tips & advice

press article

reviews

weather

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

global

Ireland

Social Media Updates by Hotels

event; 15%

offer; 14%

competition; 12%

local tourism info; 10%question; 8%

photo; 7%

product marketing; 6%

user interaction; 5%

peer recommenda-tion; 3%

review; 4%greetings; 4%company PR; 3%

menu; 3%blog; 2%

funny; 1%press article; 1% video; 1% weather; 1%

Social Media Updates by B&Bs

product marketing;

photos, 16%

peer recommendation; 15%

greetings; 7%

blog; 5%local tourism

info; 5%

review; 5%

video, 5%competition; 4%

company PR; 3%offers, 3% press article; 2%

question; 1% tips & advice; 1%

Social Media Updates by Hostels

events; 18%

local tourism info; 17%

blog; 13%video; 13%

tips & advice; 11%

funny; 6%offer; 5%

competi-tion; 4%

product marketing, 3%weather; 2% Greetings, 1%

Social Media Updates by Restaurants

menu; 12%event; 11%

blog; 10%

tips & advice; 9%

offer; 8%photo; 7%greetings, 6%

competition; 6%

peer recom-mendation; 6%

product market-ing; 5%

press article; 4%company PR; 3%

industry news; 3% question; 2%video; 2%weather; 1%

Social Media Updates by Tourist Boards

events; 26%

peer rec-ommenda-tions, 18%

industry news; 9%

question hal-loween; 6%

video ; 6%press article; 4%

weather; 4%offer; 3% photo; 3%

Social Media Updates by Transport Co’s

product marketing; 32%

weather news; 14%industry news; 14%

press article; 7%

blog; 5%offer; 2%

peer rec-ommenda-

tion; 2%

photo; 2%question product; 2% video; 2%

Conclusion & Recommendations for tourism businesses when posting updates

Use rich media when possibleRun competitionsCreate exclusive social media offersTalk about local tourism newsAsk questions and interact, build a communityDon’t over-promoteInteract with complimentary businessesLink to newslettersFeature upcoming eventsPost tips & advice on your specialist areas

Travelshake Social Media Consultants

Digital Video Production Facebook Compliant Competitions and Apps Twitter Strategy and Promotions Social Media Advertising Campaigns Location-Based Marketing and Deals Monthly Social Media Management Tailored Training & Consultancy

Services:

Contact: Email: [email protected]: + 353 (0)1 44 333 65

Facebook.com/Travelshake Twitter.com/Travelshake

YouTube.com/Travelshake Travelshake.com/Travelshake

Social Media Content Analysis of the Travel, Tourism and Hospitality Industry.

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