TripAdvisor fell from the top spot to No. 2 on Engagement
Labs' list of top-performing online travel brands, eclipsed by Expedia.
Engagement Labs ranks online travel brands using a
combination of social media mentions and conversations among consumers. It
first ranked the brands in April 2017, and this week released the top brands
from the period of June to November 2017.
Expedia came out as the No. 1 brand, followed by
TripAdvisor. In third place, up one ranking from the April list, was
Travelocity, followed by Hotels.com, which fell one spot. The remaining brands,
Kayak.com, Priceline.com and Orbitz, ranked fifth, sixth and seventh,
respectively, unchanged from April.
To rank the brands, Engagement Labs gathers both online and
offline consumer sentiments. It monitors about 500 brands in 15 categories;
travel is one.
For online metrics, Engagement Labs monitors social media
platforms like Twitter, Facebook, blogs and forums. For offline metrics, it
uses online consumer surveys that poll participants about conversations they've
had in the past 24 hours, and ask if they discussed any specific brands.
"There were small, but important, shifts in the top
four brands over the last six months," said Maggie Fosdick, vice president
of client success. "Expedia moving into the No. 1 position is less about
Expedia's improvement and more about TripAdvisor's declines."
TripAdvisor saw a "notable decline" in online
sentiment scores, she said, "meaning people were speaking more negatively
about the brand."
Fosdick attributed that to negative publicity last year over deleting some user reviews.
"Their offline sentiment score has largely held steady,
however, which is generally a sign of stability for the brand," she said.
Fosdick attributed Travelocity's bump to "innovative
marketing tactics" and "attractively priced vacation package
For instance, Engagement Labs pointed to an email marketing
campaign offering $400 vacation packages to customers.