Why social messaging is now essential for airlines
Passengers expect instant communication from airlines, especially during disruptions.
With over four billion monthly users across platforms like WhatsApp, WeChat, and Facebook Messenger, social messaging has become essential for real-time engagement. Unlike traditional customer service methods, these platforms enable two-way, personalised conversations, offering passengers speed, convenience, and accessibility when they need it most.
For airlines, integrating social messaging into a broader omnichannel strategy helps to:
- Reduce operational strain and costs by diverting queries from call centers and airport staff.
- Enhance passenger experience by providing real-time, proactive support on familiar channels.
- Build brand loyalty through seamless, personalised communication before, during, and after travel.
Why airlines must integrate social messaging
- Passengers demand instant responses – 75% of consumers expect businesses to communicate with them in real time, and 61% prefer messaging a company over calling.
- Messaging apps drive higher engagement – WhatsApp messages boast an open rate of over 98%, compared to 21.33% for email.
- Enables rich, interactive communication – Airlines can send boarding passes, QR codes, baggage updates, and disruption notifications, ensuring critical travel information is always accessible.
- Omnichannel consistency is critical – Social messaging should complement email, SMS, and self-service portals to provide a cohesive passenger experience.
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of consumers expect businesses to communicate with them in real time
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of consumers prefer messaging a company over calling
Key considerations for airlines using social messaging
To maximise the potential of social messaging, airlines must consider:
- Messaging preferences differ worldwide, and airlines must adapt to regional trends.
- WeChat is dominant in China, functioning as a Super-App offering payments, bookings, and customer service alongside messaging. Airlines operating in this market must integrate with WeChat to remain competitive.
- WhatsApp is the most widely used messaging platform globally, with strong adoption across Europe, Latin America, and parts of Asia. It's the go-to platform for travel updates, especially in markets where SMS is costly or less reliable.
- SMS remains crucial in regions where internet connectivity is unreliable, such as parts of Africa, rural North America, and Asia. However, regulations vary - for instance, in Malaysia, all SMS content must begin with "RM0.00" followed by the brand name to comply with local telecom laws or In Turkey, all international SMS messages containing links or URLs are blocked by local mobile operators.
- RCS is gaining traction, enabling airlines to deliver rich, branded messages with images, actions, and real-time updates in native messaging. Passengers expect seamless movement between channels, from checking flight status in an app, receiving SMS or RCS updates, then contacting an agent. Airlines must adapt communication strategies to meet these expectations, not force pre-defined pathways.
- Facebook Messenger has strong adoption in North America and Southeast Asia, but its role in travel communications is decreasing as more passengers shift to WhatsApp and other platforms.
What must airlines consider to maximise the potential of social messaging?
- Channel usage varies by region – This isn’t a “once and done” project. Airlines need to continuously assess which platforms their passengers prefer and adapt accordingly.
- Opt-in requirements – Some messaging platforms require passengers to explicitly subscribe before receiving notifications.
- Content limitations – Each platform has different restrictions on message length and format, impacting how much information can be shared.
- Cost vs. value – The cost of sending or replying to messages must be weighed against the cost of managing queries manually via contact centers and airport staff. Calculated as the average salary of a contact center agent or airport staff, divided by 250 working days per year and 100 interactions per day. Average cost of sending a WhatsApp message to the UK, North America, France, and Mexico.
- Privacy and compliance - Data privacy laws such as GDPR and regional messaging regulations require airlines to handle passenger data carefully.
- AI and automation - In the airport industry, we’ve seen how our AI-powered customer service platform for airports improves passenger satisfaction and drives ancillary revenue. By applying the same principles, airlines can achieve similar outcomes.
How social messaging improves disruption management
During travel disruptions, social messaging enables airlines to proactively engage passengers and minimise stress by offering:
- Instant flight status updates – Reducing uncertainty and unnecessary airport visits.
- Rebooking options via chat – Allowing passengers to self-service flight changes without waiting in lines or on hold.
- Compensation and vouchers – Issuing digital meal or hotel vouchers directly through platforms like WhatsApp or Messenger.
- Baggage tracking – Providing updates on delayed or rerouted baggage, alleviating passenger anxiety.
What this means for airlines
To fully leverage social messaging, airlines need a centralised communication strategy that ensures:
- A seamless, personalised experience across all channels.
- Consistent, on-brand messaging regardless of the platform passengers use.
- Proactive, automated solutions to swiftly handle disruptions.
Learn how leading airlines are integrating social messaging into their passenger communications strategy in our on-demand webinar.
