Dutch airline KLM have outperformed the rest of the travel industry in the very first Travel Social Media Benchmark from eDigitalResearch, topping the Facebook league table with over 4.5 million followers.
The travel social media benchmark measures the performance of travel brands across the most popular social media platforms, including Facebook, Twitter and Google+.
The results highlight how KLM’s comprehensive social media programme has engaged with more online users than any other travel brand and have a staggering 1.7 million more Facebook likes than second place Air France.
Other key findings include:
• KLM are the only travel brand to appear in the top five of all four league tables across Facebook, Twitter, Google+ and Pinterest.
• On average, the airline industry is engaged with more social media users than any other travel sector.
• Like retailers, travel brands are failing to update their social media accounts over important weekend periods.
Download the full report here (registration required)