Airlines suffer in online advocacy study
01.08.08
A study of ‘online advocacy’ reports that the five airline brands covered in the results have all lost ground over the past six months, Travolution reports.
UK-based PR agency Kaizo has released its Summer Advocacy Index, the second in what is to be a bi-annual index. The rankings are based on the top ten independent responses to brand searches on Google's web, news, blog and groups channels. Search results are graded as positive, neutral or negative, with the index arrived at by subtracting the percentage of promoters from the percentage of detractors.
The Summer index shows that Virgin Atlantic has the highest online advocacy rating (+16) followed by bmi (+11), easyJet (-7), British Airways (-39) and Ryanair (-40). Virgin has done well on the back of its commitment to Kenya as a tourist destination following the post-election clashes earlier this year. BA meanwhile picked up a lot of detractors after the Terminal 5 opening debacle, while Ryanair's menu pricing continues to generate complaints.
However, when compared with the Winter Advocacy Index released in February, Virgin has dropped 49 points over six months, while Ryanair has fell away by 20, the smallest drop of the five airlines.
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