In an age of instant scrutiny, Orla Graham, insights consultant at CARMA, explores how data-driven strategies can help airlines protect their reputations.

This year has pushed the aviation industry to its limits, with technical failures, severe weather and escalating operational demands challenging even the most established airlines. While passenger numbers have exceeded pre-pandemic highs, reputational risks loom larger than ever, accelerated by the instant visibility of social media. Today, safeguarding an airline’s reputation demands a shift from reactive crisis management to proactive, data-led strategies.

Research from CARMA underscores that consumer decisions are shaped by factors like organisational conduct, passenger experiences, and brand rankings. Airlines that embrace integrated data — news media, social media and audience research — are better equipped to craft responses that mitigate damage and rebuild confidence.

Over the past year, the airline industry has come under intense global scrutiny. From flooding in Dubai to IT failures over the summer and French strikes grounding flights, the sector’s reputation has been put to the test. Moreover, a turbulence incident involving Singapore Airlines, staffing shortages at Cathay Pacific, and a range of complications at Boeing collectively emphasise how challenging it is to safeguard a corporate image in today’s environment.

How problems are handled can have a lasting impact on retaining customers and fostering engagement. Incidents such as the turbulence episode on a Singapore Airlines flight show that positive or neutral coverage can still emerge from a crisis, provided the response is well-managed and the airline is not held responsible. However, Cathay Pacific did not benefit from the same understanding regarding cancellations and disruptions due to staff shortages, as these were seen as the result of poor planning and insufficient investment in personnel.

So, what do passengers care about? The latest 'Airlines Reputation Report', products and services were the biggest driver of traditional and social media and the most influential factor in people’s opinions of a company’s reputation. The latest data from CMAC Group found 46% of UK travellers alone claimed flight delays or cancellations, along with the airline’s service, would prevent them from booking with the same carrier again in the future.

Social media conversations around these areas provide a valuable source of real-time feedback for airlines. By way of example, X (formerly known as Twitter) sees thousands of mentions of airline brands daily, which can indicate public sentiment and should be critically evaluated to uncover actionable insights. Monitoring and analysing these conversations requires technology and expert analysis to help airlines detect shifts in customer expectations and identify true pain points.

Our recommended approach allows airlines to detect shifts in public sentiment through a combined analysis of social media conversations, news coverage and audience research. This methodology provides not only a snapshot of public opinion but actionable insights that can help comms teams adjust their strategy before issues escalate. The ability to synthesise and contextualise diverse data sources ensures that airlines are not just reacting to the noise but managing their reputation proactively.

The true strength of data-driven insights lies in their capacity to enable more proactive strategies. By monitoring brand mentions across social platforms, news outlets and customer reviews, airlines can consolidate these channels into comprehensive, real-time reports that illuminate shifting public sentiment. This integrated tactic enables communications teams to anticipate reputation challenges and ensure that key messages continue to resonate with their intended audiences.

With the surge of social media and the risk of misinformation, crisis communication now demands more than simply addressing the press or customers. Brands must also consider regulators, diverse audiences, investors and internal staff when shaping their narratives. For instance, if there is an uptick in social media chatter around a delayed flight or policy shift, this approach allows airlines to understand not only the overall sentiment but also the specific concerns being raised. Armed with these insights, communications teams can quickly roll out targeted messages and adjust their strategies to minimise reputational damage.

With comprehensive data drawn from social media content, online articles and audience research, airlines can move beyond a defensive posture and embrace a more proactive approach to managing their reputation. Instead of waiting for grievances to surface in the headlines and be amplified on social media, they can pre-empt issues and demonstrate to passengers that their concerns are being heard.

This integrated, data-driven strategy enables airlines to shape and direct their narrative in a busy, competitive market. Through thorough research, carriers can identify new patterns, resolve repeated problems, and assess how effectively their communications resonate. By recognising trends and addressing persistent challenges, airlines can show they are dedicated to continual improvement — ultimately fostering a brand that travellers trust and happily endorse.

Managing reputation is no longer just about addressing issues in isolation — it’s about shaping perceptions and building loyalty that withstands crises. A proactive approach grounded in data enables airlines to use consumer opinion as a tool for continuous improvement, reducing the impact of setbacks and highlighting the positives.

Combining insights from news coverage analysis, social platforms and audience research empowers airlines to craft communications that address key concerns while enhancing their relationship with passengers. It’s not just about responding to events; it’s about anticipating them and staying one step ahead.

When armed with a data-driven strategy, airlines can navigate reputational challenges with confidence, forging stronger bonds with customers and ensuring their brand’s credibility remains intact.