7 Travel Brands Crushing Twitter: Content That Actually Converts

KLM has transformed Twitter customer service into an art form. With over 4.2 million followers, they respond to customer inquiries in multiple languages within an hour, often resolving complex booking issues in real-time. Their Twitter team operates 24/7 with dedicated agents who have actual authority to make changes, refunds, and rebookings. What sets KLM apart isn't just speed but personalization. They remember frequent flyers, celebrate customer milestones, and turn potential PR disasters into brand loyalty moments. During the 2020 pandemic, KLM's Twitter team processed over 50,000 rebooking requests, maintaining a 95% customer satisfaction rate. Their approach proves that Twitter customer service, when done right, becomes a competitive advantage that drives repeat bookings.

JetBlue's Twitter presence feels like chatting with your funniest friend who happens to work for an airline. With 2.1 million followers, they've mastered the balance between helpful information and genuine personality. Their tweets about weather delays become mini-comedy shows, flight announcements get Star Wars references, and they regularly participate in trending topics with airline-themed humor. During Hurricane Sandy, JetBlue's Twitter team kept stranded passengers entertained with personalized responses, memes, and updates that felt human rather than corporate. They've also pioneered the use of Twitter for real-time flight entertainment, live-tweeting from flights and creating hashtag campaigns that passengers actually want to join. Their #FlyLikeAHuman campaign generated over 12 million impressions because it felt authentic to their brand voice.

Airbnb has turned their 3.8 million Twitter followers into a content creation army. Their Twitter strategy centers on resharing stunning photos from guests, highlighting unique properties, and celebrating host stories. What makes their approach brilliant is the seamless integration of user-generated content with booking inspiration. They don't just retweet pretty photos—they provide context about locations, share booking links, and create mini-travel guides in thread format. During peak travel seasons, 70% of Airbnb's Twitter content comes from users, creating an authentic feed that drives bookings. Their #AirbnbExperience hashtag has generated over 8 million posts across platforms, with Twitter serving as the primary amplification channel. They also excel at crisis management, using Twitter to communicate policy changes, address concerns, and showcase their commitment to safety with real host and guest stories.

Southwest Airlines treats their 2.3 million Twitter followers like family members, creating one of the most engaged airline communities on the platform. Their approach focuses on celebrating customers, employees, and the quirky culture that makes Southwest unique. They regularly feature employee stories, share behind-the-scenes content, and respond to both compliments and complaints with the same friendly energy. What sets Southwest apart is their proactive community management—they search for mentions, jump into conversations about travel, and offer help before customers even tag them. During major travel disruptions, Southwest's Twitter becomes a real-time customer service hub with multiple agents providing updates, rebooking assistance, and even entertainment. Their annual #12DaysOfLUV campaign drives massive engagement by giving away prizes while showcasing their company culture. The result: 3x higher engagement rates than industry average and countless viral moments that reinforce their 'Bags Fly Free' and customer-first messaging.

Expedia's Twitter strategy with 890K followers centers on being the go-to source for travel deals, destination inspiration, and booking convenience. They've mastered the art of promotional content that doesn't feel spammy, mixing flash sales with travel tips, destination guides, and seasonal travel inspiration. Their Twitter feed operates like a travel magazine crossed with a deals newsletter—every post provides value whether you're booking immediately or planning future trips. Expedia excels at timely content, promoting beach destinations during winter months and ski resorts during summer planning season. They also leverage Twitter's shopping features effectively, making it easy to go from tweet to booking in just a few clicks. During major sales events like Black Friday, Expedia's Twitter becomes their primary promotional channel, driving significant booking volume through exclusive Twitter-only deals and flash sales that create urgency.

Marriott's 1.5 million Twitter followers get access to aspirational luxury travel content that positions the brand as a lifestyle choice, not just accommodation. Their Twitter strategy focuses on high-end experiences, exclusive property features, and partnerships with luxury brands and celebrities. Marriott uses Twitter to showcase their portfolio diversity—from urban business hotels to tropical resorts—always emphasizing the premium experience. They excel at event marketing on Twitter, live-tweeting from grand openings, partnering with influencers at their properties, and creating exclusive Twitter experiences for loyalty members. Their #MarriottMoments campaign encourages guests to share luxury experiences, creating a feed filled with aspirational content that attracts high-value customers. During major travel seasons, Marriott's Twitter becomes a luxury travel magazine, featuring everything from spa experiences to Michelin-starred hotel restaurants, reinforcing their position in the premium travel market.

Booking.com's 1.2 million Twitter followers benefit from the platform's most educational travel content. Rather than focusing solely on bookings, they position themselves as travel experts, sharing destination guides, packing tips, cultural insights, and travel hacks that provide genuine value. Their Twitter strategy emphasizes helpful content that builds trust and positions Booking.com as the knowledgeable travel companion. They excel at timely, seasonal content—posting summer travel tips in spring, holiday travel advice in fall, and destination-specific guidance based on current events or travel restrictions. Booking.com also leverages Twitter for customer education, explaining booking policies, travel insurance options, and destination requirements in clear, helpful threads. While less flashy than competitors, their approach builds long-term customer relationships by being genuinely useful, leading to higher customer lifetime value and brand loyalty.