The social media support gap: How Airline brands can Improve social customer care strategies in 2025 

As travelers continue to rely on  social media platforms to connect with airline brands, new response patterns are emerging from the world’s leading airline companies. Instagram has become the clear leader in user engagement for airlines, with airline brands answering more questions in the platform’s comment sections than on Facebook or X (formerly Twitter).

While Instagram’s response rate has seen notable growth from 2024 to 2025, Twitter has experienced a sharp drop in both user inquiries and brand responsiveness. Meanwhile, direct messaging platforms are seeing a transformation of their own.Airlines are investing in AI-powered communication tools to scale their customer support capabilities. Using social media data from the top airline brands, here’s a look into how global airlines are adapting their social media strategies to meet shifting customer expectations across platforms.

Airline industry boosts engagement on Instagram; Facebook and Twitter lag behind

Instagram has led in answering the highest number of user questions left in comments from 2023 to 2025. Most recently, Instagram’s response rate increased by 14% from 2024 to 2025. However, despite this improvement, a significant 68% of questions in comments still went unanswered in 2025.

In comparison, Facebook has remained relatively stable over the past couple of years with no notable changes. Twitter, on the other hand, has shown a more drastic shift, with a 15% decrease in the number of answered questions over the same period. In 2025, only 22% of user questions in comments were answered, leaving 78% unanswered.

Average number of questions to airlines on X is declining

Interestingly, while the number of questions answered by brands on Twitter is decreasing, so is the overall volume of comments directed at airline brands. At the start of 2024, global airline brands were receiving, on average, nearly 40 customer service inquiries  per month. By May 2025, that average had dropped to just 12 interactions per month, down  65% compared to January 2024.

Top pain points for airline customers on social media

When customers reach out to airlines on social media, it’s usually because of a  customer service issue. According to findings from Emplifi, customer service-related inquiries accounted for the highest share (70%) of negative Facebook comments. This was followed by flight operations at 56%, and compensation-related topics at 47%. Interestingly, the least-discussed topics were safety and airline concerts, both receiving only 25% of the negative comment share.

Despite a low response rate, airlines are quick to respond to customers on social media

Compared to other industries, the airline industry ranks on the lower end of the social customer care spectrum, responding to, on average, just 26% of questions across Instagram and  X, and Facebook  for the first half of 2025. Interestingly, when it comes to response rates across social platforms, the travel industry is a top performer while airline brands appear to be lagging, especially on Facebook and X.

While the overall percentage of customer questions answered by airlines may be low, the airline industry stands out for its speed in responding on social media. Airline brand response times on Facebook average 2.8 hours. Response times on Instagram take half the time at, on average, 1.4 hours. On X, airline brands average an impressive 15minute response time—second only to telecom brands.

Chatbot-answered questions on the rise

To manage the growing volume of customer inquiries, airlines are increasingly relying on chatbots to handle direct messages. In January, only 6% of direct messages on Facebook and Instagram were answered by an AI-powered chatbot, Emplifi agent. Since then, that share has steadily increased each month. Compared to January, chatbot-only responses have more than doubled—rising by 142%.

The chatbot trend is fueled not only by rising demand for rapid 24/7 support, but also by significant advancements in generative AI and natural language processing. Airlines now see chatbots as a viable first line of customer service, capable of resolving common issues quickly and freeing up human agents for more complex requests.

The most mentioned airlines on X in 2025

Low-cost Saudi carrier flynas tops the list as the most mentioned airline on X worldwide.With over 400,000 mentions, the brand far surpasses major global competitors. The surge in flynas’ mentions is likely driven by its high-profile IPO, regional expansion, and recent industry accolades.

Air India follows distantly with nearly 140,000 mentions, while Qatar Airways (91K), British Airways (63K), and Lufthansa’s U.S. and India accounts (39K and 38K, respectively) trail further behind. Other notable mentions include Turkish Airlines (38K) and IndiGo (35K).

Delta leads the conversation among U.S. airlines on X, with over 34,000 mentions, securing its position as the most talked-about U.S.-based carrier. Its dominance may be fueled by strong customer engagement, real-time service updates, and a solid brand presence.

American Airlines follows with close to 29,000 mentions, maintaining a strong social footprint. Southwest Airlines (16.5K), United Airlines (15K), and JetBlue (12.5K) round out the top five, reflecting consistent chatter from flyers and fans alike.

Other notable players include FlyFrontier (11K), Hawaiian Airlines (6.6K), and Alaska Airlines (3.3K), while FrontierCare (1.8K) and Wheels Up (671) saw more limited engagement during the same period.

The takeaway

Airline brands should focus on social care strategies that help  advance their digital operations, while simultaneously upholding high levels of customer satisfaction. Leveraging technologies like AI-powered chatbots can play a pivotal role in reducing the volume of unanswered questions particularly as direct messaging becomes a preferred channel for support.

While many brands recognize the value of strong customer service, the real challenge lies in keeping pace with rapidly shifting customer expectations. Today’s travelers demand fast, seamless, and personalized interactions across platforms. Maintaining a deep understanding of customer sentiment and responding to customer service inquiries in real time is now essential to delivering consistent, high-quality service. The airlines that lead in customer experience know this well: exceptional support fosters advocacy, strengthens loyalty, and ultimately drives long-term growth.

Methodology:

This analysis is based on social media data collected from January 1 to June 6, 2025, across 38 leading global airline brand profiles using Emplifi’s analytics platform. It examines engagement trends, response rates, and customer sentiment on Instagram, Facebook, and X (formerly Twitter). Metrics include the volume of user inquiries, average brand response times, chatbot usage growth, and the most frequent negative customer concerns. Insights are drawn from over 400,000 interactions, with sentiment analysis applied to identify key service pain points and platform performance benchmarks.