42% of Internet travellers of Asia are from India: MindShift Interactive's Study
Facebook, Twitter, and YouTube are the most popular and effective social media networks for marketing within the tourism and hospitality industry, catering to the need of consumers to review brands, locations and read user experiences, whilst also responding actively to queries and comments. The overall key word mentions tracked during the time frame of one month across airline and online travel agencies is 15418(airline- 10,682, OTA ' 4,736) through various social media platforms.
The report forecasts the future through the present; Tourism in India is the largest service industry with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India, Tourism industry in India generated about 100 billion US$ in 2008 and is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate, India will be a leader in the tourism industry in South Asia with 8.9 million arrivals by 2020, emerging as the second most rapidly increasing (8.8 percent) tourism economy in the world and Airlines dominated the Social Media space with 56% conversations revolving around the sector.
MindShift Interactive conducted a study on the Top 5 Online Travel Agencies (makemytrip.com, cleartrip, yatra.com, ixigo.com and Cox & kings) in India that are active on Social Media, observing their social media patterns & social media optimization strategies to increase traffic/leads/sales, etc.
According to the MindShift Interactive report findings the most talked about brand on Social Media within online travel agencies is MakeMyTrip (29%) with the least being Cox & Kings (10%). Facebook, Twitter & Blogs were the top three platforms that defined conversations in the online travel agencies sector.
As per the Consumer Perception, MakeMyTrip has the highest number of conversations in the Sentiment Analysis. With 77% conversations, men dominate the social media conversations and women occupy 23% identifying & nurturing such influencers is key to creating evangelists for a brand and standing out from the massive number of brands offering online travel solutions.
The MindShift Metrics ScoreCard® shares insights on each brands Social Media presence, via pre-defined and proven Metrics. The scores aligned to each metric provide for a sustained and insightful digital outreach for brands which come from an understanding of the consumer and business. Metrics defined for each platform take into consideration the qualitative (content, creative's, etc) and quantitative (fan numbers, outreach, interactions, etc) features of the platform.
The sum of all scores together aligns a Rank to the Brand thus leading us to the insights of which brand dominates on social media and the reasons behind the same.
As per the findings MakeMyTrip leads the social media space followed by Yatra.com & Cox and Kings. Cleartrip and Ixigo are at the bottom with a very basic presence on social media.
Zafar Rais, Founder & CEO of MindShift Interactive states "Social Personalization, as a concept, needs to be explored to connect and assure a positive, customized experience for the customer."He further adds, "Need for managing reputation online through integration will result into a higher engagement ratio for brands. A Social Referral Strategy to encourage and build a referral program via social networks will help brands create sustained positive experiences for the consumer."
MindShift Metrics ScoreCard® and the Social Media Audit helps you gain deeper insights on the following: Platform Analysis, Strengths and Weakness of each brand on Social Media and Global Trend Analysis and Forecasting.
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