As travel plans have more or less been confirmed for the holidays, destinations’ effort to tempt travelers via social media did not return a rise in engagement.
The chart below on the Top 10 Destinations on Social Media for November 2014 contains both traditional destination marketing organizations and two park systems — Disney’s theme parks, and the U.S. National Park Service, as represented by the Department of the Interior. They’re grouped together based on how travelers experience and interact with them online rather than traditional categories that could see them listed separately.
The top 10 are calculated using our Skift Score, which takes into account social media performance on an absolute basis, as well as relative to a company’s specific industry. It compares metrics across platforms and provides an intelligent measure of competitive edge.
Top 10 Destinations on Social Media for November 2014
Source: SkiftIQ
Walt Disney World Resorts secured first place in November — breaking October’s tie for first place with Tourism Australia — although Walt Disney’s Skift Score (809) in November was a tad lower than than previous month.
Despite the fact that Tourism Australia hosted a dinner in November with 80 media and gastronomy influencers to celebrate its Restaurant Australia campaign, the tsunami of hashtags didn’t translate into notable acquisitions on Instagram and Twitter. Considering the two platforms were heavily integrated into the campaign, Tourism Australia came in with a marginal increase in followers that was roughly 3.5% of its total followers on each platform.
Source: Skift
