To prepare the work, the activity on Facebook, Instagram, TikTok, Twitter and LinkedIn of the 50 main companies in the sector - flights, cruises, accommodation, tourist destinations, search engines, agencies, car rental, etc. During last year
Recently, the presentation of the first Top Love Brands study of the “Travel” sector was carried out. Bahia Principe Hotels & Resorts is one of the brands with the best sentiment among users. To prepare the work, the activity on Facebook, Instagram, TikTok, Twitter and LinkedIn of the 50 main companies in the sector -flights, cruises, accommodation, tourist destinations, search engines, agencies, vehicle rental...- during the last year.
In total, data extracted from more than 1.5 million users have been analyzed through Talkien, Alkemy's Social Listening tool.
The study detects that, of all the comments, the sentiment in 22.25% of them is negative, in 56.7% it is neutral and in 21% it is positive. LinkedIn is the social network with the best percentage of positive sentiment, 46.5%, followed by Facebook. Twitter, for its part, is the network that generates the greatest volume of user comments and the one with the highest percentages of negative references (42.86%). TikTok is above all a neutral network given that the majority of users upload doubts and images on Instagram, it is the second where the highest percentage of comments with negative sentiment occur, with 32.5%.
For Ruth Blanch, CEO of Alkemy Iberia, "this is a study that aims to establish qualitative measurement standards that allow us to know how consumers behave and thus improve the relationship with users. We have very powerful analysis tools and the challenge, for companies, of transforming this data into useful information for making decisions”.
For her part, Belén Acebes, Director of Operations at IAB Spain, highlights that "the differentiating feature of this study is that it offers a unique x-ray of the RRSS in the Travel sector, providing not only qualitative measurement data in RRSS, but also through information information about the feeling produced by brands in this industry in users. An added value with which we seek to help brands in the Travel sector develop strategies that generate more business opportunities”
The study also detects that gastronomy, sustainability and the experience lived are the factors that weigh the most when transmitting a positive feeling. At the opposite extreme, the factor that generates the most negative comments is the quality of the service (unforeseen events, refunds, delays, lost luggage). Pets are also divisive, with complaints as much about not being able to travel with them as about doing so. In addition, in many cases, these negative comments give rise to discussions between users for issues related to the experience.
“Social networks are an important communication channel with our clients, and communication with them has always been a priority. Knowing their needs and expectations, as well as responding to their comments and suggestions has been a constant in our company. Our followers demand close, human and transparent communication with our brand through social networks. Exercising effective management of the community that follows the brand on social networks, improve its reputation and achieve a differentiating and competitive positioning compared to the competition" said Angélica Santos Head of Branding and Design
“We believe that the key lies in the ability of the human team to convey to the client who visits our hotels the personality of the brand, closeness, the family atmosphere and happiness, which are some of our branding concepts. We always put the customer at the center, we are specialists in happiness and we make our guests connect with it in our properties. From the company there are some very marked values that all collaborators, that is, our colleagues, transmit to customers on a day-to-day basis. In addition, as each person feels happiness in a different way, the personalization of experiences through our four brands is a differential factor" added Angélica Santos
The paper concludes by analyzing some of the best practices of the most valued companies. Among them are the ability to work from the moment the user begins planning the trip to turn a digital experience into a real one, give the customer more than they expect and be aware that they can be the best sales team for a project. Active listening to what is happening is also important to make good decisions and transparency, to show all the work behind it to ensure that customers have the best possible experience.