Top TikTok & Instagram Marketing Strategies for Airlines & Cruise Lines

The world of travel is shifting, and TikTok and Instagram are leading the charge. With the cruise tourism market set to explode from $158.4 billion to over $436 billion by 2034, airlines and cruise lines need to ride the wave of social media engagement to stay ahead.

In fact, TikTok has seen an eye-popping 46% surge in engagement in 2024, while Instagram is up by a more modest yet still impressive 13%. As if that weren’t enough, influencer marketing is now a cornerstone strategy, with brands forming authentic, long-term partnerships to connect with audiences on a deeper level.

But how exactly can airlines and cruise lines leverage this surge in social engagement? Enter SunExpress—a Turkish-German airline that made waves with a TikTok In-Feed Auction Ad campaign. With 33 million impressions and 120,000 clicks, they demonstrated the true power of platform-specific video content.

Ready to learn how they did it? Keep reading to uncover the strategy behind this standout campaign and discover the best TikTok and Instagram strategies for airlines and cruise lines.

1. Maximize Brand Awareness with TikTok In-Feed Auction Ads for Airlines

Airlines looking to create brand awareness without breaking the bank need to pay attention here. TikTok’s In-Feed Auction Ads offer a flexible, cost-effective solution that allows brands to control their spending while reaching their target audience efficiently.

Think of it like buying tickets to a concert: you want the best seats for the best price, right? Well, that’s exactly what auction ads offer. They allow you to bid for prime placement in the TikTok feed, ensuring your ads reach the audience that will appreciate your content most, while still respecting your budget.

The beauty of this ad format is its ability to maximize reach without wasting money. TikTok’s algorithm does the heavy lifting, helping you find the right audience through audience targeting and delivering your content to them at the right time. Want to get more out of your marketing spend? This is your ticket to making every dollar count.

Take SunExpress, for example. The Turkish-German airline decided to launch an upbeat campaign to spread a little joy and promote the excitement of flying post-pandemic. They turned to TikTok’s In-Feed Auction Ads to create a fun, engaging video that showcased the positive vibes of air travel. By setting up an auction, SunExpress ensured that their campaign hit the right people without blowing their budget.

The flexibility of TikTok’s In-Feed Ads allowed SunExpress to target specific groups and focus on the most cost-effective audience segments. With no duplicate views and a high click-through rate (CTR), the airline was able to deliver brand awareness at a scale they couldn’t have imagined through other ad formats.

Results & Analysis

SunExpress’s decision to use In-Feed Auction Ads proved to be a game-changer. The 33 million impressions were highly efficient, delivering brand visibility without sacrificing the quality of reach. Additionally, with 120,000 clicks and a budget that was spent efficiently, the airline demonstrated that even small, well-targeted campaigns can create a big impact.

Their decision to keep this ad type as a part of their ongoing strategy shows the effectiveness of TikTok’s algorithm in targeting the right audience at scale.

Key Takeaway

For airlines (and travel brands in general), In-Feed Auction Ads are an incredible tool for maximizing reach and brand awareness while controlling costs. By letting TikTok’s algorithm do the heavy lifting, you can target your ideal audience, amplify your message, and make every marketing dollar work harder. Ready to make your next campaign the talk of the skies? Auction Ads are your golden ticket.

2. Boost Flight Bookings with TikTok’s Dynamic Travel Ads and Personalization

In the competitive world of airlines, it’s not just about getting noticed—it’s about driving conversions. Dynamic Travel Ads on TikTok are the next-level solution for airlines looking to transform engagement into real bookings. These ads allow airlines to create customized, personalized content based on the travel signals TikTok collects from users.

Think of it as having a travel agent in your pocket—except instead of sending you generic recommendations, TikTok sends you content that feels like it was tailored just for you.

With Dynamic Travel Ads, TikTok enables you to showcase specific flight routes, destinations, and offers that match a user's travel intent. For example, if someone has shown interest in beach destinations, TikTok can serve up ads highlighting your airline’s flights to tropical locales.

This level of personalization increases the likelihood that users will not only engage but also take action, because the content feels relevant and valuable to their travel plans.

Take Etihad Airways, which made history by being the first airline globally to launch Dynamic Travel Ads. By working with TikTok’s advertising team and incorporating travel intent data, Etihad crafted personalized ads that didn’t just push flights—they presented a bespoke travel experience to each user.

By linking their global flight catalog to TikTok, they served dynamic content that automatically adjusted based on a user's preferences, whether it was a quick business trip or a luxury vacation.

Results & Analysis

This dynamic approach drove +7% in flight searches, +17% in bookings, and an impressive +232% ROAS. Not only did Etihad see more conversions, but they also deepened customer engagement by creating ads that felt like personalized invitations to explore the world.

Key Takeaway

If you want your airline ads to convert, personalize your content with Dynamic Travel Ads. By showing users relevant, tailored flight options based on their interests and travel signals, you’ll see higher engagement and increased bookings. TikTok’s ability to serve up customized travel content is the key to driving conversions that go beyond just clicks.

