The report looks at how each travel site performed in social conversations over the past six months and compared them to a previous ranking of the top OTA brands in June 2017. According to the analysis, most online travel websites tend to perform better in offline (face-to-face) conversations when compared to online (social media), even though each of these brands operate online. In fact, the only website whose performance runs counter to this rule is Kayak. The Company's online scores were higher than its offline scores. The analysis is unique in that it combines offline and online consumer conversations, and is based on Engagement Labs' proprietary TotalSocial data, which continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations. According to Engagement Labs, Expedia, which was previously ranked second, moved into the number one spot in the ranking and surpassed TripAdvisor. The shift was fueled by Expedia's increase in online volume, which means that consumers are talking more about the OTA in social media conversations. In August, the company hired its new CEO, Mark Okerstrom, whose plans include emphasizing its travel agent and customer service offerings. Get the full story at Markets Insider