Travel experiences have lasting effect online

1. Conversation prompts
Flight Recommendations convenience
12.7% 20.7%

THE DIGITAL INTELLIGENCE SERVICE

2. Sentiment
Complaints
7.0%

Customer service
6.5%

Travel guides
8.4%

Airplane photos
4.9%

Advice
4.6%

Love 0.4%

Like 16.9%

Balanced 66.6%

Dislike 13.9%

Hate 2.2%

n = 613
Key conversations about Thomas Cook tended to be held on travel forums. 43.2% of recommendations for Thomas Cook products, 95.5% of flight convenience discussions, 63.6% of customer service discussions, 39.5% of complaints-prompted discussions and 92.9% of advice-focused exchanges were similarly held on travel forums. Strong results for forums in online discussions may indicate a possible avenue to further engage key influencers about the brand. However, travel guide mentions were largely Twitter-based (89.8%) and most comments about Thomas Cook airplane photos were found on Flickr (80%). Other conversation prompts include share prices (4.6%), vouchers (3.8%) and promotional offers (3.3%).

n = 539
Customer service (25.3%), flight convenience (24.1%) and complaints (26.4%) were main sources for negative sentiment towards the brand. Positive sentiment stemmed from personal endorsements and recommendations of travel products (27.9%), additionally, flight convenience and customer service mentions accounted for 9.7% each. Balanced sentiment towards the brand was reflected in an array of conversations with the combination of travel guide mentions, advice-led conversations, photo comments, share price and promotional offer discussions accounting for 37.9% the total segment.

3. Gender
Male 62.8% Female 37.2%

4. Location by Country
USA
47.2%

5. Twitter Bio Interests

Canada France
3.5% 0.5%

UK
39.3%

India
5.1%

Music 24.3%

Film 10.8%

Travel 10.8%

Fashion 5.4%

Football 5.4%

n = 137
Female commentators tended to discuss travel guides (39.2%) and customer service (11.8%). Male commentators mentioned travel guides (16.3%) less often and were interested in a wider variety of topics including sharing airplane photos (15.1%) and making recommendations (13.9%). The relatively low number of female conversation participants might be seen as an opportunity to bolster online engagement with female customers in the future.

n = 430
The surprisingly large percentage of commentators in the USA indicates the extent and impact of Thomas Cook travel products across the Atlantic, with flight convenience (24.6%), recommendations (12.3%), advice (10.3%) and customer service (9.6%) accounting for over half of Americanled discussions. The prevalence of these discussions on travel forums has a distinctive influence on findings, as 59% of forum discussions were USA-based. Thomas Cooks status as one of the largest leisure travel groups in the UK is reflective of the significant portion of UK-based conversations. Indian mentions largely referenced Thomas Cook India.

n = 37
The third-place ranking of travel for Twitter users, most likely reflects a shared interest in lifestyle areas including not only travel, but music, film and fashion. High interest in music and film also suggests that users may pursue entertainment and leisure products often. Beyond those above, additional interest areas include playing pool (5.4%) and other sport (5.4%).

Methodology: The search used to form this analysis ran from 13 October to 14 October 2011, focused on global English language content and produced 827 results, 539 of which were relevant. A 'result' refers to the raw material our system generates when it scours the web. A 'relevant result' is a result that is deemed relevant to the subject of the analysis. 'Data' refers to a refined relevant result - a result that has been considered, and topics and values applied to produce a piece of data. The 539 relevant results used in this analysis produced 1756 pieces of data, a ratio of 3.26 pieces of data per relevant result. It should be noted that data is not linear, and not every result provides data to every topic. The 'n' value (n = X) indicates the volume of data used in answering each topic. The search term used for this analysis was: "Thomas Cook".
Copyright Trufflenet 2011. All rights reserved.

Thomas cook has good plane food & trolley dollies

I love to cook! (Yes, I love Thomas Cook, too)

I really wanna go Mexico.. Looked it up on Thomas Cook .. Saving & that's where I'm goingggg... :)

@3mily_Ox

@franchm

@amie_tp