2024 was a challenging year for the aviation industry, with reputational risks soaring as global passenger volumes exceed pre-pandemic levels. Airlines face a host of pressures, including safety concerns, regulatory scrutiny, strikes, rising operational costs and disruptive weather. Orla Graham, Insights Consultant at CARMA, explores how airlines can leverage data to stay ahead of reputational crises.
It has been a turbulent year for the aviation industry. Despite global passenger volumes exceeding pre-pandemic levels earlier this year, according to ACI Europe, challenges including safety issues, regulatory pressure, striking workforces, high costs and challenging weather conditions have put reputations to the test.
Thanks to online and social media, incidents can go viral in hours. Videos of poor in-flight and airport experiences can receive millions of likes and comments in a matter of hours, and before an airline knows it, the story is in the morning newspaper.
Airline experiences have become more than just going from point A to point B. Recent analysis from CARMA suggests that financial results, flight experiences and airline rankings are important considerations when consumers pick an airline. The risks are higher than ever, and simply using siloed data analysis isn’t enough. Airlines must adopt a unified approach, integrating insights from news media, social media and audience research to form strategic responses that minimise reputational fallout.
Reputational risks in the digital age
Airlines have been under the global microscope over the past 12 months. From the IT outage over the summer to strikes in France grounding flights and flooding in Dubai – the industry’s reputation has been tested. Not only that, but a turbulence incident on a Singapore Airlines flight, staff shortages at Cathay Pacific, along with several issues at Boeing, all highlight the complexity of managing corporate reputations in the modern world.
Airlines are under pressure to get to grips with the latest technology, operational challenges and congestion. Social media has fundamentally transformed how information, both positive and negative, spreads. Travel is an emotional experience, and when things go wrong, people are quick to share their grievances on social media. This speed of communication makes it harder for airlines to control narratives, but also presents a unique opportunity for real-time monitoring and swift responses.
Handling issues can have a lasting impact on customer retention and engagement. Incidents like turbulence on board a Singapore Airlines flight demonstrate that it is possible to have positive and neutral coverage from such crises. The airline was not blamed and Singapore Airlines’ responses were praised. Cathay Pacific did not see the same generosity with its cancellations and disruptions due to staff shortages because it was perceived as poor planning and underinvestment in staff.
What matters to airline passengers
So, what do passengers care about? According to recent analysis, products and services were the biggest driver of traditional and social media and the most influential factor in people’s opinions of a company’s reputation. Not only that, but research conducted by CMAC Group found 46% of UK travellers said flight delays or cancellations, along with the airline’s service, would prevent them from travelling with the same airline again in the future.
Social media conversations around these areas provide a valuable source of real-time feedback for airlines. For instance, X, formerly Twitter, sees thousands of mentions of airline brands daily, which can indicate public sentiment and should be critically evaluated to uncover actionable insights. Monitoring and analysing these conversations requires technology and expert analysis to help airlines detect shifts in customer expectations and identify true pain points.
Our recommended approach allows airlines to detect shifts in public sentiment through a combined analysis of social media conversations, news coverage and audience research. This methodology provides not only a snapshot of public opinion but actionable insights that can help comms teams adjust their strategy before issues escalate. The ability to synthesise and contextualise diverse data sources ensures that airlines are not just reacting to the noise but managing their reputation proactively.
Using data to manage the narrative
The real value of data-driven insights lies in its ability to inform proactive strategies. Airlines can monitor brand mentions across social media, news articles and customer reviews – synthesising these sources into comprehensive, real-time reports that map out shifts in public sentiment. This unified approach allows comms teams to stay ahead of potential reputation crises and ensure that key messages resonate with their target audiences.
Although planning and preparation are key, some issues like weather-related incidents are unavoidable. A commitment by PR and communication teams to proactivity, flexibility and transparency is essential to responding swiftly and appropriately. There is no one-size-fits-all approach. Real-time crisis analysis – supported by diverse data inputs – can help brands address stakeholder concerns more effectively. It’s not just about collecting data; it’s about interpreting that data in a way that helps airlines anticipate issues and communicate effectively.
The rise of social media and misinformation means that crisis communication has moved beyond the need to address the media and customers. Brands must consider authorities, audiences, investors and internal teams when carving out narratives. For example, if social media mentions are rising around a delayed flight or a policy change, this approach allows airlines to assess the broader context – what the sentiment is and what specific issues are being raised. Using this information, comms teams can swiftly deploy tailored messages and adjust their strategy to mitigate reputational risks.
Redefining reputation management
Armed with robust data from online articles, social media posts and audience research, airlines can shift from playing defence to a proactive reputation strategy. Rather than waiting for complaints to hit the news cycle, airlines can get ahead of issues and show passengers that they’re listening.
A combined data approach empowers airlines to craft and control their narrative in a crowded, competitive industry. Research enables airlines to spot emerging trends, address recurring pain points, and measure the effectiveness of their communication strategies. By spotting trends and addressing common pain points, they can demonstrate a commitment to continuous improvement, building a brand that passengers trust and recommend.
Reconnecting with customers in turbulent times
Protecting reputation isn’t just about managing crises – it’s about establishing trust and loyalty that withstands disruptions. Airlines that adopt a proactive, data-driven approach to reputation management can transform audience feedback into actionable improvements, reducing the impact of negative experiences and amplifying the positive.
By blending insights from social media, online and print coverage analysis and audience research airlines can craft a robust communication strategy that extends beyond their immediate customer base. This proactive approach allows them to understand and engage with key audiences, spot issues before they escalate and make informed improvements that resonate with passengers.
Airlines that embrace data-driven reputation management can be one step ahead at a time when it can easily feel like they are five steps back. Using technology to closely monitor how stakeholders feel helps forge stronger connections, paving the way for long-term loyalty in challenging reputational situations.