Travel influencers across social media and on blogs are most likely to mention individual travel brands on Twitter, but the most engagement on their posts happens on Instagram, according to a study from Traackr.

Traackr, an influencer relationship management platform, conducted a study of the top 250 global travel influencers, based on their reach and relevance, and the resonance of their content. It looked at the period from Jan. 1, 2017-Dec. 31, 2017.

In three categories -- travel packages, lodging and flight booking -- the study identified brand mentions and engagements, how many influencers mentioned the brands, which social media sites influencers used, and which social media sites had the most engagement.

For all categories, most influencer mentions took place on Twitter, while most engagement happened on Instagram.

The travel packages category included the brands Expedia, Priceline, Travelocity, Kayak, TripAdvisor, Orbitz, Hotwire, and Hipmunk.

With 46%, Travelocity was the clear leader in mentions. TripAdvisor was second at 18%, and Expedia rounded out the top three with 14%. At 38% and 33%, respectively, Expedia and TripAdvisor were the top brands when it came to engagements. Travelocity was third, with 20%.

In total, 163 individual influencers mentioned Kayak, the top in the travel packages category. It was followed by TripAdvisor with 161, and Expedia with 129.

The flight booking category included Skyscanner, Seatguru, CheapOair, Cheapflights and Momondo.

CheapOAir had the most mentions at 52%, followed by Skyscanner (41%) and Momondo (6%). Skyscanner was far and away the leader in engagements, with a 92% share; CheapOair (4%) and Momondo (3%) came in a distant second and third place. garnered the most individual influencer mentions with 103, followed by Momondo with 52 and CheapOair with 47.

The lodging category included Airbnb,, Hoteltonight, HomeAway,, Trivago and HotelsCombined.

Airbnb won the largest share of both mentions, 76%, and engagements, 88%. For mentions, HomeAway came in second with 11%, and in third with 6%. For engagements, second place went to with 8%, while third place went to HomeAway with 3%.

A total of 196 individual influencers mentioned Airbnb, followed by (71) and HomeAway (70).

The study also looked at brands under the Booking Holdings and Expedia Group umbrellas.

Of the Booking Holdings brands (Priceline, Agoda,, Cheapflights, Kayak, Momondo and Opentable), Kayak dominated with a 48% share of mentions and a 59% share of engagements. For mentions, took second place with 15% and Agoda took third with 11%. For engagements, Agoda took second with 22% and took third with 13%.

Of the Expedia Group brands (Travelocity, HomeAway,, Orbitz, Trivago, Wotif, Hotwire and Egencia), Travelocity dominated with 83% share of mentions and 95% of engagements. For mentions, HomeAway came in second with 7% and Orbitz and Hotwire tied for third with 3% each. For engagements, Homeaway came in second with 3%, with the remainder split between other brands.


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