IBM Social Sentiment Index: This Year Holiday Travel Could Move from Naughty
to Nice List
Big data is giving travel industry tools to create offers that match what
customers say they want
ARMONK, N.Y., Dec. 20, 2012
ARMONK, N.Y., Dec. 20,2012 /PRNewswire/ --In spite of the annual 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 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 nearly 12 times greater in 2012 versus 2011.
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Measuring public sentiment can help travel industry chief marketing officers
customize incentives and services to be more in tune with what customers are
asking for, using data to tailor their offerings to address fast-moving trends
and real time customer needs.
According to the IBM Social Sentiment analysis, there was an increase in the
volume of positive conversations about flying, driving and spending time with
family and friends, among others. For example, the IBM "Desire Ratio" for
flying indicated that comments are roughly 2.5 times more positive about
travel in the 2012 holiday season. This increase could possibly be attributed
to the Cyber Monday deals that airlines ran this year. Positive sentiment
associated with driving also increased 13 percent.
"Measuring social sentiment has the potential to enable the travel industry to
literally design travel offers and services tailored to what travelers are
telling us," said Raul Arce, vice president, travel & transportation, IBM.
"Big data has the power to transform the travel industry for the airlines,
hotels and other travel providers that can translate customer desires into
irresistible offers that they will welcome."
The IBM Social Sentiment Index combines sophisticated analytics and natural
language processing technologies to gauge consumer public opinions from
Twitter, blogs, message boards and other social media. In this instance, the
Index was used to measure and understand consumer views around the holiday
travel season in the United States from the period of December 1 – December 10
in 2012 and 2011.
The volume of conversation about flying as the holidays approach is up 10
percent in comparison to last year (38 percent in 2012 vs. 28 percent in
2011). This enthusiasm is not limited to those who have confirmed travel
plans. A possible window of opportunity exists for businesses to influence
last-minute customer travel-related decisions. Anecdotally, around one quarter
of online holiday travel conversations suggested that an itinerary had not
The analysis also surfaced insight into trends and topics related to flying
this holiday season. Top of mind for travelers are airline loyalty programs
and best ways to convert miles, possible fuel surcharges likely related to the
price of fuel, and what to do with pets while on vacation.
While it might seem like "noise" that there is a cluster of social
conversation around potential travelers and their animals, it could signal an
emerging trend - or niche demographic - that pet-friendly hotels or airlines
could capitalize on through additional promotional activities or special
offers directly tied to the holiday season for pet owners.
Additional insights from the IBM Social Sentiment Index for holiday travel
oNegative sentiment related to gas prices is on a downward trend, which
will likely contribute to the number of people traveling.
oWhile 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.
oConversations about the word "travel" during the studied time period
increased 75 percent.
oMeasurement of sentiment suggested that fewer people are canceling their
plans for the 2012 holidays with a decrease of 19 percent in negative
sentiment this year.
oThe Index recorded a decrease in conversation volume from 2011 to 2012,
possibly attributable to the additional weekend between Thanksgiving and
Christmas this year. Early holiday social chatter in December also
suggested people were more focused on holiday preparation than travel
The wealth of online content around travel -- from traveler review sites to
public conversations on Twitter and Facebook -- has become very influential in
how people determine their travel plans. Understanding the positive, neutral
and negative nuances of their conversations and who is influential can help
airlines, hoteliers and other travel service providers market better products
and services to their customers.
About the IBM Social Sentiment Index
The IBM Social Sentiment Index uses advanced analytics and natural language
processing technologies to analyze large volumes of social media data in order
to assess public opinions. The Index can identify and measure positive,
negative and neutral sentiments shared in public forums such as Twitter,
blogs, message boards and other social media, and provide quick insights into
consumer conversations about issues, products and services. Representing a new
form of market research, social sentiment analyses offer organizations new
insights that can help them better understand and respond to consumer trends.
IBM's social sentiment capabilities are delivered on an industry-leading big
data platform that can access, store and analyze any data regardless of how
fast it is moving, what type it is, or where it resides.
For more information about IBM Social Sentiment Index, please visit
www.ibm.com/social-sentiment. Follow the conversation at #IBMIndex on
For more information about IBM and Smarter Travel, please follow @IBMTransport
Sara Delekta Galligan
IBM Media Relations
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