Market Overview

NetBase Report Reveals the Most Loved Travel and Hospitality Brands of 2018


Marriott dominates the travel and hospitality industry; Airbnb is the
most loved travel site, and American Airlines leads the airline industry

a global leader in enterprise social analytics, today released its
annual Social Media Industry Report 2018 Travel and Hospitality. The
report leveraged NetBase's social analytics technology to examine the
most popular brands across five categories including, Airlines, Car
Rentals, Cruise Lines, Hotels and Travel Sites.

"Social media plays an extensive role in how customers feel about travel
and hospitality brands, and where they choose to spend their vacation
time," said Paige Leidig, chief marketing officer at NetBase. "Most
consumers have a limited amount of vacation time and turn to social
media for recommendations. We analyzed, translated and packaged these
social conversations into digestible insights, helping travel and
hospitality brands to better communicate with consumers and ultimately
motivate them to love and trust their brands."

The Top 10 Most Loved Travel and Hospitality Brands

1. Marriott (1)

2. Four Seasons Hotels and Resorts (2)

3. Hilton (3)

4. Airbnb (3)

5. American Airlines (3)

6. Royal Caribbean Cruises (4)

7. JetBlue (5)

8. Southwest Airlines (5)

9. United Airlines (6)

10. Singapore Airlines (7)

11. Delta Airlines (7)

12. Cathay Pacific Airlines (8)

13. The Ritz-Carlton (9)

14. Hyatt (10)

15. Qantas Airlines (10)

The most popular brands by category are:

  • Airlines – American Airlines (3) and JetBlue & Southwest (5), United
    Airlines (6)
  • Car Rentals – Hertz Rent-a-Car (27) and Enterprise Rent-A-Car (29)
  • Cruise Lines – Royal Caribbean Cruises (4) and Carnival Cruise Lines
  • Hotels – Marriott (1) and Four Seasons Hotels and Resorts (2)
  • Travel Sites – Airbnb (3) and Trip Advisor (12)

Consumer opinions matter. This is especially true for businesses in the
Travel and Hospitality industries. How customers feel about your brand
directly impacts whether or not they spend their vacation days with you,
and there are thousands of brands competing for their attention. When
consumers are looking to disconnect from their daily lives and go
somewhere new, they are turning to social media for inspiration on where
to go next, where to stay and what to do while they're there.

NetBase's advanced social analytics technology can evaluate sentiment
not only at the keyword level, but also thematically. Themes provide
insight to drill down into conversations around topics such as customer
service, sales and discounts, adventure travel, or anticipation around
travel, and then analyze how consumers feel about a brand within that
theme. Comparing brands across conversation themes allows us to identify
strengths and opportunities for brands in a wide array of areas - from
operations to content types - in order to increase brand sentiment.

The Social Media Industry Report 2018 Travel and Hospitality is based on
brand conversations across social networks, review sites, blogs, forums
and news sites worldwide. The report examines top trends and overall
performance of selected brands as discussed across several social
channels. The analysis focused on an assortment of 60 brands across five
categories including, Airlines, Car Rentals, Cruise Lines, Hotels and
Travel Sites.

Additional Findings from the Report Include:

  • Airline brands dominated the social conversation for Travel and
    Hospitality brands this year with 58 percent of the share of voice for
    all brands on the list, despite only making up 25 percent of the
    brands we researched.
  • Car Rental brands have the lowest Net Sentiment and Passion scores on
    average. This may indicate that most conversations on social media are
    about customer service. Car rental brands should see this as an
    opportunity to create messaging around exciting activities that their
    offerings enable.
  • Cruise lines had the highest Net Sentiment scores, on average, at 79
    percent, as well as the highest Passion scores. Cruise lines are
    generating positive conversation, and it's just a matter of how they
    grow their share overall travel conversation beyond the current 5
    percent share of voice.
  • Hotels accounted for 33 percent of the top 10 brands, and performed
    well with the second highest average Net Sentiment and Passion we
    measured in the report. There is an opportunity for them to start
    embracing more visual channels like Instagram and YouTube.
  • Travel Sites accounted for 10 percent of the conversation we measured
    for this report and we see most of their conversations take place on
    forums and Instagram. NetBase found that conversation themes differed
    between aggregators and specialty sites.


The Social Media Industry Report 2018 Travel and Hospitality is based on
brand conversations across the social web, inclusive of Twitter,
Facebook, Instagram, Tumblr and millions of other sources during the
one-year period from July 1, 2017 through July 1, 2018. NetBase maps
each category using four dimensions:

• Volume – measuring the number of earned and owned mentions and

• Passion Intensity – indicating how strongly consumers feel about a
brand or company based on a scale of 0-100.

• Net Sentiment – measuring the overall direction of how consumers feel
about a brand's marketing, customer service and products on a scale of
-100 to +100.

• Brand Passion Index (BPI) – a brand's Net Sentiment-to-Passion ratio
provides a look at how the brand is favored. For example, a brand with a
low Net Sentiment but a high Passion Intensity is hated, whereas a brand
with a high Net Sentiment but low Passion Intensity is liked, but not

The Social Media Industry Report 2018 Travel + Hospitality can be
downloaded here.

About NetBase

NetBase is the award-winning social analytics platform that global
companies use to run brands, build businesses and connect with consumers
every second. Its platform processes millions of social media posts
daily for actionable business insights for marketing, research, customer
service, sales, PR and product innovation. NetBase is a trusted partner
to American Airlines, Arby's, Coca-Cola, Ogilvy,
T-Mobile, Universal Music Group, Walmart and YUM!
. Learn more at
or @NetBase.

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