TRAVEL&HOSPITALITYINDUSTRYSNAPSHOT-SUMMER2013

ThisreportshowcasesmarketinginsightsderivedfromanalyzingsocialmediadataaroundsomeofthemostpopularbrandsintheTravel&Hospitalityindustryoverthesummerof2013byusinguberVU.Thebrandsselectedare:SouthwestAirlines,AmericanAirlines,JetBlue,USAirways,Delta,UnitedAirlines,Hilton,HolidayInn,Marriott,Westin,Radisson.

WemonitoredTwitter,Facebook,blogs,newssites,imagesharingandvideosharingplatformsbetweenMay10th2013andJuly10th2013.Eachmentionwasthenautomaticallytaggedforsentiment,gender,location,languageandthemostimportantphraseswereextractedfromitinordertocomputekeymetricsandcreateconversationmaps.

TheresultisasimplesnapshotofkeyeventsandinsightsaroundtheTravel&HospitalityindustrybetweenMay10thandJuly10th.

External,BrandUnrelatedEventsHaveHugeImpactOnBrandConversationsDuringthetwomonthperiodanalyzedwefoundmultipleeventsthatcausedspikesinthevolumeofbrandmentionsaswellassentimentformanyofthebrandsselectedforthisreport.Mostoftheseeventshadashortlifespan,afewdaysatmost,buttheirimpactisclearlyvisibleintheoverallbrandconversationmapsmonthslaterforsomeofthebrands.

Someoftheeventswerespontaneous,classiccasesofReputation/CrisisManagement.Otherswereeitherknowninadvance,orthebrandsimplycapitalizedonasomewhatrelatedeventbyusingreal-timemarketingtechniques.

"AmericanAirlinesArena","Miami"and"Heat"arewordsthatmakeupareallybigpartoftheconversationaboutAmericanAirlinesinMay,JuneandJuly.Sponsoringthesportsarenabroughtthemhugeexposurethat'sclearlyvisiblebylookingatsocialmediaconversations.

uberVU'sconversationmapsliketheoneforAmericanAirlinesaboveautomaticallygathersandanalyzesallpublicly-availablementionsofthatkeywordonavailablesocialmedianewtworks,sortingthemostcommonly-usedwordsandphrasesintoaneasy-to-readinfographic.

NotethattheUSAirwaysmerger,animportantmediaevent,doesnotshowupontheconversationmap.

CONVERSAT IONMAPforAMERICANAIRLINES

flight24%

AmericanAirlinesArena18%

Miami10%

AirlinesArena6%

plane4%

fly4%

Heat3%

great3%

Dallas3%

flights3%

flying3%

20133%

service3%

MiamiHeat2%

SanAntonio2%

airline2%

OnJune15th2013,KimKardashianandKanyeWest'sbabyNorthWestwasborn.Reactingtothenews,talkshowhostJimmyFallonpostedatweetthatwasretweetedover6,200times.TheechoesofthattweetcanbeclearlyseenonSouthwestAirlinesconversationmapmonthslater.

KimandKanyehavenamedtheirdaughterNorthWest.OrasSouthwestAirlinesputit,“Pleasedon'thaveasecondchild.”#fallonmono—jimmyfallon(@jimmyfallon)June22,2013

ThatsamedaySouthwestAirlinesexperiencedacomputerglitchthatgrounded250flights.Hundredsexpressedtheirangeratbeingdelayed,yet"delayed"makesupatinypartoftheSouthwestAirlinesconversationmap.

CONVERSAT IONMAPforSOUTHWEST

flight31%

flights9%

NorthWest9%

fly7%

plane7%

flying5%

great5%

love4%

airline4%

service3%

delayed3% airport

2%

hours1% LUV

1%

NUMBEROFMENT IONS

Other

33%

Hiltonwithbreakdownbylocation:

Other

33%UnitedS..30%

Turkey17%

Indonesi..11%

UnitedK..8%

. . .

. .

NUMBEROFMENT IONS

13.May 20.May 27.May 3.Jun 10.Jun 17.Jun 24.Jun 1.Jul 8.Jul0

25,000

50,000

75,000

Hilton

HiltonbrandconversationswereaffectedbytheTurkishprotestsinlateMayandJunetwice,whichcaused2hugespikesindailymentions.EventhoughHiltonwasmentionedinthiscontextforonlyafewdays,thatstillledto17%ofHilton-relatedconversationsbetweenMay10thandJuly10thtooriginateinTurkey.

