The German airline Eurowings, part of the Lufthansa Group, has taken the surprising step of deactiviating its official account on the X platform, formerly known as Twitter, as of December 27, 2024. This move is notable considering the airline's account had amassed over 90,000 followers and served as an important channel for customer communication.
Eurowings made this announcement shortly before Christmas, explaining it would no longer respond to mentions, comments, or private messages on the platform. Instead, the airline directed its customers to its other social media profiles on platforms such as Instagram, TikTok, Facebook, and LinkedIn, where it boasts significantly larger followings: over one million on Facebook, 700,000 on TikTok, 399,000 on Instagram, and 105,000 on LinkedIn.
This deactivation coincided with rising controversies surrounding the X platform and its owner, Elon Musk. Just days prior to the announcement, Musk had publicly endorsed the German political party Alternative for Germany (AfD), making the contentious statement, "Only the AfD can save Germany." This declaration sparked significant debate and criticism across the German public, many of whom viewed his comments as undue influence on Germany's political scene.
The connection between Musk's remarks and Eurowings' decision to close its X account remains ambiguous. While the airline has not explicitly cited Musk's actions or the political climate as reasons for its withdrawal, it is part of a broader pattern within the Lufthansa Group, which has seen other subsidiaries, like Austrian Airlines, cease their presence on X as well. Austrian Airlines announced its departure from the platform on October 31, 2024, following similar trends, including Brussels Airlines' inactivity since September 2024.
These developments indicate the Lufthansa Group may be reevaluing its overall social media strategy. While some subsidiaries—like Eurowings and Austrian Airlines—are ending accounts on X, other brands such as Lufthansa and SWISS continue to engage with their audiences on the platform, exhibiting follower counts of 540,000 and 306,000, respectively. This raises questions about whether the decisions of Eurowings and its counterparts represent part of wider strategic realignments driven by changes in customer communication efficacy on X and the impact of external pressures, including political situations linked to the platform's management.
Social media plays a pivotal role in airlines' communication strategies, facilitating not only marketing efforts but also direct dialogue with customers, particularly during crises or complaint handling. Different airlines adopt distinct approaches to engage audiences. Ryanair is known for its provocative and humorous style, whereas Eurowings has maintained a more subdued yet engaging presence.
The retreat from X by both Eurowings and Austrian Airlines might signal the onset of shifting dynamics within the Lufthansa Group as the airline industry grapples with how social media channels evolve. With these platforms increasingly becoming politicized spaces, the decision-making for companies like airlines could evolve beyond mere marketing strategies to reflect intangible values and broader strategic directions. The coming months may reveal whether this withdrawal is part of a larger movement within the industry or merely reflects the individual strategic choices of specific airlines.
Overall, Eurowings' deactivation of its X account poses important questions for the future of social media strategies across the airline and travel sector, compelling industry leaders to reevaluate their communication approaches and gauge the political undercurrents influencing platform efficacy.