3. Create Inclusive Campaigns with TikTok’s Creator-Led Content to Reach Diverse Travel Audiences

The future of travel marketing is inclusive, and it’s time for airlines and cruise lines to embrace this shift. The LGBTQIA+ community is a powerful and growing demographic in the travel space, and brands that can speak directly to this audience will build authentic connections.

TikTok’s creator-led content is the perfect platform for fostering these relationships. Authenticity and self-expression are what TikTok is all about, and when brands tap into that by partnering with the right creators, they can reach new, engaged audiences in a way that feels genuine and real.

TikTok’s ability to connect creators with brands means that airlines and cruise lines can now reach diverse travel communities and inspire action. By working with creators who share their authentic travel experiences, brands can showcase destinations, travel hacks, and inclusivity in ways that resonate deeply with followers.

Orbitz was a pioneer with its #TravelAsYouAre campaign, where they partnered with LGBTQIA+ TikTok creators to spread a message of inclusivity and self-expression. Orbitz’s approach wasn’t just about selling travel—it was about creating a safe space for travelers to express themselves freely.

Through a combination of authentic content and Spark Ads, Orbitz reached a broad audience and showcased the diversity within the travel community.

@venusenvydrag #ad There's nothing better than being who you are wherever you go. Travel freely, queens! 💖 #TravelAsYouAre #Orbitz ♬ original sound - Venus Envy

The campaign’s success wasn’t just about brand awareness—it was about fostering positive, authentic engagement with a community that has been underserved in travel advertising. Orbitz’s message was clear: travel is for everyone, no matter who they are or who they love.

Results & Analysis

The result? 16.5 million reach, +4.6% awareness lift, and engagement that far exceeded industry benchmarks. The campaign showed that creating inclusive, authentic content can have a huge impact on both brand awareness and engagement.

Their partnership with LGBTQIA+ creators didn’t just build visibility for the brand—it helped deepen emotional connections with a community that values inclusivity. The 128% above-average watch time demonstrated that real, relatable content speaks volumes and drives long-lasting engagement.

Key Takeaway

If you want to engage diverse travel communities, work with creators who reflect your audience’s values. Authentic, inclusive content fosters trust and encourages engagement, allowing your brand to build deeper connections with the people who matter most. TikTok’s platform gives you the tools to make your campaigns more authentic, relevant, and impactful.

4. Leverage Influencer-Driven Contests to Drive Engagement and Increase Conversions

Want to create a buzz around your brand and drive sales at the same time? Consider launching a contest-based campaign with influencer partnerships. Contests are inherently engaging, and when you mix them with influencers who already have loyal followers, you’re setting up your brand for a serious engagement boost.

Buy-to-win contests are particularly effective in the travel industry. Why? Because they tap into people’s natural desire for adventure while rewarding them with a chance to win a dream vacation or travel-related prize. The key here is authenticity—you need influencers who can promote the contest in a way that feels natural and compelling to their followers, not like a hard-sell advertisement.

Flight Centre hit a home run with this strategy by partnering with 22 influencers to promote a buy-to-win contest for a dream vacation. Rather than relying on traditional ads, Flight Centre worked with mid to mega-tier creators who seamlessly integrated the competition into their profiles. These influencers crafted aspirational travel content, inspiring their followers to enter the contest and dream about their next getaway.

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The campaign’s success wasn’t just about getting eyes on the contest—it was about building emotional connections with the audience. By using authentic creators who resonated with their followers, Flight Centre didn’t just raise awareness; they drove meaningful engagement that led to increased entries.

The integration of organic and paid content further amplified the reach, making the contest feel like an organic part of the influencers’ lives.

Results & Analysis

The campaign was carefully orchestrated using organic content, which was then repurposed as paid ads for an even broader reach. By tapping into the authenticity of influencer-created content, Flight Centre generated a huge 241,497 reach and 15,816 total interactions, not to mention a 9% engagement rate, which is impressive by any standard.

Key Takeaway

To maximize engagement and conversion, brands should partner with influencers to launch aspirational contests. When you tie real rewards to authentic content, the results speak for themselves—higher reach, more engagement, and a deeper connection with your audience. Make the contest feel like part of the influencer's story, and watch the conversions come rolling in.

5. Use Comedic Content to Build Brand Personality and Trust on TikTok

There’s a fine line between offering a great service and actually humanizing your brand, especially in industries like airlines, where competition is fierce. Comedic content is the perfect way to engage your audience while building trust. It allows you to own your flaws in a lighthearted way, showing customers that you’re self-aware, down-to-earth, and not afraid to laugh at yourself.

The trick here is to take criticisms or common complaints about your service and turn them into opportunities for fun. A little humor goes a long way in fostering authenticity and transparency. Instead of pretending to be perfect, embrace what makes your brand unique and unapologetically human.

Ryanair nailed this with their comedic TikTok presence. Known for being a low-cost airline, Ryanair has been criticized for everything from tight legroom to a lack of in-flight entertainment. But instead of shying away from these complaints, they leaned into them, creating TikTok videos that humorously highlight these aspects of their service.