MostoftheTurkishtweetswererelatedtoapoliceraidofaHiltonhotelinsearchofprotesterswhowereallegedlyhidingthere.

TheBostonBruinsandPittsburghPenguinsbattleditoutinearlyJuneintheNationalHockeyLeague'sStanleyCupPlayoffs.ThedayaftertheBruinstookanearly2-0leadintheseries,thepilotofaBoston-basedJetBlueflightreturninghomefromPittsburghoverheardthatababyontheplanewascrying.Hethenproceededtoaskviatheintercomifthetantrum-throwerwasnoneotherthanSidneyCrosby(Penguinscaptain),unawarethattheflightwaspackedwithBostonmedia.

BabycryinginbackofJetBlueflightpackedw/Bostonmedia.Pilotjustgotonintercomandaskedif"SidneyCrosbywasinthebackcrying"—JoeHaggerty(@HackswithHaggs)June4,2013

Overamonthlater,onJuly10th,SidneyCrosbywasstillthenumbertwomosttalkedabouttopiconJetBlue'sconversationmapoverthetwomonthperiodanalyzed.

USAirways'sconversationmapisdominatedbytheAmericanAirlinesmerger.("AmericanAirlines","American","merger").However,newsofthemergerdoesnotshowuponAmericanAirlines'sconversationmap.

CONVERSAT IONMAPforJETBLUE

flight28%

SidneyCrosby9%

love7%

fly6%

great6%

flying6%

JFK5%

flights5%

airport5%

airline4%

plane4%

airlines3% flight

attendants3%

Boston2%

CONVERSAT IONMAPforUSAIRWAYS

flight28%

plane6%

AmericanAirlines6%

flying4%

fly4%

airline4%

American4%

flights4% airport

4%

delay4%

merger4%

service3%

delayed3%

great2%

Airlines2%

Charlotte2% hours

2%

gate2%

check2%

Ahip-hoppartyheldattheHolidayInnat450Capitol,Atlanta,GA,dominatedtheconversationaboutHolidayInnforoveraweek,andisstillvisibleonthebrand'sconversationmap.

ObamavisitedSenegalinlateJuneandstayedattheRadisson.ConversationsaboutthevisitoriginatinginSenegalcausedasmallspikeinmentionsandexposurearoundthe27thofJune.

HotelIndustrySentimentFarMorePositiveThanAirlineIndustrySentimentOnlythesentimentofoneairline,JetBlue,ishigherthanthelowestsentimentofanyhotelbrandanalyzed.

However,theword"love"showsupon3airlines'and3hotels'conversationmaps.Theword"great"showsupon5hotels'and5airlines'conversationmaps.

Thisresultcouldbeexplainedbythelargernumberofcustomerservicecomplaintsinsocialmediafortheairlineindustrycomparedtothehotelindustry.

CONVERSAT IONMAPforHOLIDAYINN

hotel20%

HolidayInnExpress14%

attheHolidayInn12%

450Capitol5%

motel5%

night4%

room4%

theHolidayInn4%

Suites3%

I'matHolidayInn3%

20133%

stay3%

June2%

great2%

Resort1%

July1%

hotels1%

tonight1%

EXPOSURE

13.May 20.May 27.May 3.Jun 10.Jun 17.Jun 24.Jun 1.Jul 8.Jul0

500,000

1,000,000

1,500,000

Radisson

OVERALLSENT IMENT

American..

Delta

UnitedA..

JetBlue

Southwes..

UsAirwa..

0.10%

0.14%

0.02%

0.23%

0.13%

0.02%

0% 0.05% 0.10% 0.15% 0.20% 0.25%

OVERALLSENT IMENT

Hilton

Holiday..

Marriott

Westin

Radisson

0.20%

0.25%

0.25%

0.27%

0.28%

0% 0.10% 0.20% 0.30%

CONVERSAT IONMAPforJETBLUE

flight28%

SidneyCrosby9%

love7%

fly6%

great6%

flying6%

JFK5%

flights5%

airport5%

airline4%

plane4%

airlines3% flight

attendants3%

Boston2%

CONVERSAT IONMAPforHILTON

hotel20%

attheHilton11%

HiltonHotel9%

20136%

love5%

night4%

I'matHilton4%

room4%

HiltonGardenInn3%

great3%

HiltonGarden3%

Resort3%

Persib3%

Hariono2%

Ridwan2%

June2%

Tony2% Abanda

2%

BrandonHilton2%

TwitterGeneratedMostConversationsRegardlessofthebrandorsub-category,Twitterwasalwaysthenumberonedriverofsocialmediamentions.

