social listening airlines 2017 hong kong

Social listening insights from Hong Kong's top airlines

Social Media   4th December 2017 - Catalyst Agency

There's a lot of data out there, in places where you don't expect it to be. One of these places is on the social media pages of airlines. We decided to look at the social media comments of 12 of Hong Kong's top airlines.

You've probably heard some variation of a brand's marketing lead proclaiming that "Brands need to listen" on social media. Well, there's some truth to that.

What customers say on your social media channels are the unfiltered truth. The good, the bad - you'll get it all.

We did some digging, and here's what we found.

Cathay Pacific, Hong Kong's home carrier gets made fun of...a lot.

Here's something the SCMP won't tell you. Local Hong Kongers have an inside joke for the airline. They call it..."Because" Airlines (a rough translation from Chinese). The name comes at a time where Cathay Pacific is no longer the world's top airline. In reality it's the beginning of a very long sentence...

"Because of poor management, Cathay Pacific has dropped from the world's best to 5th airline." - affectionately referred to as 因航 by Hong Kong locals.

So much, that even the airline has made fun of itself in a recent social media post. The ‪#‎因航雞卷‬
has risen to fame.

Here's the post:

Budget carriers AirAsia and Scoot HK did particularly well - budget airlines aren't always bad.

In our analysis, overall people seemed to be happy with the service, timeliness, flight schedules and quality of these two budget airlines.

In the more premium airline category, Japan Airlines received overwhelmingly more positive comments than any other airline.

Passengers were eager to share their stories of where the staff went above and beyond their call of duty. In the office we call this the "fruit story" where a passenger shared her experience with a JAL officer.

She had left her fruit box on a bus on the way to the airport, and notified the officer. The officer quickly arranged for the bus company to return to the airport, and within 20 minutes the fruit box was returned to her.

So in conclusion, yes - people like to complain on social media, but the good stuff is shared too. So listen to what your customers say on social media - or else no one will.

Struggling with social? At Catalyst we've helped world-class brands such as ghd with their social strategies. To learn more, give us a shout at

Recommended Articles

What is it? AXA are a gold sponsor of the NYC & London pride festivals. Supporting the LGBT community with activations led by their LGBT staff. Why do we love it? Supporting diversity & acceptance for your staff & customers to make positive change - creating real brand love! 
The holiday season sees world famous retailers in the shopping hotspots of London, New York and Paris wowing passers-by with their over-the-top holiday window displays to excite and delight. From magical characters, fantastical lands and traditional stories reimagined to a taste of the old and new...
What is it? As title sponsor of the Rugby Premiership Aviva launched a documentary to encourage more people to get into rugby. It featured several Rugby fans & told their story in connection to the game.  Why we love it? Content is king - The Rugby matters documentary was personal...