Social media in travel

Between July 7 and 13 2014, eDigitalResearch looked at the social media activity of 80 top travel brands. The research looked at productivity and quality of content.

Here are some of the findings:

• KLM is the only brand to appear in the top league tables across each social network.
• Expedia has made one of the most impressive improvements climbing three places up the Facebook league table to second, as well as now claiming the top spot on Google+.
• Expedia’s rise may have come from its use of Global Pages, which allows brands on Facebook to run multiple, regional dependant pages whilst maintaining a global follower base.
• KLM is the first travel brand to surpass the 1m follower mark on Twitter.
• Hotel brands performed particularly well on Pinterest with Four Seasons taking the top spot followed by Mr & Mrs Smith and Hotels.com.
• The study also highlights that travel brands are posting a lot less across social media platforms during weekends.
• On average, most travel brands are posting less than half on Saturdays and Sundays than they are during the week.

(Click to enlarge)

See the report for more detail on Twitter, Pinterest and Google Plus.