ConversationsAboutAirlinesSkewedTowardMaleDemographic.HotelsGetEqualShare

NUMBEROFMENT IONS

Twitter

90%

American..withbreakdownbyplatform:

Twitter

90%Blogs5%

Other4%

. . .

NUMBEROFMENT IONS

Twitter

80%

Marriottwithbreakdownbyplatform:

Twitter

80%Facebook11%

Blogs4%

Other3%

Boards2%

. . .

. .

NUMBEROFMENT IONS

Male

60%

American..withbreakdownbygender:

Male

60%Female30%

Unknown10%

. . .

SouthwestIsMost"American"Airline,DeltaMostInternationalThehighestpercentageofconversationsaboutSouthwestoriginatedintheUnitedStatescomparedtoanyotherairlineanalyzed.DeltahadtheleastconversationsaboutthebrandoriginateintheUnitedStates.

MarriottIsMost"American"HotelBrand,RadissonIsMostInternationalMarriotthadthelargestpercentageshareofitsbrandconversationsoriginateintheUnitedStatescomparedtotheother4hotelsinthisreport.Radisson,ontheotherhand,hadthefewestnumberofmentionsaboutitcomefromtheU.S.

NUMBEROFMENT IONS

Male

45%

Marriottwithbreakdownbygender:

Male

45%Female42%

Unknown13%

. . .

NUMBEROFMENT IONS

UnitedStates

85%

Southwes..withbreakdownbylocation:

UnitedS..

85%Other11%

Canada2%

UnitedK..1%

Philippi..1%

. . .

. .

NUMBEROFMENT IONS

Other

41%

Deltawithbreakdownbylocation:

Other

41%UnitedS..33%

Japan12%

Indonesi..10%

Canada4%

. . .

. .

JetBlueIsMostEngagingAirlineTakingintoaccountboththenumberofretweetsasapercentageofalltweetsandthenumberofFacebookLikesasapercentageofFacebookpostsshowsJetBluegeneratedthemostlike/retweetactivityovertheperiodanalyzed.AmericanAirlinesandSouthwestactuallygeneratedmoreretweetsasapercentage,buthadfewerLikesasapercentagethanJetBlue.

NUMBEROFMENT IONS

UnitedStates

56%

Marriottwithbreakdownbylocation:

UnitedS..

56%Other25%

UnitedK..12%

Indonesi..4%

Canada3%

. . .

. .

NUMBEROFMENT IONS

Other

56%

Radissonwithbreakdownbylocation:

Other

56%UnitedS..23%

UnitedK..9%

Russia7%

Canada5%

. . .

. .

RETWEETS

JetBlue

Southwes..

Delta

UnitedA..

American..

UsAirwa..

19,249

19,745

84,587

23,611

60,710

9,925

0 25,000 50,000 75,000 100,000

HiltonIsMostEngagingHotelWelookedatboththepercentageofFacebookLikesaspartofSharesandthepercentageofretweetsaspartoftweetswhentryingtodecidewhichisthemostengaginghotel.EventhoughbothMarriottandHolidayInnaremoreengagingonFacebook,Hiltonisheadandshouldersaboveallotherhotelswhenitcomestoretweets,generatingasmuchas10xmoreretweetsthansomeoftheotherhotels.Retweetsmakeup28%oftheoverallnumberofmentionsaboutHilton.

instantbrandinsightspoweredbysocialmediaubervu.com|1.800.286.1624

FACEBOOKLIKES

JetBlue

Southwes..

Delta

UnitedA..

American..

UsAirwa..

15,392

6,168

47,799

9,686

6,079

16,408

0 10,000 20,000 30,000 40,000 50,000 60,000

RETWEETS

Hilton

Holiday..

Marriott

Westin

Radisson

205,128

20,975

42,794

14,960

6,429

0 50,000 100,000 150,000 200,000 250,000