What India wants: Flying, driving and vacation for December 2013

IBM Social Sentiment analysis of 250,000 online conversations focuses on travel preferences of Indian consumers pointing to interest in spending holidays overseas. When it comes to going abroad, London is the preferred international holiday destination for 2013 while Goa gets preference within India.

Travel and hospitality was trending in 33% of social conversation tracked with a high volume of discussions about flying, driving and vacation. IBM ‘Desire Ratio’indicates 59% of people are ‘looking forward’ to a December vacation.

Indian consumers prefer holiday abroad this festive season IBM

Destinations was a dominant theme being discussed with a surge in ‘luxury destinations’ discussions. Service, experience, and price were discussed. “Measuring social sentiment has the potential to enable the travel industry to design travel offers and services tailored to what travelers are telling us,” said Dr Lata Iyer, Partner, Global Business Services, IBM India & South Asia. “Big data has the power to offer new insights to the travel industry including airlines, hotels and other travel providers that can translate customer desires into irresistible offers that they will welcome.”

For international destinations, Thailand was the most recurring country in social conversations. Delhi-Agra-Jaipur, Taj Mahal and Golden-Temple were mentioned. So was, beaches and palaces. Kerala was atop in top trending state in India. Transportation trends saw air travel discussions garner highest proportion of negative sentiments.