Digital

Travel Brands Best Fashion and Beauty Companies in Facebook Engagement

Excerpt from Marketing Week

Jul 25, 2013 8:17 am

Skift Take

Travel brands’ smaller communities could be one factor in their increased engagement, but the nature of their industry – including beautiful images and videos – also makes for more “likable” Facebook content than photos of solitary fashion products.

— Samantha Shankman

Free Report: The State of Student Travel

Facebook engagement levels among some of the country’s best known brands remain low compared with global industry averages, according to research seen exclusively by Marketing Week.

In the travel sector, the number of Facebook fans are generally much smaller than for fashion or beauty, however the overall engagement rates tend to be higher. The average global travel and leisure engagement rate is 4.8 per cent – but Thomas Cook, Thomson Holidays and TravelZoo.co.uk beat this with 6, 5 and 12.2 per cent respectively.The brand with the highest rate is LateRooms.com with 15.1 per cent, although it has fewer fans than most of the brands with 83,612, compared with Thomson Holidays’ 408,196.

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