Blog / Four Distinct Characteristics of Travelers on Twitter Topics  

Four Distinct Characteristics of Travelers on Twitter

As summer yawns awake, social media is bursting with activity from summertime travelers.

On Twitter alone, 1.8M people express an interest in travel, and more than 812,000 follow one or more of 11 top online travel companies, according to Zoomph’s database of over 208 million enriched profiles.

Want social insights on your target audience? Learn more about Zoomph’s Audience Builder

To better understand this year’s travelers, I’m tracking Twitter activity around 11 online travel companies–namely, Airbnb, Booking.com, Expedia, HomeAway, Kayak, Orbitz, Priceline, Travelocity, TravelZoo, Trivago, and VRBO.

By comparing data around the people who follow these companies (a.k.a., our “Travel Audience”) against the Twitter “General Audience,” I ran across several early findings.

1. The Travel Audience is 23% more likely to be female compared to Twitter’s General Audience.

 

Travel Audience Twitter Gender Breakdown

 

2. The Travel Audience skews older: 31% of travelers are more likely to be Gen-X, and 42% are likely to be Baby Boomers.

 

Twitter Travel Audience Generation Breakdown

 

3. The Travel Audience more frequently uses “Travel,” “-lover,” “World,” “Wife,” and “Student” in their Twitter bios.

 

Twitter Travel Audience Top Bio Words

 

4. By looking at the common Twitter accounts followed by the Travel Audience, we see that travelers tend to be information gatherers and stay up-to-date on news, whereas Twitter users are more focused on entertainment.

 

Twitter Travel Audience Association Breakdown

 

With 67% of the Travel Audience following @TripAdvisor, it’s a dominant resource for planning a trip. By comparison, only 15% of travelers follow @Airbnb—but Brian Chesky can take comfort knowing that his company is the top-followed handle in travel commerce.

Why does any of this matter?

Historically, marketers have relied on pixel tracking or panel data to understand their audiences. But social media opened a floodgate of human data, letting you understand and segment your audience like never before. Since social data is based on real interactions in real-time and over-time, it can be more accurate and return both macro and micro actionable insights. This is gold for marketers in the travel sect whose target audience tends to hop across the internet and send many mixed signals.

The Methodology

Over the coming months, I’ll continue analyzing the companies mentioned above. These analyses will look at social posts mentioning the official Twitter handle of each company, which are being tracked by a social listening feed in Zoomph. This feed may include hashtags or Instagram content later, but no matter what, I’ll always implement a consistent approach across brands to maintain a valid data set. Stay tuned!

See live rankings of top brands on Twitter View ZIndex for free!

 

Topics:
WP_Term Object ( [term_id] => 728 [name] => Social Media Monitoring Resources [slug] => social-media-monitoring-resources [term_group] => 0 [term_taxonomy_id] => 729 [taxonomy] => capabilities [description] => A collection of advice on how social monitoring can help you spot trends and keep tabs on your competition. [parent] => 0 [count] => 57 [filter] => raw )
Monitoring & Tracking

Subscribe to Zoomph's Newsletter

‘Nike Knew Their Target Market’- a Note about the Kaepernick Ad

September 14, 2018

“#JustBurnIt,” said Twitter. “I stand with Nike, all day, every day,” said LeBron. “What was Nike thinking?” said Trump. By now, we’ve heard it all. But politics aside, the truth remains that Nike was thinking… Read More

Measure Sports Sponsorship ROI Now in Zoomph

September 06, 2018

Sponsorships today are no longer confined to TVs or arena screens. Social media now lets you stay in constant touch with your fans, acting as a powerful advertising channel for your sponsors. The NBA already… Read More

New Changes to Instagram Tracking and Analytics in Zoomph

August 22, 2018

At the beginning of this year, Instagram announced that it would launch a new Instagram Graph API and deprecate the older Instagram API to safeguard your personal privacy. Instagram has since restricted—or in some cases,… Read More

How to Monitor and Avoid Negative Brand Mentions Online

August 16, 2018

They say publicity of any kind is good publicity. But that’s not exactly true. Your reputation across social media and other digital channels can make all the difference to your website traffic. Eighty-eight percent of… Read More

All Posts