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Australia\u2019s biggest airlines are struggling to get their digital strategies off the ground, with a new report revealing major gaps in website performance, social media engagement and online customer experiences.<\/strong><\/p>\n A new study by Digital Index Lab (DIL), powered by Humo Rojo, has assessed Australia\u2019s four leading airlines across social media, website performance, search engine optimisation (SEO) and digital innovation.<\/p>\n The September 2026 report found that while airlines are investing heavily in digital technology, none has managed to establish clear leadership across all areas.<\/p>\n Website performance emerged as a particular weakness, with the four carriers recording an average health score of just 70 out of 100, below the 75\u201390 range considered healthy for transaction-heavy travel websites.<\/p>\n The best-performing airline homepage scored 95, while the worst managed just 50, a whopping 45-point gap.<\/p>\n The report warned that poor website performance could lead to abandoned bookings, more expensive advertising campaigns and weaker search rankings.<\/p>\n Technical SEO was another area of concern. Two airlines passed all four basic technical checks, while one failed every test.<\/p>\n When it came to social media, TikTok was the clear winner, recording the highest engagement rates across all four airlines.<\/p>\n The leading carrier achieved a visible engagement rate of 9.93 per cent on TikTok, nearly three times that of its next-best channel.<\/p>\n Instagram remained a key platform for visual storytelling, while Facebook attracted the biggest audiences, with one carrier boasting up to 1.7 million followers.<\/p>\n LinkedIn, however, was largely overlooked, recording engagement rates of just 0.09 to 0.23 per cent.<\/p>\n DIL identified the professional networking platform as a major untapped opportunity, particularly given the importance of corporate travel to the aviation industry.<\/p>\n Meanwhile, X (formerly Twitter) appeared to have been abandoned, with the airlines going between 170 and 719 days without posting.<\/p>\n Despite individual successes, the report found that none of the airlines had managed to create a cohesive social media strategy across their channels.<\/p>\n It wasn\u2019t all bad news for the carriers.<\/p>\n Three of the four airlines achieved a perfect score of 100 for digital innovation, reflecting their reported use of AI, automation and marketing technology.<\/p>\n The fourth scored 60, bringing the industry average to 90.<\/p>\n However, DIL found that airlines were failing to connect their digital capabilities into a seamless customer journey, from discovering a destination on social media to making a booking and joining a loyalty program.<\/p>\n Three carriers scored 80 out of 100 for their wider digital ecosystems, while the fourth trailed behind on 59.<\/p>\n \u201cNo airline has consolidated digital leadership,\u201d the report concluded.<\/p>\n \u201cThe first carrier to integrate solid web performance, a connected social ecosystem, content-led SEO and applied technology into a single booking journey will set the digital standard for Australian aviation.\u201d<\/p>\n The study assessed Australia\u2019s four leading airlines by domestic market share, based on BITRE data to April 2026. Individual airlines were not identified alongside their scores in the published findings.<\/p>\n DIL\u2019s website performance assessment focused on airline homepages, meaning potential impacts on booking abandonment were inferred rather than directly measured.<\/p>\n<\/div>\n kabarsula SLOT <\/p>\n","protected":false},"excerpt":{"rendered":" Australia\u2019s biggest airlines are struggling to get their digital strategies off the ground, with a…<\/p>\n","protected":false},"author":1,"featured_media":3484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kabarsula"],"_links":{"self":[{"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/posts\/3483","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/comments?post=3483"}],"version-history":[{"count":0,"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/posts\/3483\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/media\/3484"}],"wp:attachment":[{"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/media?parent=3483"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/categories?post=3483"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kabarsula.com\/index.php\/wp-json\/wp\/v2\/tags?post=3483"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}TikTok takes off as LinkedIn lags<\/strong><\/h3>\n
Airlines score highly on AI and innovation<\/strong><\/h2>\n