Based on 2,50,000 online conversations that revealed the travel preferences of Indian consumers, the IBM Social Sentiment analysis concluded that travel and hospitality was trending as high as 33% of all social conversation tracked.
This indicated a particularly high volume of discussions about flying, driving and vacations with family and friends, among others, said the report.
As per the company, the IBM "Desire Ratio," which is the proportion of positive versus negative comments, indicated that 59 % of people were "looking forward" to taking a vacation in December.
The findings reveal that International destinations received the most buzz (32%) on all social media channels. London was the most mentioned destination city, while Thailand emerged as the most recurring country in social conversations.
It adds that 'destinations' emerged as the dominant theme being discussed and positive sentiment associated with 'luxury destinations' also showed a huge surge.
People's choices for travel and vacation destinations primarily revolved around service and experience, while price was a key driver when it came to hospitality and travel agents.
IBM said it intends to measure public sentiment through social listening to help travel industry tap real time trends and customize incentives and services to be more in tune with what customers are asking for, using the data to tailor their offerings to address fast-moving trends and real time customer needs.
"Measuring social sentiment has the potential to enable the travel industry to design travel offers and services tailored to what travelers are telling us," said Lata Iyer, partner, global business services, IBM India & South Asia.
"Big data has the power to offer new insights to the travel industry including airlines, hotels and other travel providers that can translate customer desires into irresistible offers that they will welcome."
According to IBM, the IBM Social Sentiment Index combines analytics and natural language processing technologies to gauge consumer public opinions from Twitter, blogs, message boards and other social media, said the company.
The Index was used to measure and understand consumer views around the holiday travel season in India from the period of September 1 to December 12 in 2013.
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