Brand Karma’s Blackbooks crunch social media data into meaningful insights

CIRCOS Brand Karma has launched Blackbook reports that offer on-demand analyses of the online reputation of key destinations and individual hotels around the world.

Said Mario Jobbe, COO & co-founder of Circos Brand Karma: “We’ve learned that different stakeholders need different insights to compete analytically. The Blackbook reports are designed to get the right information to the right person in a meaningful way.”

Available in two editions, Blackbook reports are generated entirely from public online content.

The Market Blackbook analyses the top 20 hotels within a given destination and ranks them according to their social media presence, share of voice and overall satisfaction in online reviews, in addition to a detailed analysis of the overall market. Currently available for Bangkok, Shanghai and Singapore, reports of other cities will be released in the coming weeks.

The Hotel Blackbook profiles an individual hotel based on key performance indicators of its online reputation. Each report contains a detailed scorecard summarising reviews, social network postings, photos and videos by month, product, service and emotional trends, and monthly performance versus the market. They are now available on the 200 most-reviewed hotels in Bangkok, Beijing, Dubai, Hong Kong, London, Los Angeles, New York, Rio de Janeiro, Shanghai, Singapore, Sydney and Tokyo. Hotel reports of over 100 cities will be available by the end of 2012.

Designed to be applicable across the travel trade, Blackbook reports are priced from US$99 and can be purchased through

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