Think back to your last flight. Was it the cabin crew’s warm welcome that stuck with you? A funny announcement that made you smile? Or maybe the calm reassurance you felt during turbulence? Whatever it was, chances are it wasn’t the airline’s latest TV advert that shaped your experience – it was the people on board.
That’s why more and more airlines are realising that their most powerful storytellers aren’t just in corporate HQ – they’re walking the aisles at 35,000 feet. From TikTok videos of life in the skies to Instagram stories of layovers in exciting destinations, cabin crew are giving passengers a glimpse behind the curtain. This isn’t slick advertising, it’s authentic, human and often far more memorable.
Real-world examples that bring it to life
Southwest Airlines has really embraced its crew as brand ambassadors, with flight attendants going viral for their humour and personal touch. A number of their comedic safety demonstration videos, have racked up millions of views – spreading Southwest’s people-first culture faster than any billboard or polished advert ever could.
Etihad Airways, meanwhile, showcases the glamour and professionalism of its crew on Instagram and TikTok, blending aspirational travel content with the relatable realities of crew life.
Delta takes a similar approach, encouraging staff to share their own stories through its #DeltaProud campaign and curating content on its dedicated @lifeatdelta Instagram account. From crew celebrating milestones to behind-the-scenes snapshots of life on board, the airline has created a space where authentic employee stories take centre stage – giving passengers a genuine connection to the people behind the brand.
Now, imagine scrolling through your feed and spotting a behind-the-scenes video from a flight attendant prepping for take-off. It’s personal, relatable and makes you think differently about the crew who looked after you on your last journey.
Why this matters in 2025
Travellers are now savvier than ever. We’re much more likely to scroll past polished ads without a second thought, but we’ll stop and watch a cabin crew member share a funny layover story or post about the challenges of back-to-back flights. According to the 2025 Edelman Trust Barometer, employees are now seen as more credible than CEOs when it comes to telling a company’s story. That trust is priceless.
When airlines empower their staff to share content, it not only boosts engagement with passengers but also strengthens employee pride and morale. Crew feel recognised, passengers feel connected and potential recruits get a genuine insight into what life at the airline is really like.
Social media: the new marketing frontier
Each social platform offers unique opportunities for storytelling. TikTok, with its short, snappy, relatable content, enables cabin crew to capture the immediacy of their work, from light-hearted encounters with passengers, to inside looks at pre-flight routines and downtime between trips. Instagram, with its visual storytelling, brings to life the destinations and the glamour. LinkedIn, meanwhile, lets crew share their career journeys and reflections, showcasing the industry’s professionalism. Each platform, used well, amplifies the human voice of aviation.
Looking ahead
As airlines compete not just on price or product but on personality and trust, employee advocacy will only grow in importance. The crew member handing out drinks isn’t just keeping you hydrated – they could be shaping how you and thousands of others view the brand.
So, the next time you board a flight, take a moment to think: what stories are unfolding around you? Chances are, one of them could be on your social feed before you land.
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