The Surprising Ways Gen Z Is Shaking Up Airline Marketing

Let’s be honest: We all used to tune out airline ads. They weren’t good. They were only slow-moving clouds or the easy sounds of a piano. They were all talking, and there was hardly any show.

But now? It’s all different. Airlines are ruling social media. Delta is spreading packing tips, or Emirates is filming ads on the world’s tallest building. They’re making memes, collaborating with influencers, and bringing the vibes. They’re not just talking, they’re talking to their people. 

Welcome to the brave new world of airline marketing! In airline marketing, creativity, people, and vibe matter most. 

For those selling online ads, this is a large transfer. They’re transitioning from content created by their circle of creators to evergreen stories and videos that convince you to stop scrolling. Airlines are reshaping the marketing game. And it’s changing, and it’s working.

Gen Z is more tech-savvy, and we are reinventing the game of how we market. We long for quick, mobile-first news. And we care what brands mean to us, and we like content that is real and heartfelt. Not robotic.

We are big players! We’re running 360 billion dollars in U.S. spending alone. We are big players! We’re running 360 billion dollars worth of U.S. spending already. When companies like airlines change what they say, what they talk about, and where they talk about it, they’re not just keeping up and grousing.

They’re surviving. 

What Is Airline Marketing (And Why It’s Evolving Now) 

Airline marketing now encompasses everything from loyalty programs to TikTok segments, from influencer endorsements to booking channels, from email promotions to the look of your boarding pass.

It’s the full 360-degree world of the way an airline tells its story and builds its trust. The stories used to be professional and grown-up. Not always, at least, fun or real. Now? Gen Z expects more.

We ask:

• Is this brand real?
• Do they represent me?
• Do they align with my values?
• Will this content go viral in my photo dump?

And when the answer is yes, airlines get a lot more attention. They earn loyalty.

What Gen Z Wants From Airlines 

Gen Z is not merely watching ads. We’re remixing them, reacting to them, and roasting them when they bomb. Here’s what useful airline marketing will need to incorporate to resonate with Gen Z:

• Authenticity

We want real voices. Consider flight attendants going behind the scenes on TikTok, the kind of crew content Delta produces.

• Visual Aesthetic

 Adorable plane window shots? Absolutely. Bizarre airport selfies? Yes, please. Just keep it real (and repostable)

• Purpose and Transparency 

Carriers, including United and KLM, are publishing their sustainability reports, and we’re here for it. We are also concerned with brands that show their receipts. Gen Z craves honesty, not hype. When companies share real data and progress, it fosters trust and retains us as invested users.

• Relatable Influencers

Gen Z goes for the micro-influencers over A-listers.  Emirates recently collaborated with a group of creators who made luxury aspirational without the attitude. 

• Smooth Digital Experience

If we can’t book a flight as easily as we can order some coffee, we’re already gone. Airlines such as JetBlue and  Alaska Airlines are investing in mobile UX, and it pays off.

Airline Brands Getting It Right

Delta Air Lines: Calm, Smart, and Gen Z-Approved Delta gets something about low-key marketing. The tone is placid, at once shiny and quietly self-assured, like the one friend in your club who somehow has TSA PreCheck.

What they’re doing right:

• Useful TikTok content: check-in tips, packing tips, and travel advice
• Clean, minimalist  imagery that integrates seamlessly into Gen Z streams
• Sustainability messaging, like their Flight to Net Zero campaign.

Emirates: Bold, Luxe, and Insta-Ready. Emirates isn’t shy about going big. They have a thing for splashy gestures. They also live large and make every flight content. 

What they're getting right:

• Allied with fashion, beauty, and lifestyle influencers
• Filmed a commercial on top of Burj Khalifa
• Their Instagram is a moodboard for global travel

Even if you can't book a flight, you're still contributing, and that's the idea.

JetBlue: Unconventional, Inclusive, and Relatable. JetBlue is the airline brand equivalent of the hipster cousin. They’re the rom-com that’s also a party, that combines wit and sentiment, and makes you feel like one of the gang.

What differentiates them: 

• Sassy, pun-filled social copy that never feels corporate
• Inclusive imagery and community stories as part of the JetBlue For Good initiative
• They respond to customers on social media, and that kind of real-time engagement builds trust quickly.

Southwest Airlines: Ultra Low Fares with a Giant Heart. Southwest is proving you don’t have to be high-end to have solid branding. They embrace TikTok humor, Gen Z-timely policies (say, no change fees),  and a no-pressure, friendly atmosphere. 

What they're doing right:

• Creating quick, funny TikTok videos with real travelers and employees
• Producing short, humorous videos starring real travelers and staff
• Adopting trends and memes that fit Gen Z culture
• Highlighting flexibility and price in each campaign

They're not trying to be fancy, they're simply themselves. And it pays.

United Airlines: United has a long history of trust earned over the years. Now, they are proving that staying relevant doesn’t mean reinventing oneself, it means evolving with intention.

Their recent campaigns are a balance of consistency and contemporary ideas, demonstrating that you don’t necessarily have to be the showiest to make a splash. 

What they're doing right:

• Blazing a trail in sustainability storytelling with their Eco-Skies Alliance, where companies join forces to the tune of paying forward in sustainable aviation fuel 
• Spotlighting the newest and best travel tech, from electric planes to augmented airport lounges 
• Teaming up with influencers who like to solo travel, or talk about accessibility, and sustainable lifestyles, all a priority for Gen Z

United never attempts to remake its identity. Instead, they’re earning trust with consistency and openness, the kind of leadership Gen Z will reward and believe in.

Trends to Watch in 2025 and Beyond 

Here is a look at some of the airline marketing trends that are going to define the future for the industry:

• Marketing to creators first: Partnership between airlines and micro-influencers to create more authentic, high-trust content
• TikTok as a modern search engine: Gen Z is searching "best airport snacks" and "how to get upgraded" on TikTok
• AI personalization: Look for smarter recommendations via email and even the apps you use, such as Delta's upcoming AI-powered booking tools
• Behind-the-scenes content: Cockpit tours, crew stories, layover vlogs, fans poured their love on such content
• Data-driven sustainability: Carbon offsetting is not enough; Gen Z wants receipts

Final Boarding Call

Welcome to the cool-girl era of Airline Marketing: Gen Z soars in style.

We digital marketers! We're not there just to watch it happen. We’re contributing to it ourselves. Airlines such as Delta, Emirates, JetBlue, Southwest, and United illustrate that when you infuse authenticity, style, and personality, you can attract a whole new generation.

Whether you’re building your brand, applying for the job of your dreams, or pitching a new campaign. Relevance is the new luxury.

And Gen Z? We’re not just passengers. We’re copilots.

✍️ Written by Rhaquel Lima