Summer vacations might be a fading memory, but the allure of travel remains strong, and savvy Travel Brands are keeping that wanderlust alive through strategic social media engagement. From luxurious river cruises to thrilling theme park getaways, the spectrum of dream vacations is vast, and social media platforms have become the go-to window-shopping for these aspirational experiences.
If you find yourself scrolling through your favorite travel company’s social feeds during your downtime, you’re in good company. The travel industry holds its own in the social media landscape, with engagement rates mirroring those of other sectors, according to the Social Media Industry Benchmark Report for 2023. While not topping the charts, travel brands demonstrably capture and hold audience attention on social media.
TikTok emerges as a particularly fertile ground for travel brands. While performing mid-range on Facebook, Instagram, and Twitter, travel companies rank third in engagement on TikTok. The immersive, short-form video format seems to perfectly capture the essence of travel experiences, offering a tantalizing glimpse into dream destinations.
However, some travel brands are not just keeping pace; they’re setting new benchmarks across all major social media platforms. Let’s delve into the strategies of these leading travel brands and uncover the secrets behind their social media triumphs.
Key Strategies from Leading Travel Brands
Facebook Champion: Viking Cruises
Strategy Spotlight: Audience-Centric Content
Viking Cruises stands out by demonstrating a profound understanding of its target demographic. This ocean and river cruise line prioritizes social media platforms frequented by their ideal customer base. Data reveals that from September 1, 2022, to August 31, 2023, Viking Cruises strategically focused on Facebook, posting 615 times, significantly more than their Instagram (331 posts) and Twitter (188 posts) activity. Notably, they maintain no presence on TikTok.
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Research from Sprout Social indicates that Facebook is a powerhouse among older adults, with 92% of those aged 56 and above (Baby Boomers) having an account. Furthermore, this demographic reports increasing social media usage, making Facebook an optimal platform for brands like Viking targeting this age group.
Viking Cruises’ target audience aligns perfectly with this demographic. TripSavvy notes that Viking’s typical passengers are older adults, often retired and over 60. This strategic alignment likely contributes to Viking Cruises’ exceptional Facebook engagement rate of 0.90% during the study period, over ten times the travel industry average on Facebook in 2023.
Beyond platform choice, Viking Cruises excels in content tailoring. Sprout Social insights show that 69% of Baby Boomers follow companies online for product and service updates. However, this demographic is discerning; poor reviews or excessive advertising can lead to unfollows. Viking’s success may stem from their subtle approach to promotion.
Baby Boomers value positive reviews, which heavily influence their purchasing decisions. Viking skillfully integrates these testimonials into their posts.
Close-up shot of a Viking cruise ship at dock, highlighting the brand name.
One high-engagement post featured a passenger testimonial about stunning castles seen on their cruise. This post achieved a 6.09% engagement rate, nearly 70 times the industry average on Facebook. The comments section buzzed with past passengers sharing their own experiences, further amplifying the post’s persuasive power for potential Baby Boomer customers.
Instagram Innovation: Dollywood
Strategy Spotlight: Brand Identity Amplification
Dollywood, the iconic theme park nestled in the Smoky Mountains, named after the legendary Dolly Parton, leverages its unique brand identity to captivating effect. While the park’s history (how Dollywood came to be) reveals multiple ownership changes before becoming Dollywood in the 1980s, today, it’s inseparable from Dolly Parton and her musical legacy.
Dollywood understands the profound connection its audience has with Dolly Parton. For many visitors, Parton’s persona is a primary draw. Dollywood masterfully capitalizes on this devotion in its Instagram strategy. The theme park boasts an impressive Instagram engagement rate of 1.61%, approximately 3.5 times the travel industry average in 2023.
While Dollywood’s Instagram feed includes updates on new attractions, a significant portion celebrates Dolly Parton. One top-performing post commemorated the 50th anniversary of “I Will Always Love You,” achieving a 4.86% engagement rate, over ten times the industry average.
The Palace Theater entrance at Dollywood, adorned with "50 Years" banners.
An even more impactful post featured a simple image of Dolly Parton riding through Dollywood, captioned “Hi, Dreamer-in-Chief.” This tribute resonated deeply with fans.
Dolly Parton waving from a pink flower-covered carriage at Dollywood.
Just as Walt Disney World is synonymous with Walt Disney, Dollywood’s identity is intrinsically linked to Dolly Parton. Fans responded enthusiastically, expressing their love for Parton and their desire to see her at the park. This post garnered a 5.78% engagement rate, more than 12 times the 2023 industry average.
Dollywood’s success lies in recognizing and celebrating Dolly Parton as the park’s ultimate “mascot,” a strategy that deeply resonates with its devoted fanbase.
