TRAVEL & HOSPITALITY INDUSTRY SNAPSHOT - SUMMER 2013 This report showcases marketing insights derived from analyzing social media data around some of the most popular brands in the Travel & Hospitality industry over the summer of 2013 by using uberVU. The brands selected are: Southwest Airlines, American Airlines, JetBlue, US Airways, Delta, United Airlines, Hilton, Holiday Inn, Marriott, Westin, Radisson. We monitored Twitter, Facebook, blogs, news sites, image sharing and video sharing platforms between May 10th 2013 and July 10th 2013. Each mention was then automatically tagged for sentiment, gender, location, language and the most important phrases were extracted from it in order to compute key metrics and create conversation maps. The result is a simple snapshot of key events and insights around the Travel & Hospitality industry between May 10th and July 10th. External, Brand Unrelated Events Have Huge Impact On Brand Conversations During the two month period analyzed we found multiple events that caused spikes in the volume of brand mentions as well as sentiment for many of the brands selected for this report. Most of these events had a short lifespan, a few days at most, but their impact is clearly visible in the overall brand conversation maps months later for some of the brands. Some of the events were spontaneous, classic cases of Reputation/Crisis Management. Others were either known in advance, or the brand simply capitalized on a somewhat related event by using real-time marketing techniques. "American Airlines Arena", "Miami" and "Heat" are words that make up a really big part of the conversation about American Airlines in May, June and July. Sponsoring the sports arena brought them huge exposure that's clearly visible by looking at social media conversations. uberVU's conversation maps like the one for American Airlines above automatically gathers and analyzes all publicly-available mentions of that keyword on available social media newtworks, sorting the most commonly-used words and phrases into an easy-to-read infographic. Note that the US Airways merger, an important media event, does not show up on the conversation map. CONVERSAT ION MAP for AMERICAN AIRLINES flight 24 % American Airlines Arena 18 % Miami 10 % Airlines Arena 6% plane 4% fly 4% Heat 3% great 3% Dallas 3% flights 3% flying 3% 2013 3% service 3% Miami Heat 2% San Ant onio 2% airline 2%
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