With over 4 million “likes” on its Facebook profile, Expedia is now in second place among travel brands just beneath KLM. Expedia’s expanded benchmark numbers in results from eDigitalResearch, show the travel giant topping the Google+ league table to gain in excess of 2.5 million news followers in half a year.
Expedia, like every other major travel industry player, operates a global Facebook page that geo-targets users. Engaging users at the local level allows Eperidia to communicated for more effectively, and to convert at a higher rate than most in social media. Travolution quoted eDigitalResearch’s Derek Eccleston:
“Social media platforms are the perfect way to reach out to a global audience and engage with your customers. As Expedia has shown, using targeted, local accounts within a wider, global social media strategy means that you’ll able to speak to customers on their terms and in their language whilst retaining your global brand presence. The customer experience really is key these days, and that includes social media platforms.”
On the Twitter side of the social media equation, Airlines dominated league tables, with American Airlines, Delta, British Airways and Virgin Atlantic all in the top five. the eDigitalResearch report, which you can download via a short signup here, shines the spotlight on all the major travel players in social media. The chart below from the report, reveals some interesting gains from lesser known entities as well.
With the customer journey and experience now at the forefront of every travel business, Expedia continues to lead the way into current and coming trends. The number and character of social media players out there now, proves out what we’ve been saying all along about “the conversation” – Facebook, Twitter, all the social media channels are the arena the guest or passenger is best served on, up close and personal in the digital world. eDigital’s work is fascinating to read, and I encourage every marketer and PR out there to dive in. Great stuff, guys.