7 Travel Brands Crushing It on Twitter in 2024

JetBlue has transformed Twitter customer service from a necessary evil into a competitive advantage. Their dedicated support team responds to customer inquiries within 15 minutes on average, often resolving issues before they escalate. What sets JetBlue apart isn't just speed – it's their human approach to problem-solving. Instead of robotic corporate-speak, their agents inject personality into every interaction while maintaining professionalism. They've built a reputation for going above and beyond, like personally calling customers when Twitter's character limit can't contain the solution. JetBlue also excels at proactive communication during weather delays and operational issues, keeping customers informed before they even ask. Their Twitter strategy proves that exceptional service creates brand advocates who defend you in public conversations.

Airbnb has mastered the art of letting their community tell their story. Rather than posting generic hotel-style photos, they curate stunning user-generated content that showcases real experiences in unique properties. Their Twitter feed feels less like corporate marketing and more like a travel-obsessed friend sharing incredible discoveries. Airbnb's genius lies in their content curation process – they don't just retweet random posts. Instead, they carefully select images and stories that align with their brand values of belonging and authentic travel experiences. They amplify diverse voices and destinations, avoiding the trap of only featuring luxury properties. Their hashtag campaigns like #BelongAnywhere and #OneLessStranger have generated millions of organic posts across social platforms. Airbnb also excels at timely, relevant content that ties into cultural moments and trending topics without feeling forced or opportunistic.

KLM pioneered airline customer service on Twitter and continues to set the standard for real-time assistance. They were among the first airlines to use Twitter as a primary customer service channel, and their approach has become a masterclass in crisis communication and proactive support. KLM's Twitter team monitors mentions 24/7 in multiple languages, providing personalized assistance that often resolves issues faster than traditional phone support. What makes KLM exceptional is their integration between Twitter and their internal systems – agents can access booking details, make changes, and process refunds directly through social interactions. They've also innovated with creative campaigns that showcase their personality, like their annual #KLMmustache campaign and real-time flight tracking updates. Their approach balances efficiency with empathy, acknowledging that travel disruptions are stressful and treating each interaction as an opportunity to exceed expectations.

Marriott has successfully positioned itself beyond just accommodations, creating a lifestyle brand that resonates with modern travelers. Their Twitter strategy focuses on experiences, not just rooms – showcasing local cultures, culinary adventures, and unique moments that happen around their properties. Marriott excels at content that makes followers dream about their next trip, whether it's a sunrise yoga session at a resort or a behind-the-scenes look at their executive chef's signature dish. They've built partnerships with influencers and local experts who create authentic content that feels organic rather than sponsored. Marriott also leverages Twitter for recruitment, showcasing their company culture and career opportunities in ways that attract top hospitality talent. Their approach to crisis management is particularly noteworthy – they address concerns quickly and professionally while maintaining their positive brand voice.

Southwest Airlines has built one of the most recognizable brand personalities on Twitter, successfully translating their fun, approachable corporate culture into social media gold. Their tweets feel genuinely conversational, mixing helpful travel tips with dad jokes, pop culture references, and playful banter with customers. Southwest's Twitter team has mastered the art of being helpful without being boring – they can announce flight delays while still maintaining their signature humor. They're particularly skilled at jumping into trending conversations in ways that feel natural rather than forced. During major events like the Super Bowl or awards shows, Southwest creates content that entertains their audience while subtly promoting their services. Their approach to customer complaints is noteworthy – they address issues seriously but maintain their brand voice, often turning frustrated customers into brand advocates through genuine care and attention.

Booking.com has transformed their Twitter presence from a booking platform into a travel inspiration hub. Their content strategy focuses on sparking wanderlust through stunning destination photography, insider travel tips, and curated travel guides that provide genuine value to followers. Rather than pushing direct bookings, they play the long game by building relationships with travelers who are in the research and dreaming phases of trip planning. Booking.com excels at seasonal content that aligns with travel patterns – promoting winter destinations during summer planning seasons and highlighting unique experiences that mainstream travel media might miss. They've also developed strong relationships with travel bloggers and photographers who create high-quality content that showcases destinations authentically. Their Twitter feed serves as a travel magazine that happens to offer booking services, rather than a booking site that occasionally posts pretty pictures.

Virgin Atlantic brings the bold, innovative spirit of the Virgin brand to Twitter through consistently creative campaigns that generate buzz and engagement. They're not afraid to take risks with their content, often creating campaigns that feel more like entertainment than advertising. Virgin Atlantic excels at storytelling that showcases their brand values – from celebrating Pride Month with rainbow-themed aircraft reveals to highlighting their commitment to sustainability through behind-the-scenes content. Their Twitter team demonstrates excellent timing and cultural awareness, joining conversations at the perfect moment with content that feels relevant and authentic. They also use Twitter effectively for customer service, but their real strength lies in brand building through creative content that gets people talking. Virgin Atlantic's approach shows how airlines can differentiate themselves through personality and creativity rather than just price and routes.