Blog / Four Distinct Characteristics of Travelers on Twitter

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!

 

See Zoomph In Action

Talk to one of our specialists who will help you measure insights and maximize your sponsorship growth efforts

Without Fans, NFL Sponsored Activations Insights Report

September 16, 2020

The NFL is back! This year, the work of digital teams is more important than EVER. And they sure flex 💪. Here were the top teams on social media by engagement rate during Week 1!… Read More

WNBA and NWSL Social Media Sponsorship & Fan Insights

September 11, 2020

Contributing Collaborators: Cydney Dodson (WiST Fellow) and Mier Shao (WiST Fellow)   The sports sponsorship landscape has drastically changed now more than ever for everyone. With limited to no fans in the stadiums and arenas,… Read More

Release the Kraken: Social Analysis

September 11, 2020

Seattle is officially a hockey town. Fans waited years to finally know the team's name that would be occupying Amazon’s Climate Pledge Arena. On July 23rd, the team name was revealed to be the Seattle… Read More

Top 10 NFL Teams on Social During the Offseason

September 10, 2020

As the NFL gears up for another season, there is a lot to reflect on during this past offseason. An offseason like no other, we saw many storylines that would seem unthinkable; Tom Brady signing… Read More

All Posts