Travel companies are adopting creator-style strategies on social media platforms to build communities rather than accumulate followers. 

According to a PhocusWire article, this shift in approach is helping brands like United Airlines and Ryanair gain traction with audiences.

United Airlines has amassed 1.1 million followers on Instagram and is approaching a similar number on TikTok. 

Social media management platform Dash Hudson reports that United maintains an average Entertainment Score of 8.4 out of 10, surpassing the industry standard by 73%.

“Social media truly is an extension of a brand, and it humanizes it,” Dash Hudson CMO Kate Archibald said in a statement. “What works on social [media] today is engaging and entertaining content.”

Brands are focusing on cultivating distinct voices and identities. Ryanair’s social media bio reads, “Catch flights, not feelings,” while United Airlines positions every flyer as a “main character” in its TikTok bio.

Building an Identity

While follower count remains a metric, the focus has shifted towards community building. 

“Over the last couple of years, we’ve seen this change from followers being the most important thing to now being all about community,” Archibald explains.

Lissa Rao, Chief Product & Growth Officer at Hostelworld Group, noted the importance of building a persona that resonates with travelers while representing the company’s mission. 

She stated that Hostelworld’s primary goal on social media is to assist solo travelers: “It’s relevant for our existing customer base and the customers who are unaware of what we offer today.”

Scott W. Thornburg, Senior Director of Marketing & Communications at Sojern, a travel marketing platform, noted, “A well-defined voice can help a brand stand out and cultivate a stronger connection with its audiences.”

While Thornburg advises travel brands to prioritize authenticity when developing their social media presence, he cautions against trying to fit into a mold that aligns differently from the brand’s identity.