Case Study: Hong Kong Airlines achieves a 212% increase in brand sentiment with Hootsuite

How Hong Kong Airlines Increased Brand Sentiment by 212%

Hong Kong Airlines, a full-service carrier founded in 2006 with routes across Asia, Australia and North America, faced a weak social presence and slow, outsourced customer care that left customers waiting up to 24 hours for responses. With ambitions to grow its global footprint, the airline needed a scalable social strategy to improve customer service, protect the brand during incidents, and build stronger customer relationships.

The airline adopted a social-first approach using Hootsuite Enterprise and Talkwalker to bring customer care in‑house, centralize social listening, and run creative campaigns. That shift cut average response time to about four hours, drove a 212% increase in positive brand sentiment, doubled its social following (including a 100% Instagram gain), generated 1.2 million annual engagements and helped the company manage crises transparently—demonstrating social media’s role as a cost‑effective growth channel.

Hong Kong Airlines

Dennis Owen

General Manager, Branding and Social Media