The German airline Eurowings, a subsidiary of the Lufthansa Group, deactivated its official account on the X platform, formerly Twitter, on December 27, 2024. This move is surprising, as the account had over 90.000 followers and the platform had previously been an important channel for customer communication.
In a recent statement, Eurowings said it had decided to close the account and would no longer respond to mentions, comments or private messages. At the same time, users were informed that the airline could still be reached on other social media such as Instagram, TikTok, Facebook and LinkedIn. With over a million followers on Facebook, 700.000 on TikTok, 399.000 on Instagram and 105.000 on LinkedIn, the presence on these platforms is significantly larger.
context and possible backgrounds
The decision to deactivate the account comes at a time of increasing controversy surrounding the X platform and its owner Elon Musk. A few days before the Eurowings announcement, Musk had publicly supported the German party Alternative for Germany (AfD). With the statement that "only the AfD can save Germany," Musk caused considerable discussion and criticism in the German public. Many saw his statements as an impermissible influence on Germany's political landscape.
Whether the closure of the Eurowings account is directly related to these developments remains unclear. Eurowings itself has not given any specific reasons. However, it is noteworthy that Eurowings is not the only airline within the Lufthansa Group to have ended its presence on X. On October 31, 2024, Austrian Airlines, another subsidiary, announced that it would close its X account with over 117.000 followers. Brussels Airlines, also part of the Lufthansa Group, has been inactive on the platform since September 2024 without formally giving up the account.
Strategic reorientation?
The Lufthansa Group seems to be rethinking its social media strategies in general. While some subsidiaries such as Eurowings and Austrian Airlines are deactivating their accounts on X, Lufthansa and Swiss International Air Lines (SWISS) remain active. With 540.000 and 306.000 followers respectively, these brands have the largest following within the group.
The question arises whether the decision by Eurowings and Austrian Airlines can be seen as part of a more comprehensive realignment. It is possible that the effectiveness of Platform X in customer communication has decreased for these airlines. At the same time, external factors, such as the political positioning of the platform operator, may also have played a role in the decision-making process.
The importance of social media for airlines
Social media is a central part of airlines' communication strategy. In addition to marketing services, it enables direct dialogue with customers, especially in crisis situations or when dealing with complaints. Different airlines take different approaches. While Ryanair is known for its provocative and humorous social media strategy, Eurowings relies on a less provocative but still engaging approach.
The developments at Eurowings and other airlines raise the question of how the social media landscape for companies will change in the future. Whether X's withdrawal is a sign of a broader movement or merely an isolated strategic decision remains to be seen.
The move away from X by Eurowings and Austrian Airlines may mark the beginning of a trend within the Lufthansa Group. At a time when platforms are not only means of communication but also politically charged spaces, the choice of social media channels for companies could increasingly become a question of values and strategic direction.
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