Over the last 5 years the world has been transformed by a revolution in social interaction. The convergence of mobile and internet technologies have enabled ubiquitous access to new means of communication. This combination has enabled mass interaction on an unprecedented scale. Skype, Facebook, Google+, You Tube, Twitter, LinkedIn, Instagram, Pinterest, Qzone and many others are enabling billions of people to connect, discover and share.
What has this meant for the airline industry? As a highly social service many airlines have defined and executed their social media strategies but most admit that they are still learning and finding their way.
This presentation provides an overview of how airlines are using social media marketing to build relationships, drive repeat business and attract new customers in what truly is an engagement revolution. This business transformation is set in the context of the wider revolution in travel marketing which we call “the fusion of science, art, technology and relationship building”. Links to case studies from Cathay Pacific, Air New Zealand and KLM are provided.