Top Social Media Campaigns for Airlines & Cruise Lines

Buckle up — we're diving into the high-flying world of social media marketing for airlines and cruise lines. In 2023, the global user-generated content (UGC) market, with TikTok, Instagram, and YouTube at the helm, was valued at a cool $5.7 billion. By 2032, it’s expected to soar to nearly $58 billion.

Talk about an aerodynamic growth trajectory! But here’s the catch: as the market expands, brands need more than just flashy ads. They need authenticity, creativity, and, of course, influencers who are as trustworthy as your favorite flight attendant.

The industry’s pivot is clear: it’s all about platform-specific content, from TikTok’s viral short-form videos to YouTube’s addictive Shorts and Instagram Reels. And if you’re thinking family vacations are just a summer thing, think again — family-centric content has surged 27% on TikTok.

So, what does this all mean for the airlines and cruise lines? Let’s explore how Montréal-Trudeau International Airport’s campaign is rewriting the rulebook and shaking up travel marketing.

Spoiler alert: It’s a smooth landing! Keep reading to find out more.

1. Montréal-Trudeau International Airport – The Ultimate Pre-Flight Pit Stop

• Total Impressions: 820k
  
• Influencers Involved: 2 (Lucie Rhéaume & Sonia Zarbatany)
  
• Platforms: Instagram, Facebook, YouTube
  
• Target Audience: Quebecers, ages 20-50

When it comes to the beginning of any great adventure, why not start it right where your journey begins? Montréal-Trudeau International Airport (YUL) took this idea and ran with it — straight to Instagram and YouTube of course. While the campaign was temporarily halted due to the inevitable (we all know the "C-word"), its pre-pandemic results were nothing short of impressive.

Let’s break down why YUL’s influencer-driven content was the first-class ticket to social media success.

Strategic Influencer Selection

Lucie Rhéaume and Sonia Zarbatany are a dynamic duo of travel influencers who perfectly embodied the “relatable luxury” vibe. The target audience? Quebecers aged 20 to 50, so these two influencers were the ideal travel buddies to show off the airport’s top-notch services, shops, and eateries. Both have highly engaged followings, making them social media MVPs for YUL's campaign.

The campaign was divided into three key steps:

• Airport Services: Sonia and Lucie introduced YUL’s top services like SecureXpress (because who wants to wait in line at security?) and Parking Étagé (for easy access to your getaway). They painted the picture of a seamless, stress-free airport experience.

• Airport Shops: From picking out a stylish business outfit at Tristan to choosing the perfect Löle jacket for a desert adventure, the influencers effortlessly showcased the shopping opportunities, giving their followers a sneak peek of what YUL had to offer.

• Airport Restaurants: Because no one should go hungry before takeoff, they gave shout-outs to RYU, Bistrot Montréal Trudeau, and Archibald — the ideal spots for a bite before boarding. Whether you're in the mood for sushi or steak, YUL's got you.

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Uma publicação partilhada por SONIA ZARBATANY (@soniazarbatany)

Engagement and Impact

Though the project was interrupted, the campaign's initial results speak volumes. With 820k total impressions, it’s safe to say that people were paying attention. This wasn’t just an ad for an airport; it was a lifestyle moment — from the smooth security line to the perfect pre-trip outfit.

The seamless integration of product placement into relatable travel moments created a sense of FOMO for anyone following these influencers.

The Bottom Line?

YUL’s campaign hit all the right notes by combining influencer credibility with informative, yet aspirational content. It wasn’t just about the airport; it was about making the airport experience feel like the first step toward an exciting journey. Despite its pause, this campaign clearly had the right strategy in place to reach an engaged audience, boost awareness, and grow the community.

Consider this campaign a model of how airports can do more than just provide a place to board a plane — they can turn the entire travel experience into a story worth sharing.

2. Princess Cruises' #DiscoveryPrincess Campaign: Making Waves in Digital Travel Marketing

Princess Cruises set sail into the digital realm with the #DiscoveryPrincess campaign, and, let’s just say, it wasn’t just the ocean waves that were making a splash. This influencer-driven campaign had content creators navigating the digital seas, spreading the word about post-COVID cruises, and showing off the breathtaking Discovery, Enchanted, and Sky Princess ships.

The goal? To remind UK travelers that cruising was back on the horizon — and to make sure their 2022 holiday plans included a luxurious getaway at sea.

Let’s break it down and see how Princess Cruises made waves in the digital marketing ocean:

Strategic Influencer Selection

Princess Cruises partnered with a diverse group of content creators for this multi-channel campaign. Between group trips and individual influencer excursions, they leveraged the power of TikTok, Instagram, YouTube, and blogs. Not just your average vacation posts, these influencers were tasked with providing real-time experiences, showcasing the beauty of the ships, and immersing their audiences in a cruise life they couldn’t resist.

