Tapping into notable travel topics
First, a little bit about KAYAK.
KAYAK, part of Booking Holdings (NASDAQ: BKNG), is the world's leading travel search engine. With billions of searches across their platforms, they help people find the perfect flight, stay, rental car, and vacation package.
Core to KAYAK’s DNA is to make it easier for everyone to experience the world through travel. Their campaigns are often centered around making travelers smarter, so people can get out there more often.
This particular campaign was no different. The team at Supernatural started thinking about the evolution of air travel behaviors catalyzed by the pandemic and realized that travelers were behaving more wildly than ever.
With so much change over the past 3+ years, what do people consider acceptable when traveling, and what isn’t? KAYAK and Supernatural set out to decode the unwritten rules governing modern air travel using social data.
By mapping air travel conversations, Brandwatch data began to unearth popular topics, serving as a foundation for Supernatural's exploration.