Twitter Triumph: Vidanta
Strategy Spotlight: Celebrity Endorsements
Vidanta, renowned for luxury resorts across Mexico, employs a different kind of “mascot” strategy: celebrity partnerships. Instead of a founder or costumed characters, Vidanta collaborates with well-known celebrities. This approach proves particularly effective on Twitter, where Vidanta achieves a 0.29% engagement rate, nine times the travel industry average.
Vidanta’s top tweets frequently feature actors Catherine Zeta-Jones, Mark Wahlberg, and Jaime Camil. However, unlike Dollywood’s focus on Parton’s persona, Vidanta’s celebrity collaborations primarily showcase their properties and company news.
The top-performing tweet featured images of Jaime Camil at Vidanta’s Nuevo Vallarta resort, achieving a 1.04% engagement rate, 32.5 times the industry average on Twitter.
Jaime Camil posing in front of a Vidanta property, smiling broadly.
Many of Vidanta’s top tweets also incorporate company updates, a strategy well-suited to Twitter’s news-oriented user base. Statista identifies Twitter as a primary news source for many users. Vidanta’s tweets featuring Camil announcing the phased opening of a new theme park exemplify this approach.
Video thumbnail of the grand entrance to Vidanta's theme park.
This announcement tweet achieved a 0.91% engagement rate, approximately 28 times the industry average. This success demonstrates that Vidanta’s Twitter audience is interested in company news and expansion, with celebrity endorsements adding an extra layer of appeal.
Explore further: Compare social media metrics of leading travel companies with Travel live benchmarks.
TikTok Takeover: Hilton
Strategy Spotlight: Experiential Storytelling in Short-Form Video
While Vidanta showcases its properties, Hilton takes it a step further by focusing on the experiences they offer. While Hilton occasionally features its founding family on TikTok, their primary strategy revolves around showcasing the diverse and enjoyable experiences available to guests. This approach has propelled Hilton to a 7.83% engagement rate on TikTok, significantly exceeding the travel industry average.
One of Hilton’s most engaging TikToks cleverly uses humor and relatability. It depicts a family arriving at a comically small “tiny home” booked by the dad, only to find refuge and comfort in a spacious Hilton hotel. The TikTok highlights the room amenities, friendly staff, and dining options.
The TikTok’s authentic, user-generated content (UGC) style makes it feel less like an advertisement and more like genuine content, enhancing trustworthiness and relatability. This post achieved a remarkable 133% engagement rate, around 18 times the industry average on TikTok.
Hilton also effectively utilizes short-form video best practices, including rapid scene changes. Facebook Blueprints Insights suggest an optimal scene length of just 2.8 seconds for maximum engagement in short-form video formats.
Another top-performing Hilton TikTok showcases a dog enjoying VIP treatment at a Hilton hotel. Using quick cuts, the video efficiently highlights various dog-friendly amenities within a short timeframe. This format allows Hilton to showcase a wealth of experiences concisely. This post achieved a 73.6% engagement rate, approximately ten times the industry average on TikTok.
A dog wearing a bow-tie, seated at a table setting with a wine glass at a Hilton hotel.
Methodology for Identifying Top Travel Brands
The identification of top travel brands involved analyzing engagement rates of prominent travel brands active on social media between September 1, 2022, and August 31, 2023. These rates were then benchmarked against the average engagement rates for the travel industry across Facebook, Instagram, Twitter, and TikTok in 2023, as detailed in the Social Media Industry Benchmark Report.
Brands exceeding the industry average engagement rate advanced to a comparative analysis to determine social media leaders. In addition to high engagement, consistent posting frequency (at least once per month on average) was a prerequisite for inclusion as a top travel brand. Notably, no brand achieved above-average engagement across all four platforms, necessitating a platform-specific ranking.
Further Reading: Discover best practices for travel brands on social media in how these top travel brands maintain their competitive edge.
Conclusion: Key Takeaways for Travel Brands
The success stories of these top travel companies underscore the critical importance of platform-specific strategies and format adaptation in social media marketing. For Facebook-centric brands like Viking Cruises, understanding and catering to the platform’s demographic is paramount. Viking debunks the myth that social media is irrelevant for reaching Baby Boomers.
For Twitter-focused brands like Vidanta, the key is delivering timely and engaging company news and updates. Video-driven brands such as Hilton demonstrate the power of short-form, experience-focused content with rapid pacing for platforms like TikTok. Ultimately, Dollywood exemplifies the universal principle: regardless of platform or format, understanding and leveraging your brand’s unique appeal to your audience is the cornerstone of social media success for travel brands.
Jackie Gualtieri
Jacqueline is a writer and editor based in California’s Central Coast. With a background in influencer marketing strategy, she remains fascinated by social media’s impact. Beyond social media analysis, she enjoys poetry, short story writing, and crafting crochet and embroidery.
