TOP EUROPEAN AIRLINES ON SOCIAL MEDIA

TOP EUROPEAN AIRLINES ON SOCIAL MEDIA - Lufthansa tops the list of 10 most mentioned European airlines on social media over last year, reveals GlobalData

Travelers are heading back with intense determination this summer after being compelled to take a two-year hiatus owing to the COVID-19 pandemic and ensuing regulations, limitations, guidelines, and outright bans on travel and entry into a foreign nation. Against the backdrop, social media share of voice (Twitter and Reddit) focused on European Airlines revealed that Deutsche Lufthansa AG topped the list with the highest conversation volume. The airline occupied a 23% share of voice among the top 10 most mentioned European airline companies, during the last 12 months (16 May 2022 to 15 May 2023), reveals the Social Media Analytics Platform of GlobalData, a leading data and analytics company.

The remaining top-mentioned European airlines companies during the last 12 months were Ryanair Holdings Plc, British Airways Plc, Air France-KLM SA, easyJet Plc, Virgin Atlantic Airways Ltd, Turkish Airlines, Finnair, KLM Royal Dutch Airlines, and TAP Air Portugal.

Photo by Kai Pilger: https://www.pexels.com/photo/person-sitting-inside-airliner-seat-2276704/

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Lufthansa dominated social media discussions on European airlines and experienced 55% growth over the previous year, the highest gain in discussions, when compared to the other nine top-mentioned airlines.

Shreyasee Majumder, Social Media Analyst at GlobalData, comments: “A sharp drop in influencer sentiments was observed towards Lufthansa in February 2023, after business operations at Frankfurt Airport were abruptly paused in that month due to a technological failure affecting the complete worldwide network that operates within the Lufthansa Group, which left many passengers helpless.”

The second most mentioned airline, with a 17% share of voice, was Ryanair Holdings Plc. The conversations over the company were majorly driven by its recent announcement to snap up as many as 300 of Boeing Co.'s massive 737 Max aircraft.

Majumder adds: “Influencers’ expressed favorable opinions on Ryanair's purchase decision, as the billion-dollar deal will allow the company to expand its operations while simultaneously providing low-cost airfare to a great number of consumers, which could also elevate sales traction.”

British Airways came in third place, with a 16% share of the voice during the 12-month period. The highest conversation spike for the company was observed in the month of June 2022, after its employees at London's Heathrow Airport unanimously decided to strike against a disagreement over wages, causing interference at the airport during the peak time of summer.