Instrumented Interconnecteds Intelligent
December, 19th 2012
1:00
 

By Raul Arce
Vice President, Travel & Transportation, IBM

The holidays are upon us once again. And with it comes visiting with family and friends, parties, last-minute Christmas shopping and, of course, traveling.

In fact, more than one in four Americans will travel 50 miles or more from home this holiday season, according to AAA’s 2012/13 Year-End Holiday Travel Forecast. I’m one of those travelers and it’s likely that you are too.

IBM has a long history of innovation in the travel industry, dating back to our work on the first airline reservation system. While IBM technology is invisible to most of us – processing tickets and travel records, self-service kiosks, supporting back-office functions – by design, this helps travel providers better focus on their primary concern, the customer.

Today, many of us are tweeting, commenting, reviewing and posting about our travel experiences regularly. We were curious what that might reveal about sentiment moving into the end-of-the-year peak travel period.

The latest IBM Social Sentiment Index turns its eye to holiday travel. Interestingly, despite the crowded skies and roads, the Index suggests that people in theU.S. are actually very optimistic about traveling. The “Desire Ratio” – the proportion of positive versus negative comments – indicates that people are “looking forward” to holiday travel by a factor of 26 to one. This represents a spike in positive sentiment and is nearly 12 times greater than last year.

Other interesting findings include: 

  • People are roughly 2.5 times more positive about flying in 2012, over 2011; this is possibly due to popular Cyber Monday deals airlines ran this year;
  • Some of the most popular topics of online conversations by travelers ranged from airline loyalty programs and the best ways to convert miles, to the rise in mobile and what to do with pets while on vacation;
  • People spoke less negatively about gas prices, which likely contributed to the positive number of people traveling; 
  • While only a small sample size, sentiment around travel providers’ mobile experiences such as smartphone apps and websites, is on an upward trend (the amount of those conversations increased 40 percent year over year);
  • And even though there is a decrease in the volume of conversations this year, comments mentioning the word “travel” during the studied time period increased 75 percent.

Of course, this index is about more than simply what we, as travelers, are talking about online. It’s about understanding the value of the conversation. CMOs from airlines, hoteliers, cruise lines, and other segments of the travel industry that pay attention to what their customers are saying  and then deliver products and services in a personalized, just-in-time fashion, could transform their business.

Imagine travel offers that are specifically tailored to a person’s desire. The social chatter around traveling with pets, for example, caught my eye. At first glance, this might seem like noise. But to a CMO, this could be a signal of a new market, or at least an opportunity to create new promotional activities directly tied to the holiday season for pet owners.

Taking advantage of insights like this can move the industry from the mass marketing to the ability for marketers to design travel offers and services tailored to what travelers – like you and I – are telling them. Customized incentives and products can address fast-moving trends and real time customer needs. Travel providers must find ways to surprise and “delight” their customers to remain competitive. What better way to drive brand loyalty than an irresistible offer that makes a customer view travel as fun again.

Bookmark and Share

Previous post

Next post

22 Comments
 
March 19, 2014
4:03 pm

Remarkable! Its actually awesome piece of writing, I have got much clear idea concerning from this post.


Posted by: garcinia cambogia pure extract with hca
 
March 10, 2014
5:42 am

Hey there! I’m at work browsing your blog from my new iphone 3gs!

Just wanted to say I love reading your blog
and look forward to all your posts! Keep up the outstanding work!


Posted by: bridal henna
 
February 20, 2014
8:24 pm

I love reading through an article that will make people think.
Also, thank you for permitting me to comment!


Posted by: Zoe Price Interiors
 
December 21, 2013
10:11 pm

Hi there to all, it’s really a pleasant for me to visit this web site, it
contains priceless Information.


Posted by: http://www.homeandcarinsurancequotesonline.com
 
December 15, 2013
3:35 am

A powerful share, I just given this onto a colleague who was doing a bit analysis on this. And he in truth bought me breakfast as a result of I found it for him.. smile. So let me reword that: Thnx for the treat! But yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading more on this topic. If attainable, as you grow to be expertise, would you mind updating your blog with more details? It is highly helpful for me. Massive thumb up for this blog publish!


Posted by: Tristan Davari
 
December 1, 2013
5:39 am

Positive statistics make travelers feel rather secure about travel in a way,since they know they will be in a active and happy-happening environments when on travel with so many other people also accompanying them. Great!


Posted by: Travelling
 
November 10, 2013
5:19 pm

If you really want to improve your search
engine rank, quality, well written content should
be your first priority. The charges of hiring a business can be
quite high and allowance to large sums over time. You can now see that ranking high on Google search engine is no longer just about
the right keywords alone, but also about visitor’s participation on your site.


Posted by: SEO
 
November 1, 2013
10:48 am

Normally I don’t read post on blogs, however I would like to say that this write-up
very pressured me to try and do it! Your writing style has been surprised me.
Thank you, quite nice article.


Posted by: garcinia cambogia supplement
 
October 20, 2013
12:26 am

Spot on with this write-up, I truly believe that this site needs
a llot more attention. I’ll probably be back again
to read through more, thanks for the information!


