Travel brands turn to social media

The travel and tourism industry has had a tumultuous year, to put it lightly. Facing a near-impossible situation with a global pandemic at hand, travel brands had to adapt to situations far outside their control.

On social, it meant playing it safe. Should they encourage people stay at home, showcase their latest safety measures, or just stop posting all together? Most brands opted for a cautious approach as posts decreased nearly 40% between February 2020 and May 2020. Fast forward a year, the travel industry is still feeling the effects of the shutdown. It’s not all bad news, numerous brands have found ways to adapt and create content and messaging that was received sustainably better than their peers.

This report looks at the top brands in the hotel, airline, cruise, and car rental industries to see who is doing it best on social in the past six months.