• Instagram: Over 180 live stories, 20 posts. The influencers captured everything from onboard luxury to breathtaking views of Cabo San Lucas, delivering a behind-the-scenes peek into the cruising experience. With a perfect blend of wanderlust-inducing visuals and influencer charisma, they got followers wishing they could book a cruise right there and then.

• YouTube: Two YouTube videos showing the cruise’s highlights and luxurious offerings. It wasn’t just about "here’s a boat," but about crafting a story of relaxation, luxury, and escapism.

• TikTok: With 13 TikToks, the short-form videos delivered quick, impactful glimpses of what a Princess Cruise was like — because let’s be real, who’s watching a 5-minute video when you can get a satisfying 30-second shot of a pool deck cocktail in your feed?

• Blog Posts: The written content was also on point, with 5 blog posts. It was a great strategy to reach an audience that enjoys reading detailed reviews and insights into cruising, all while boosting SEO and website traffic.

The campaign’s engagement metrics were nothing short of impressive. With over 500k impressions on Instagram, it’s clear the influencers made waves (pun intended) in reaching an enthusiastic audience. This campaign wasn’t just about promoting a cruise; it was about creating a vibrant, aspirational lifestyle that made followers feel they were already aboard the ship, cocktails in hand, sailing toward paradise.

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A post shared by Lydia Dinga (@lydiadinga)

Results

• 5 blog posts published with 21k+ page views.
• 2 YouTube views with 75.4k+ views
• Over 180+ live Instagram stories posted during the 5 day trip, over 500,000 impressions.
• 20 Instagram posts with 52k+ likes and 3.6m+ views.
• 13 TikTok videos with 309k+ views.
• 5 Facebook posts created with 6.6k reach and over 1.2k+ engagement.

Princess Cruises isn’t just selling trips; they’re selling an experience, a lifestyle, and a reason to trade in the regular vacation for something extraordinary.

The Verdict?

Princess Cruises nailed it by seamlessly blending influencer storytelling with targeted digital content. From TikTok dance challenges to YouTube vlog recaps, this campaign had the perfect mix of Instagram-worthy moments, genuine influencer connection, and engagement-driven content.

By tapping into the power of influencers and social media, Princess Cruises ensured that their ships weren’t the only thing setting sail — their brand awareness reached new heights.

3. Princess Cruises' #SkyPrincess Campaign: Sailing to New Heights with Influencer Power

Yet another campaign by Princess Cruises, but this time, they didn’t just sail the seas — they sailed to new heights with the #SkyPrincess campaign.

This influencer-driven initiative was designed to reintroduce cruising to UK travelers post-COVID, while showcasing the luxurious Sky Princess ship. Princess Cruises teamed up with five content creators for a five-day Mediterranean adventure, documenting their journey across Southampton, Guernsey, La Rochelle, Bordeaux, Bilbao, and La Coruna.

With influencers bringing their followers on the trip of a lifetime, Princess Cruises ensured that the Sky Princess wasn’t just another ship — it became a bucket-list destination.

Strategic Influencer Selection

Princess Cruises chose influencers who could genuinely connect with their audiences while showcasing the Sky Princess experience in a natural, authentic way. From Dabble Travel to The Travel Hack, these content creators delivered relatable, aspirational content that resonated with their diverse followers.

Whether it was a relaxing afternoon by the pool or an exciting shore excursion, these influencers didn’t just capture moments — they made their followers feel like they were right there with them.

• Instagram: A whopping 239 live Instagram Stories and 16+ posts. These stories and posts transported followers directly to the deck of the Sky Princess, featuring everything from luxurious dining experiences to stunning views of European ports. Each Instagram post was designed to not only capture the beauty of the ship but also highlight the exceptional experiences Princess Cruises offers.

• YouTube: Six engaging YouTube videos brought the journey to life. These videos took followers behind the scenes, showcasing the ship’s unique amenities, and were essential for those craving in-depth content beyond the usual social media bite.

• TikTok: The short-form video format was where the fun really took off, with 9 TikToks. These quick, engaging clips captured everything from shore excursions to fun shipboard moments, creating an energy and excitement that made the Sky Princess feel like the place to be, especially for a younger audience.

@sandymakessense Our favourite outfits from our mini moon on board the Sky Princess 😎 @gurjsohanpal #couplestiktok #couplefashion #couplestylingvideo ♬ Made You Look - Meghan Trainor

Results

The campaign was a resounding success in terms of reach and engagement. Here's the breakdown:

• Instagram: 239 live stories with a reach of 379k+ accounts, 16 posts with 320k views, 9.9k+ likes, and 2.3k+ comments, contributing to a potential reach of 326.1k+.

