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More travel executives get their mission-critical industry news from Skift than any other source on the planet.

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Today we launched SkiftIQ, our first foray into premium data services, built around competitive intelligence dashboards of metrics that matter to travel brands.

With this, we’re also launching our competitive benchmark score for the travel industry called Skift Score, which incorporates proprietary methodology to come up with cross-sector digital IQ for travel brands, with the goal of creating a common language of competitive intelligence.

The first list of Top 10 most effective social media brands in travel, as judged by their Skift Score, are below. The ranking/score is out of 1000, with a simple-yet-powerful formula then weighs and normalizes distribution in order to come up with a final score from 0-1000. More info here.

The Top 10 Travel Brands, By Skift Score

Name Skift Score Twitter Follows Facebook Likes Youtube Video Views Instagram Followers
KLM 984 623,439 445,7955 30,020,849 15,425
American Airlines 951 668,800 1,114,941 3,836,631 19,203
TAM Airlines 944 545,874 1,576,695 5,775,741 22,397
Virgin America 940 467,076 480,313 9,605,170 29,214
Air France FR 930 301,345 2,751,971 2,420,103 18,810
WestJet 927 251,993 469,501 4,955,689 11,435
United 919 330,244 546,275 2,552,737 10,723
Four Seasons Hotels 915 93,342 204,065 1,603,504 24,589
AirAsia 911 836,038 2,066,498 2,158,419 37,774
Marriott Internat’l 890 277,567 174,034 404,402 4841
Photo Credit: KLM, the travel brand with the highest Skift Score.