Last week was the 35th annual World Travel Market, the leading global event for the travel industry.
To mark the occasion, we looked at how the four-day event at ExCeL London played out on social media.
With more than 50,000 senior travel industry professionals, government ministers and international press in attendance, we analysed social media activity around the official #WTM14 hashtag on Twitter and Instagram from the 3-6 November.
The Umpf team created a daily social media report which looked at the previous day’s most influential contributors, hot topics, most shared tweets and images, as well as day-on-day trends (see more: Day 1, Day 2, Day 3, Day 4).
Now that WTM has ended, we have produced an in-depth, 12-page report which looks at social media usage at the event in more detail.
The data tracking, research and analysis was managed byEllie Hallsworth and Matthew Balmforth. It was produced by Umpf in association with TTG, the UK’s leading media business for travel agents and the travel and tourism industry.