Travel booking and tools sites with large audiences on Twitter and Facebook did not take advantage of big events and trending terms over the past four days — Cinco de Mayo, The Kentucky Derby and Star Wars Day — to connect with consumers.

While it may not always be a natural fit, being part of a larger conversation can help brands build awareness and develop relationships. It may be difficult to strike a balance between being fun and promotional but being present is key. Here’s a closer look at who was talking about what and where.

On Twitter, three of ten brands — American Express, Travelzoo and Expedia — talked about Cinco de Mayo. While both American Express and Travelzoo reminded their followers about the upcoming Mother’s Day, AAA shared awareness about Bike Month. From our research, Travelzoo, Expedia, and Orbitz were the only brands that tweeted about promotions.

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Activity on Twitter

Booking & ToolsTwitter FollowersCinco de MayoStar WarsKentucky DerbyPromotions
American Express710,634X
Kayak450,764
Travelzoo395,908XX
AAATravel329,649
Bing Travel258,701
Airbnb215,820X
Expedia204,712XX
Travelocity116,494
Orbitz116,161XX
Thomson Holidays76,753

Travelzoo’s relevant promotional tweet:

In comparison, four of the brands on Facebook were inspired by Cinco de Mayo, while Priceline congratulated California Chrome, the Kentucky Derby winner. Travelzoo did not repeat its content on its Facebook page but did publish a promotion. Lastly, none of the brands talked about the coming Mother’s Day (sorry, mom, no last-minute flight deals).

Activity on Facebook

Bookings & ToolsFacebook LikesCinco de MayoStar WarsKentucky DerbyPromotions
American Express5,253,745XX
Hotels.com2,094,500X
Expedia1,966,723X
Booking.com1,960,428
Trivago1,661,042
Travelzoo1,617,629X
Priceline634,733X
Thomson Holidays569,875
Orbitz562,048X
Airbnb554,525

Hotels.com published a video on Facebook (and Twitter) with their campaign star, Captain Obvious.

Learn More at SkiftIQ