GlobalData: Top 10 most cited airlines on social media in January-June


image source: @AmericanAirlines

GlobalData, a leading data and analytics company, on Monday released a report on the Top 10 most cited airlines on social media during the first half of 2022 based on discussions from Twitter influencers and Redditors.

According to GlobalData’s social media analytics platform, American airlines retained its position as most discussed airline on social media compared to its last report. However, the airline’s share of voice fell to 15% in the first half of 2022, from 20% in the previous six months.

The highest spike in social media conversations about American Airlines was seen in mid-January, led by a passenger mask dispute. Twitter influencers also appreciated the airline’s move to comply with federal Covid-19 mask regulations.

The rest nine first positions on the GlobalData list that analyzes social media conversations around major airlines are occupied by Delta Airlines, Jet Blue Airways, British Airways, Lufthansa, Air France-KLM, Qantas Airways, United Airlines, qatarairways and Air India.

Delta Airlines with a 14% vote share in the first half of 2022, continued to remain in second place such as GlobalData’s H2 2021 report. During the month of April, influencer conversations increased the most when Delta Airlines ignored mandatory mask requirements and dismissed the Covid-19 virus as “a regular seasonal virus.” (Due to strong outrage on social media, Delta Airlines has changed its statement from “ordinary seasonal virus” to “more manageable respiratory virus” for Covid-19.)

Date range: January 1-June 30, 2022

According to GlobalData, while travel demand driven by the Covid-19 pandemic is positive for the global airline industry, certain factors such as rising airfares, staffing shortages and travel protocols following new Variants of the disease pose new challenges for airlines.

“Social media discussions around global airlines jumped 20% in the first half of 2022, over the previous six months. Net sentiment among social media contributors fell more than 30% in the first half of 2022, compared to the second half of 2021,” said Smitarani Tripathy, social media analyst at GlobalData.

According to Tripathy, the rising rate of flight cancellations due to staffing shortages was one of the main reasons that weighed on influencers’ sentiments. Meanwhile, recession fears coupled with rising airfares due to supply chain disruptions are expected to further weigh on air travel demand.

GlobalData’s “Top 10 Most Mentioned Airlines: H1 2022” report, which analyzes social media conversations around major airlines, is available here.

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