Their self-awareness in turning what could be negative feedback into funny, relatable content actually built trust with their audience. By embracing the criticism and turning it into comedy, Ryanair built a genuine connection with their followers, showing that they’re not just another faceless airline—they’re a company that listens, laughs, and adapts.

@ryanair you thought it was free? 🪟 #stitch w/ @Molly #ryanair ♬ original sound - Ryanair

Results & Analysis

Ryanair’s TikTok presence has become a go-to example of how humor can make your brand stand out in a crowded market. Their comedic content has earned them a loyal following by making their brand feel approachable and authentic. Rather than shying away from their low-cost image, they celebrated it—turning their flaws into assets and fostering deeper engagement with their customers.

Key Takeaway

If you want to build brand trust and engage authentically, embrace humor. Show your audience that you’re self-aware, and don’t be afraid to laugh at your own expense. In the age of TikTok, comedic content is a surefire way to win over customers—and make them feel like they’re in on the joke.

6. Leverage TikTok Trends and Influencers to Build Global Brand Presence for Airlines

Want to make your airline global? Take a page from Japan Airlines and lean into TikTok trends. The power of TikTok lies in its ability to connect with users through trending audio, viral challenges, and authentic influencer partnerships. When you tap into these trends, you’re not just promoting your services—you’re embedding your brand in the cultural zeitgeist.

TikTok has turned into a vibrant space where authenticity reigns supreme, and airlines that embrace this mentality are winning hearts and bookings worldwide.

The key to success? Participating in trends like the “What Song Are You Listening To” challenge, using viral audio in your content, and collaborating with relevant influencers to promote key services or travel offers. The goal here isn’t just to sell a flight; it’s to build a genuine connection with a global audience. You want travelers to see your airline as part of their journey, not just a means to an end.

Japan Airlines took this strategy to heart and executed it flawlessly. They didn't just rely on standard flight promotions—they embraced TikTok trends, starting with a viral challenge where a flight attendant shared their favorite song.

This simple, humanizing moment allowed Japan Airlines to tap into nostalgia, resonating with viewers in a personal way. The resulting TikTok video was a massive hit, receiving praise for its authenticity, and pulling in a variety of viewers, particularly those who connected with the song’s cultural significance.

But Japan Airlines didn’t stop there. They jumped on viral audio trends like “Lil Boo Thang” by Paul Russel to create catchy, shareable content. Their ability to adapt and resonate with TikTok’s native culture, while subtly highlighting their services, was key to their global success.

@japanairlines_official @tugboat_spenny #ceilingfanceo 😎🎶 #日本航空 #japanairlines #jal #pilot #pilotlife ♬ Lil Boo Thang - Paul Russell

But what truly set Japan Airlines apart was their strategic influencer partnerships. By collaborating with influencers like @hangrybynature, Japan Airlines showcased the affordability of their Explorer Pass, helping travelers explore 30 cities.

@hangrybynature A D | How did we not know about this sooner? ✈️ The Japan Explorer Pass by Japan Airlines is one of the most cost-effective ways to travel to 30 cities. If you’ve ever flown woth @JAPAN AIRLINES【公式】 you’ll know that the service is AH-MAZING, the planes are so nice inside, and on top of that, luggage is included, you get refreshments, some planes even have in-flight entertainment like the route we took from Tokyo to Sapporo. #japanthings #traveltips #travels #traveltheworld #japantravel #visitjapan #tokyo #sapporo #japantiktok ♬ original sound - hangrybynature

This influencer-led content didn’t just generate buzz; it converted views into real interest, as evidenced by the high engagement rates. By pairing authentic, culturally relevant content with travel services, Japan Airlines didn’t just build awareness—they fostered a genuine connection with potential customers worldwide.

Results & Analysis

The result? 575K views and 18.8K saves—proof that TikTok influencer collaborations can move the needle. Japan Airlines also achieved significant global reach with over 147 million views on TikTok, while gaining a substantial following on the platform (now surpassing 200K followers).

The beauty of this approach is its global scalability. Their collaborations targeted diverse demographics, from American travelers looking for ticket flexibility to international explorers in need of affordable travel passes.

Key Takeaway

Want to capture a global audience? Don’t just advertise—participate in TikTok trends, leverage viral audio, and collaborate with influencers to make your brand relatable and engaging. Airlines can reach new, diverse audiences by being authentic, building connections that transcend borders.

TikTok is more than just a platform for entertainment; it’s an opportunity to forge meaningful relationships with travelers worldwide.

Elevate Your Airline or Cruise Line Marketing Strategy

The key to success in TikTok and Instagram marketing for airlines and cruise lines is authenticity and personalization. From leveraging trending content to building influencer partnerships, brands can significantly boost engagement and bookings.

The future of social media marketing will see more integration of dynamic travel ads, personalized experiences, and real-time influencer collaborations. To stay ahead, airlines and cruise lines must continuously experiment with trends while staying true to their brand’s voice.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.