Having just returned from a busy and wonderful ARF Re:think Annual Summit, I can safely say that there is no spring break in my immediate future, but the airports are certainly slammed with people jet-setting off to their vacations. It got me thinking – for this trip I went straight to Continental’s website, but I usually use a travel booking site – I wonder what sites all these spring break and business travelers have been using and which ones do they love?
I used Orbitz until my last boss converted me to Priceline to keep us on track with a tight T&E budget. I can remember submitting a bid and waiting, breath held and knuckles white. But I also remember always getting a great deal, and the sheer delight of a great find for an even better price. As always when my curiosity gets the best of me, I turned to NetBase social media insight and analysis to see what online consumers are saying about these six travel booking sites: Kayak, Orbitz, Expedia, Hotwire, Travelocity and Priceline.
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.
Turns out that my old boss was on to something – Priceline not only generated 42% of the overall chatter about these travel brands, but also generated the most love out of the six brands, landing itself in the most desired spot on the chart: upper right quadrant. In looking at the verbatim surfaced by NetBase, I found that the reasons for Priceline’s love range from the great service it delivers to the star of their quirky commercials, William Shatner. And honestly, who can resist Captain Kirk?
I love the Priceline commercials they make me really happy
I love priceline and have gotten some amazing deals
Hotwire generated only 12% of the overall chatter, but still managed to inspire passionate support from its online consumers, who raved about the site’s ability to continuously provide users with fantastic deals.
We’ve used Hotwire the last two times we’ve gone a trip, and I got to say I love it
I love hotwire, where else could you get a three and a half star hotel for $35
I love Hotwire for putting me up in this place for cheaps!
And while Captain Kirk has been claiming the hearts of online travelers, it seems that the Travelocity gnome has not been so lucky. Consumers complained about both the little gnome as well as terrible customer service.
I really really really HATE Travelocity!!!!
Travelocity has the WORST customer service I have EVER experienced
Travelocity has the worst customer service I have ever come across
So there you have it –social media consumers love Priceline the most. Who did you use to book your last – or your next – vacation?
Lisa Joy Rosner
The Brand Passion Index, other cool ConsumerBase insights, and thoughts on understanding the social media universe from Lisa Joy Rosner, NetBase CMO.
