Navigating reputation risks: How data gives airlines the edge

PR and communications teams must commit to being proactive, flexible, and transparent to respond promptly and effectively

By Orla Graham

Airlines faced a turbulent 2024, contending with severe weather disruptions, IT failures, and increasing operational challenges. While global passenger volumes have surpassed pre-pandemic levels, the industry remains vulnerable to reputational threats amplified by social media's speed and scale. Managing these risks effectively now requires more than reactive crisis responses - it calls for a proactive, data-informed approach.

Insights from CARMA [the firm Orla works for] highlight how financial performance, in-flight experiences, and brand rankings influence consumer choices. In a high-stakes environment, fragmented data analysis is no longer fit for purpose. Airlines must unify insights across media channels and audience research to devise thoughtful, informed strategies that minimise reputational damage and build lasting trust.

Harnessing data effectively transforms turbulence into opportunities for meaningful engagement, enabling airlines to strengthen customer loyalty and rise above the competition.

Navigating from crisis to stability

The airline industry was closely scrutinised last year. From strikes in France grounding flights to IT outages over the summer and flooding in Dubai, the sector’s reputation has come under pressure. Furthermore, a turbulence incident on a Singapore Airlines flight, staffing shortfalls at Cathay Pacific, and an array of difficulties at Boeing all illustrate how intricate it is to safeguard a company’s image in today’s environment.

Airlines now face intense pressure to embrace new technology, tackle operational hurdles and handle rising congestion. Social media has fundamentally reshaped how both positive and negative information spreads. Since travel often stirs strong emotions, when disruptions occur, travellers are quick to voice their complaints online. This rapid flow of feedback makes it harder for airlines to steer public perception – but it also offers valuable chances for quick response and real-time adjustment.

How carriers deal with problems can have a lasting effect on customer retention and participation. For instance, the turbulence event aboard a Singapore Airlines flight showed that it is possible to maintain neutral or even positive coverage after a crisis. The airline avoided blame, and its response efforts won praise. In contrast, Cathay Pacific’s struggles with cancellations and delays caused by staff shortages were seen as stemming from inadequate planning and insufficient investment, leading to less sympathetic treatment in the public eye.

Decoding passenger concerns

So, what moves the dial for passengers? According to 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. Not only that, but research conducted by CMAC Group found 46% of UK travellers alone claimed flight delays or cancellations, along with the airline’s service, would prevent them from travelling with the same airline again in the future.

Social media discussions in these areas present an invaluable real-time feedback mechanism for airlines. X, formerly known as Twitter, for example, records thousands of mentions of airline brands every day. This can serve as a valuable gauge of public sentiment, provided it is critically assessed to extract meaningful insights. Tracking and evaluating these conversations demands both technological solutions and expert analysts, enabling airlines to identify shifting customer expectations and uncover genuine sources of dissatisfaction.

Our recommended approach empowers airlines to detect changes in public sentiment through a combined analysis of social media dialogues, news coverage, and audience research. This method not only offers a snapshot of prevailing opinion but also produces actionable guidance to help communications teams fine-tune their strategies before problems escalate. By integrating and contextualising data from multiple channels, airlines can move beyond merely reacting to online chatter and instead manage their reputation proactively.

Integrating data for effective reputation management

The power of data-driven insights lies in their ability to inform proactive strategies. By tracking mentions across social media, news platforms, and customer reviews, airlines can blend these sources into comprehensive, real-time reports that highlight evolving public sentiment. This integrated approach enables communications teams to stay a step ahead of potential reputation challenges and ensure that core messages continue to strike a chord with their target audiences.

While careful planning and preparation are essential, certain issues – such as adverse weather – are simply unavoidable. PR and communications teams must therefore commit to being proactive, flexible, and transparent to respond promptly and effectively. There is no single formula for success. Real-time crisis analysis, supported by diverse data inputs, empowers brands to more effectively address stakeholder concerns. It is not just about gathering data; it is about interpreting it in a way that helps airlines predict problems and communicate more effectively.

With the rise of social media and misinformation, crisis communication now extends far beyond addressing only the media and customers. Brands must also consider regulators, audiences, investors, and their own staff when shaping narratives. For instance, if social media mentions begin to surge around a delayed flight or a policy shift, this approach allows airlines to assess the bigger picture – understanding not only the prevailing sentiment but also the specific issues being raised. Armed with these insights, communications teams can swiftly deliver tailored messages and adapt their strategies to minimise reputational risks.

Adapting messaging to current challenges

With robust, integrated analysis of online articles, social media posts and audience research, airlines can shift from playing defence to proactive reputation management. Airlines can get ahead of issues and show passengers that they’re listening, rather than waiting for complaints to hit the news cycle

A combined data-driven method allows airlines to shape and manage their story in a busy and highly competitive marketplace. In-depth research helps them recognise new patterns, address persistent issues, and evaluate how effectively their communications are resonating. By identifying and resolving recurring problems, airlines can demonstrate a genuine commitment to continuous improvement, ultimately cultivating a brand that passengers trust and actively recommend.

Strengthening loyalty in a high-stakes industry

Reputation management today is about more than addressing crises - it’s about cultivating trust and fostering long-term loyalty. Airlines that adopt a data-first mindset can turn real-time feedback into actionable steps, allowing them to minimise reputational damage while reinforcing positive customer experiences.

By uniting social media sentiment, news coverage insights, and audience research, airlines can create communication strategies that resonate with passengers and stakeholders alike. This proactive approach helps brands not only mitigate emerging issues but also build a deeper connection with their audience through transparency and responsiveness.

In an industry where reputational stakes are high, leveraging technology to understand and act on public sentiment equips airlines with a competitive edge. It’s a pathway to trust, loyalty, and resilience in even the most turbulent of times.

Portrait of Orla Graham, a white woman with long brown hair wearing dark rimmed glasses and a black top