• YouTube: 6 videos with 48.4k views and a massive 580k impressions within just two months.

• TikTok: 9 videos with 148k+ views and a total reach of 160k+.

The campaign’s total reach and impressions demonstrate that #SkyPrincess successfully captured the attention of a diverse audience, from Instagram lovers to TikTok enthusiasts, all eager to experience cruising like never before.

The Verdict?

Princess Cruises hit it out of the park with their influencer marketing strategy, leveraging the power of social media to showcase the Sky Princess as the ultimate cruise experience. With impressive engagement and a wide reach across multiple platforms, #SkyPrincess proved that cruising isn’t just about the destination — it’s about the journey, and Princess Cruises made that journey feel unforgettable.

4. Virgin Voyages – Scarlet Lady Launch Event

When you combine the star power of Sir Richard Branson, a splash of Valentine’s Day magic, and a ship that’s been three years in the making, you know you’re in for a marketing event that’s anything but ordinary. Virgin Voyages’ Scarlet Lady launch event was the love child of influencer marketing and event promotion, delivering big results with a smart, color-coordinated twist.

Virgin Voyages wanted to introduce its first-ever ship, the Scarlet Lady, in style. The goal? To drum up excitement and awareness, but with a little extra flair for the holiday of love. And how better to do that than with influencers dressed in all red — the signature color of Virgin — on Valentine’s Day, no less? Add in a giveaway that promised a free Virgin Voyage, and you’ve got a campaign with serious "heart."

Influencer Selection

Virgin Voyages didn’t just pick any influencers — they partnered with a select group who could create buzz and look good doing it. With 15 influencers on board, each showcasing their best red outfits while snapping pics with Sir Richard Branson himself, the event quickly turned into a viral moment.

These influencers didn’t just show up; they were the perfect storytellers for a brand that’s all about breaking the travel mold. Their posts weren’t just about showing off a trip; they were about creating FOMO for something unique, exclusive, and packed with Virgin attitude.

Instagram was the real hero here, with 100+ posts flooding the feeds. But it wasn’t just about the visuals — the influencers took followers behind the scenes, showing off the event’s high-energy atmosphere and teasing the much-anticipated Scarlet Lady.

The clever use of Instagram Stories made it feel like followers were part of the event, even if they weren’t in the room (or on a ship). And the giveaway? It added that perfect call-to-action, turning followers into participants, not just passive viewers.

• Stories & Posts: The event made its presence felt across the Instagram grid, with each influencer sharing their excitement and connecting with their audience through live content.

• Giveaway: Influencers didn’t just share the news; they created anticipation with a Virgin Voyage giveaway, pushing followers to get involved and imagine themselves on board.

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A post shared by Virgin Voyages Cruise Tips (@virginvoyagestips)

Results

The results were nothing short of spectacular. With a 3M+ estimated follower reach, this campaign wasn’t just about spreading the word — it was about creating waves. The 100+ posts and 15 influencers turned the Scarlet Lady launch into a social media event that was seen by millions, with interactions that went far beyond typical engagement.

Everyone knew about Virgin Voyages’ new flagship ship, but more importantly, they were talking about it — and they wanted in.

The Verdict?

Virgin Voyages’ Scarlet Lady event marketing campaign was the perfect blend of creativity, influencer strategy, and timing. By tapping into the power of Valentine’s Day, influencer charisma, and a giveaway that felt like the ultimate prize, Virgin Voyages didn’t just launch a ship — they launched a full-on social media love affair.

This campaign set sail into the hearts and minds of followers, and in terms of brand awareness? Well, they were definitely cruising to success.

5. Flair Airlines – Calgary Stampede Artist Series

Flair Airlines isn’t just about low-cost travel; it’s about high-impact marketing. With the 2024 Calgary Stampede in full swing, Flair teamed up with MODERNSPEAK to deliver an unforgettable Artist Series Event that aimed to put their affordable flights on the map, particularly for Albertans.

By partnering with 13 local creators, Flair took their regional presence and turned it into a digital sensation.

Flair Airlines wanted to solidify its position in the Alberta market and create a buzz that would make Canadians (and maybe a few US folks) see the airline as the go-to for affordable, stylish, and dynamic travel.

The Calgary Stampede, an iconic event that’s as much about culture as it is about excitement, was the perfect backdrop for this campaign. Flair didn’t just want to be another airline; they wanted to become part of the local scene, and what better way to do that than through influencer-powered content?

