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The A to Z of Social Listening
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On social media, travel-related posts continue to rise, driven by an increasingly engaged community. From recommendations and experience sharing to emerging trends, travel content is flooding platforms, making the competition more intense than ever.
In 2024, more than 290 millions posts were dedicated to travel, marking an increase of 57% in ten years.
Qatar Airways dominates the competition, securing the top spot in the influence ranking—measured by engagement levels, including the most retweets on X, the most reactions on Facebook and LinkedIn, and the most likes on YouTube, Instagram, and TikTok. The airline generates over 4 million interactions on social media, with TikTok alone accounting for 68% of its total engagement.
Qatar Airways stands out on social media with a luxury-focused strategy, showcasing a premium travel experience that transforms each journey into a moment of comfort and escape.
Emirates follows with 3.5 million interactions, while Japan Airlines secures third place with 684k interactions. ANA All Nippon Airways (537k interactions) and SWISS International Airlines (340k interactions) complete the top five.
Instagram is used by all the airlines analysed, with one common trend among many of them: most leverage the platform to shape their brand image, particularly through collaborations with figures from the sports and media industries.
Airlines' storytelling often relies on personalities. The leader in the ranking, Qatar Airways, forges multiple partnerships with athletes such as Novak Djokovic and Pierre Gasly, as well as models like Rosie HW.
Meanwhile, Turkish Airlines collaborates with influencer @qmike, boosting its post to nearly 15,000 likes, five times its usual average on Instagram.
In the past, X was the main platform for crises. Today, this dynamic has widely expanded to other social networks, such as Instagram, making brand management more complex in 2025.
Air France is an example of an airline that faced criticism on this platform. In June 2023, the brand found itself at the centre of a controversy after French influencer Sally posted a video on her social media, recounting an alleged incident of mistreatment by a flight attendant during a flight between Brazil and France. The video quickly gained traction, receiving over 365,000 likes on Instagram.
The most influential airline on social media, Qatar Airways, stands out on YouTube by using gaming elements, a strategy that proves successful. The airline transforms its landings at the most beautiful destinations by drawing inspiration from gaming codes, putting viewers in the shoes of a player. The seven videos titled "Beautiful landing in..." have amassed 8.6 million views, accounting for 25% of the airline's total views on YouTube.
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