Blog: From trips to tips: Inside Flight Centre’s social media content strategy

We sat down with Flight Centre Travel Group Canada, part of the global travel company founded in Australia in the 1980s, known for its brick-and-mortar travel shops and expert agents in an increasingly digital booking world. Flight Centre is one of those rare travel brands that blends the convenience of modern booking with the warmth of personalized service and its social media presence reflects that: approachable, inspiring, and rooted in community connection.

In this behind-the-scenes conversation with Kristy Papas, Flight Centre’s social media manager, we explore how she blends creativity and structure to run a global brand’s social presence. From campaign planning and content formats to managing a worldwide community of travel lovers, Kristy shares the strategies, and realities of keeping travel content fresh, inspiring, and human in 2025.

Q: What first drew you to social media as a career?

Kristy: For me, it was the community piece. I love the positivity and engagement you can have with complete strangers online. From a brand perspective, that aligns perfectly with Flight Centre’s focus on positive experiences and customer service. Social media is creative, ever-changing, and never a “set it and forget it” job — you have to be adaptable and ready for shifts in trends, platforms, and audience behavior.

Q: You weren’t always in marketing. What was your career path before social?

Kristy: I actually came from finance and payroll. It’s a totally different world, but it gave me an advantage: strong time management, an understanding of hard deadlines, and structured processes. In social, adaptability is key — but without a solid foundation, constant change becomes overwhelming. That structure helps me pivot with less stress.

Q: Walk us through a typical day in your role.

Kristy: I start with emails and team chats — since we’re a global company, things can come in overnight from other markets. Then I dive into community engagement and reviews, checking multiple times throughout the day. Beyond that, my time is split between content strategy, campaign planning, reporting, and cross-team projects. I’m a big fan of time blocking — it keeps me focused and stops me from bouncing between tasks all day.

Q: How do you plan campaigns at Flight Centre?

Kristy: We run three main content buckets: retail campaigns (destination or sales-focused), brand campaigns (showcasing our unique offerings like in-store travel experts), and always-on content (monthly spotlights, inspiration, education). The whole marketing team is briefed together so social can align with larger business goals while leaving flexibility for trends and topical moments.

Q: What metrics matter most to you?

Kristy: Follower growth is visible to everyone, but engagement growth and reach are what really matter. If followers are increasing but engagement isn’t, something’s off. Shareability is huge for us — travel content is naturally shareable when it’s inspiring or useful.

Q: Biggest misconception about running social media?

Kristy: That it’s a side job. Social media is its own function and requires dedicated focus. It’s not just scrolling and posting — it’s strategy, creativity, analytics, and cross-department collaboration.

Q: What content formats are working best right now?

Kristy: On Instagram, Reels and Carousels perform well; on Facebook, static posts work better. Across both, content featuring our travel experts resonates most — it humanizes the brand. Our weekly “travel questions” posts also spark engagement by inviting people to dream and share.

Q: Where do you find creative inspiration?

Kristy: Everywhere! TikTok is great for spotting trends early, and I also draw from Instagram, industry competitors, and even internal suggestions. I’m always “on” creatively — if I think of an idea outside of work, I jot it down so I don’t lose it.

Q: How do you balance brand voice with trends?

Kristy: We don’t jump on every trend. We focus on ones that fit the brand and the travel industry, leaving placeholders for predictable annual moments like the Oscars or the Super Bowl. Relevance and timing are key — if you miss the window, you move on.

Q: How does social support Flight Centre’s broader business goals?

Kristy: We use organic social to raise brand awareness, inspire travel, and drive traffic to our website. Always-on content supports niche parts of the business like cruise and group travel, while retail and brand campaigns tie directly into sales objectives without feeling overly “ad-like.”

Q: What’s one tool or workflow you couldn’t live without?

Kristy: Our project management system. It keeps global teams aligned, helps track deliverables, and integrates with our content calendar. Combined with time blocking, it keeps my workload manageable.

 Kristy’s top tips for social media managers

• Time block to protect focus and reduce task-switching.
• Build processes so pivots are less stressful.
• Prioritize shareable content to boost reach and awareness.
• Know your platform strengths and tailor content accordingly.
• Don’t try to do it all alone, collaborate with your team’s strengths.
  
  

Takeaway: Why Flight Centre’s social strategy works

Flight Centre’s approach to social media proves that memorable brand-building doesn’t require overcomplication. It’s about consistency, creativity, and a deep connection to your audience. Kristy’s work strikes that crucial balance between instinct and insight: trend-aware but not trend-obsessed, data-driven but still deeply human.

For Travel brands looking to grow their social presence, the message is clear: Start with your audience. Build a strong foundation so you can pivot with ease. Prioritize content that inspires and sparks conversation. And above all, make sure your strategy feels as personal and inviting as the experience you want your customers to have.

Want more brand insights like this? Stay tuned for the next feature in our Social media spotlight series.