Strategic Influencer Engagement

Flair’s choice to work with 13 local creators was a stroke of genius. These influencers didn’t just push posts; they became storytellers, offering exclusive behind-the-scenes content at the event. This wasn’t about promoting an airline; it was about showing Flair as an integral part of the local culture — a brand that’s affordable, accessible, and in touch with the heart of Alberta.

The influencers’ content highlighted not just the beauty of the Calgary Stampede but also the ease and excitement of flying with Flair Airlines.

With 50 posts across various platforms, including Instagram and TikTok, Flair Airlines was able to capture diverse audiences. The influencers shared everything from the anticipation of the event to their personal experiences flying Flair, weaving in a sense of adventure and fun that aligned perfectly with the campaign’s goals.

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A post shared by MODERNSPEAK (@modernspeak)

Results

The numbers speak for themselves. The campaign generated 134k impressions, a solid 1.05k engagements, and an impressive 35.8K reach. What’s more impressive? The 32% of that audience from Canada, precisely where Flair needed to make its mark.

The Verdict?

Flair Airlines took its budget-friendly brand to new heights by partnering with local influencers who truly understood the vibe of the Calgary Stampede. They didn’t just run an ad campaign; they blended travel with local culture, making Flair Airlines feel like an essential part of the Alberta experience.

With strong engagement and a growing brand presence, Flair’s campaign proved that with the right influencers and the right context, even low-cost airlines can fly high on social media.

6. Flight Centre – Buy-to-Win Contest with Vamp

If you're going to partner with influencers, why not turn dream vacations into reality? That's exactly what Flight Centre did with their Buy-to-Win contest, leveraging the power of influencers and Vamp's platform to craft a campaign that was as seamless as a vacation brochure — only with better engagement rates.

Strategic Influencer Selection

Flight Centre nailed it by partnering with 22 creators from the mid to mega-tier spectrum. These influencers didn’t just post about vacation spots; they crafted aspirational travel content that felt organic and, well, made us all wish we were sunbathing on a beach instead of working.

The magic? These creators already had loyal followings, meaning the content didn’t feel like a typical ad. It felt more like “Hey, I just got this epic chance to win a vacation — you should, too.” The storytelling was authentic, blending seamlessly with their usual posts.

Flight Centre wasn't just throwing ads into the social media void; they leveraged creators’ authentic content and then amplified it through paid ads. This “organic content turned paid” strategy worked wonders, as it ensured the message didn’t get lost in the noise.

The visuals were lifestyle-focused, showcasing stunning landscapes, relaxed beach vibes, and sunsets that made us all question if our current location was really where we should be. The goal was clear: spark wanderlust and drive entries for the contest. And guess what? It worked.

Flight Centre didn’t just stick to one platform — they spread the love across TikTok, Instagram, and YouTube, giving their campaign multiple touchpoints and extending its reach. The use of Vamp’s platform streamlined the entire process — sourcing creators, content creation, and performance tracking — allowing Flight Centre to monitor and adjust in real-time.

@postcardsfromchloe i don’t need a trip to Japan I don’t need a trip to Japan I don’t need a trip to Japan I don’t need a trip to Japan (guys I might need a trip to Japan??) @Flight Centre #solotraveling #japan #tokyo #hakuba #femalesolotravel #fypage #traveltok ♬ original sound - thatfragrancedoud

Results

• Total Reach: 241,497

• Impressions: 211,322

• Total Interactions: 15,816

• Engagement Rate: 9%

Flight Centre’s buy-to-win contest didn’t just turn heads; it got people moving. With a stellar engagement rate, the campaign successfully built awareness and got audiences clicking — exactly what you want when you're offering a dream vacation.

The Verdict?

This campaign wasn’t just about a contest; it was about tapping into the power of influencer authenticity to generate engagement that felt natural. Flight Centre used Vamp’s platform to seamlessly integrate its promotion into influencers' daily lives, making the contest feel less like a hard sell and more like an invitation to join the travel dream.

It’s a textbook example of how influencer partnerships, when executed strategically, can create buzz and drive real results.

Innovative Strategies for Tomorrow’s Travel Marketing

In analyzing these six campaigns, a few powerful trends emerge. First, authentic influencer partnerships are essential, turning paid content into a natural extension of influencers’ lives. Second, strategic use of multiple platforms maximizes reach and engagement, especially when paired with organic content that transforms into paid ads.

Lastly, emotion-driven content that taps into wanderlust and experience, rather than just product features, proves to be most effective. As TikTok and Instagram continue to dominate, brands must innovate by experimenting with formats and personalization to stay ahead of the curve.

For the airlines and cruise lines industry, the future is all about seamless integration of influencer content with real-time audience engagement.

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.