Posted by: http://programto.net
 
August 7, 2013
1:28 am

Good day very cool website!! Man .. Excellent .. Amazing .. I’ll bookmark your site and take the feeds also¡KI am happy to seek out so many useful information here within the post, we want develop extra strategies on this regard, thank you for sharing. . . . . .


Posted by: automobile door guards
 
August 2, 2013
3:50 am

I want to convey my gratitude for your kind-heartedness for those who should have guidance on that situation. Your real commitment to passing the solution all-around had become remarkably beneficial and have without exception encouraged many people much like me to reach their objectives. Your interesting hints and tips implies a lot a person like me and somewhat more to my office workers. Many thanks; from all of us.


Posted by: Nutrition
 
August 1, 2013
9:20 am

Simply desire to say your article is as surprising. The clarity in your post is just excellent and i can assume you are an expert on this subject. Well with your permission let me to grab your feed to keep up to date with forthcoming post. Thanks a million and please continue the enjoyable work.


Posted by: home developments home
 
July 31, 2013
7:11 pm

I like what you guys are up too. Such intelligent work and reporting! Keep up the superb works guys I¡¦ve incorporated you guys to my blogroll. I think it will improve the value of my web site :)


Posted by: beauty suggestions to
 
July 31, 2013
6:54 pm

You really make it seem so easy along with your presentation but I find this topic to be really one thing that I believe I would never understand. It kind of feels too complicated and very extensive for me. I am having a look forward for your subsequent publish, I¡¦ll try to get the hold of it!


Posted by: childhood education education
 
July 31, 2013
6:38 pm

Well I sincerely liked studying it. This tip offered by you is very helpful for good planning.


Posted by: gourmet food online
 
July 27, 2013
12:57 pm

I found your weblog site on google and examine a couple of of your early posts. Proceed to maintain up the very good operate. I simply additional up your RSS feed to my MSN Information Reader. Looking for ahead to studying extra from you later on!


Posted by: Julius Leshem
 
July 27, 2013
3:18 am

I think this is one of the most important info for me. And i’m glad reading your article. But want to remark on some general things, The website style is ideal, the articles is really great : D. Good job, cheers


Posted by: Online Learning
 
July 25, 2013
3:03 am

I�m impressed, I need to say. Actually not often do I encounter a weblog that�s each educative and entertaining, and let me inform you, you might have hit the nail on the head. Your concept is excellent; the difficulty is one thing that not sufficient individuals are talking intelligently about. I’m very joyful that I stumbled throughout this in my seek for one thing referring to this.


Posted by: Euna Banasiak
 
July 22, 2013
4:16 am

What’s up it’s me, I am also visiting this website regularly, this site is
genuinely good and the viewers are actually sharing
fastidious thoughts.


Posted by: Hildegarde
 
July 22, 2013
3:22 am

I�d should verify with you here. Which is not something I normally do! I get pleasure from reading a publish that can make folks think. Also, thanks for allowing me to comment!


Posted by: Blaine Marotti
 
July 21, 2013
7:22 pm

Definitely consider that which you stated. Your favourite reason
seemed to be on the internet the simplest factor to remember of.
I say to you, I definitely get annoyed while folks think about issues that they plainly don’t understand about. You controlled to hit the nail upon the highest and also outlined out the whole thing with no need side-effects , other people can take a signal. Will probably be again to get more. Thanks


Posted by: Zarostowe zapalenie tętnic (choroba Burgera)
 
May 7, 2013
11:09 pm

The first factor that makes up the price of gas at your local station is crude oil suppliers. This makes up about 59% of the price you pay for gas and it is determined by the world’s oil-exporting countries, particularly OPEC, the Organization of the Petroleum Exporting Countries. The amount of crude oil that these countries produce determines the price per barrel of oil.^*

Pay a visit to our very own web-site as well
<http://www.beautyfashiondigest.com


Posted by: Rolf Ferdinand
 
3 Trackbacks
 
June 22, 2013
6:29 am

[...] to drive brand loyalty than an irresistible offer that makes a customer view travel as fun again.  What Travel CMOs can learn from tweets Leave a [...]


Posted by: What Travel CMOs can learn from Tweets | Travel and Transportation industry
 
December 20, 2012
2:16 pm

[...] holiday crush of crowded skies and roads and fluctuating airfares, an IBM (NYSE:IBM) analysis of social media sentiment suggests that Americans are increasingly optimistic about traveling. In particular, the “Desire [...]


Posted by: IBM Social Sentiment Index: This Year Holiday Travel Could Move From … | Hot Travel Blog
 
December 20, 2012
11:19 am

[...] vanquish of swarming skies and roads and vacillating airfares, an IBM (NYSE:IBM) investigate of social media sentiment suggests that Americans are increasingly confident about traveling. In particular, a “Desire [...]


Posted by: IBM Social Sentiment Index: This Year Holiday Travel Could Move From … | Best Travel Ideas
 
Post a Comment