The Travel Industry Social Media Benchmarks
The Social Media Benchmarks for Travel Brands To Maximize ROI
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To win in today’s social media landscape, travel brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, travel brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to travel brands’ social strategies and learn how leading brands are staying ahead of the competition.
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
7.9%
1.0%
Youtube
2.6%
* Follower growth rate data taken from the 2024 Travel Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a Travel brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the Travel industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Travel Industry Highlights From Leading Brands
The travel industry capitalizes on engaging content across Instagram, TikTok and YouTube, demonstrating a strong alignment with audience interests. High engagement rates and the significant impact of video content underscore the industry’s success and potential for growth.
RyanAir
RyanAir earns high engagement on TikTok by adopting a playful and humorous approach to content, often featuring lighthearted skits and travel tips that resonate with TikTok's young, adventure-seeking audience.
RyanAir outperforms the average engagement rate for travel industry brands by +170.7%.
United
United uses Instagram to engage with its community of travel enthusiasts, sharing a variety of content that includes relatable travel experiences, humor and visuals that inspire wanderlust.
United outperforms the average engagement rate for travel industry brands by +225%.
Hilton
Hilton successfully utilizes YouTube to provide a deeper look into its hospitality services, featuring videos that showcase its properties, customer service excellence and meaningful travel experiences.
Hilton outperforms the average video views for travel industry brands by +276%.
In This Travel and Hospitality Industry Benchmark Report You’ll Learn:
- The alignment of travel content with audience interests on Instagram, highlighted by high engagement and Entertainment Scores.
- TikTok is a platform where the travel industry's content thrives, indicating an audience eager for more engaging videos.
- The contrasting roles of long-form content and Shorts on YouTube in achieving visibility versus engagement, respectively.
- Opportunities for travel brands to increase content volume and tailor strategies to further enhance audience engagement and reach.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.