[REPORT] European Airlines to Drive Revenues Using Social Media in 2016

European airlines, which have matured in terms of their social strategy, have begun shifting focus on driving revenues using social media.

As shared in an earlier article regarding Middle Eastern airlines, there are ample differences in the way people use social media across the world.

These cultural differences and different user social media usage patterns have a major impact on the goals and challenges that airlines in different regions drive using social media.

European airlines prioritise ancillary revenues in 2016

Our research with 166 executives from 78 global airlines conducted in late 2015 revealed that European airlines seem to be on a much more organic social media growth trajectory.

After evolving from brand awareness to customer service as their top priority, they have shifted their focus on driving revenues using social media. In fact, EU based airlines registered 50% growth in their preference for driving revenues using social.


Source: SimpliFlying Airline Social Media Outlook 2016


Lack of tools is biggest challenge faced by European airlines

Lack of tools or software is a challenge most encountered by European airlines when it comes to social media. This is over 20% higher than faced by airlines in any other region, emphasising the fact that European airlines are often ahead in the social media curve.


Source: SimpliFlying Airline Social Media Outlook 2016

Their focus on data and listening tools coupled with a rise in importance of customer service has fuelled this demand for newer tools. This is a classic representation of an increased focus on social media efficiency – another key finding revealed in the research survey.

Note: This above article is taken from a section in the Airline Social Media Outlook 2016 report. Further findings from the survey about European airlines compared to airlines in other regions are available in the report. To download, click here.

Exclusive Webinar for Airline Managers on Jan 20 & Feb 3, 2016

Coming up in January and February 2015, SimpliFlying will be conducting a series of webinars where we share key findings from Airline Social Media Outlook 2016 and other research, covering the topics:

  • Business goals and optimal team structures for airline social media
  • Key differences among airlines in different regions
  • How to benchmark and map social media performance to airline business goals (e.g. route development)

Webinar Sessions:

  • Jan 20, 2016 – 10am (GMT)
  • Feb 3, 2016 – 7pm (GMT)

To register your interest, please click on the sign-up button below or email Guen at guen@simpliflying.com. Kindly note this webinar is only for executives currently working at airline organisations.

webinar signup

Download Full Report: Airline Social Media Outlook 2016

This article is taken from a section in the Airline Social Media Outlook 2016 report. To download the report, click here.


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Li Guen

Li Guen

Former Head of Communications and Marketing at SimpliFlying
Li Guen was the Marketing Communication Lead and Project Manager at SimpliFlying from May 2012 to May 2017. Prior to this, Li Guen was at Weber Shandwick working with clients including Rolls-Royce, Changi Airport Group and P&G. In her free time, Li Guen likes trekking mountains in Asia.
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