For many travel brands, social media is maturing, evolving from a fun novelty into a legitimate customer service tool, sales channel and, occasionally, a PR headache. What do you do when millions of customers automatically take to Facebook and Twitter when something goes wrong?
Based on a variety of recent news, the answer is increasingly to be proactive and creative. For American Airlines, this means launching a new ad campaign with a strong social media element, encouraging customers to share more positive experiences online. For other brands like Skyscanner, this means being more spontaneous and genuine when responding to customer questions.