Trend watch: 5 ways airlines harness social media

We’ve all experienced as consumers the potential pitfalls of air travel, particularly when flights are delayed or cancelled without adequate explanation. Operating within a sector in which real-time updates and open channels of communications are of high priority, many airlines have as such warmly embraced social media.

Running down the top five opportunities for maximising customer relations via social marketing, this list identifies some of those that have nailed it.

Customer loyalty

Recognising the need for active participation within social media, airlines including Virgin Atlantic have built a strong community presence by launching official Twitter and Facebook pages.

“This gives us an opportunity to help out whenever we can and answer a question or resolve a small issue before it becomes a larger complaint or results in a dissatisfied customer,” says Kyle Thorne, social relations manager, Virgin.

Deal tracking

The potential money-saving benefits to consumers of seeking out airlines via social media are massive. Following airlines on Twitter or liking them on Facebook can often mean being the first to see and access the best deals, maximising on rewards programmes, and enjoying special offers often limited to social media.

Low-cost German airline Germanwings integrated Facebook and Twitter into its direct marketing mix in 2009, enabling its followers to receive real-time company news as well as current deals.

Planning, sharing & connectivity

Social media channels not only provide a space for airlines to connect with their customers, but also for customers to connect with each other.

“Our passengers also want to share experiences and get travel advice from others in their networks – that’s nothing new, but we try to facilitate that information exchange so our passengers inspire one another to travel,” adds Thorne from Virgin.

Crisis communications

Last year’s weather disruptions and ash clouds put airlines to the test when it came to troubleshooting. Use of social media allowed them to provide consumers with instant updates literally as they were happening. Most recently, when December’s snowstorms left thousands of planes grounded, airlines turned to Twitter to communicate with their passengers, in an attempt to ensure they never felt stranded or abandoned.

In-flight communications and entertainment

Airlines including Delta, US Airways, Virgin America, and United Airlines all now welcome free access to Facebook through in-flight WiFi.

On the ground, Malaysia Airways’ MHBuddy system lets passengers check-in and print out boarding passes, and enables them to see if other Facebook friends are on the same flight. They can then message flight plans to those friends and change seats so they can sit together using the same tool.

Trends supplied by Cheapflights.co.uk

To learn more about Twitter and travel, visit

http://www.cheapflights.co.uk/travel-tips/twitter-for-travel/