Travel brands should consider the value of WhatsApp

There was a time when the most exciting travel update you could receive was a paper ticket arriving in the post. Little wallets, perhaps with complimentary branded luggage tags, and your printed tickets tucked inside.

 

Now, of course, travellers expect everything digitally and in real time: security queue updates, gate changes, boarding passes, transfer details, hotel check-in information and weather alerts delivered straight to their phone. They also expect immediate support when things go wrong, whether that’s cancelled flights, missed connections or hotel issues.

 

This is where WhatsApp comes in. According to Statista, users spend an average of 16 hours per month on the platform.

 

With more than three billion users globally, WhatsApp has evolved far beyond family chats and group messages. It has become a serious customer communication tool for travel brands.

 

So, should travel businesses use it?

 

Who’s already using WhatsApp in travel?

 

Airlines are arguably the most obvious fit. Air France uses WhatsApp across marketing messages, customer service, flight updates, boarding passes and baggage information. 

According to a recent case study, the airline exchanged more than 33 million WhatsApp messages with customers between April 2024 and April 2025.

 

The carrier also reported a 4.5x higher click-through rate for its best-offer newsletter on  WhatsApp compared with email, while 85% of its social customer care conversations happened on the platform.

 

Other airlines using WhatsApp include KLM, Emirates, Qatar Airways, Cathay Pacific and British Airways.

 

Rail operators are getting involved too. LNER launched a WhatsApp channel in October to share service updates, travel advice and disruption information directly from its service delivery team.

 

Away from transport, deal-led travel brands are seeing results too. HolidayPirates said its WhatsApp channel subscriber base grew eightfold to more than 625,000 since March 2024, with more than 4% of website traffic now coming from the channel.

Why WhatsApp makes sense for travel brands

 

WhatsApp can reduce inbound calls by answering obvious questions before the customer even has to ask them. It also feels more personal and familiar than email, while already sitting on most travellers’ phones.

 

Used well, it can help brands keep leads engaged, send itinerary updates, answer quick questions and maintain the sense of personal service many customers still value.

 

The downsides and risks

 

One of WhatsApp’s biggest strengths is also its biggest risk: it’s personal.

With that in mind, travel brands entering that space need to be useful, restrained and crystal clear on consent.

 

There are operational challenges too. WhatsApp works brilliantly for one-to-one communication, but once businesses are managing hundreds or thousands of conversations, things can quickly become messy without the right systems in place. Slow replies can lose bookings. Multiple team members using one account can lead to duplicated or missed responses.

 

Then there’s the data issue. While WhatsApp is encrypted, that doesn’t make it suitable for every conversation. Businesses still need secure booking systems, GDPR-compliant processes and clear record keeping.

 

The real risk isn’t using WhatsApp itself. It’s using it badly.

 

Who is it right for?

 

WhatsApp works best for travel businesses where timing, reassurance and personal contact genuinely matter.

 

Airlines, rail operators and ferry companies can use it for disruption updates. Hotels can handle pre-arrival requests, check-in support and concierge-style messaging. Tour operators can send meeting points, packing reminders and itinerary updates.

 

Travel agents can use it to nurture enquiries and support customers before and during a trip, although clear boundaries are essential. No homeworker wants their phone pinging at 3am because a client has misplaced a room key.

 

It’s also particularly effective in markets where WhatsApp is already the default communication tool. PhocusWire reports that across parts of Asia, including Malaysia, Indonesia and Singapore, messaging hotels and tour operators via WhatsApp is already standard behaviour.

 

Blessing or curse?

 

WhatsApp can absolutely improve the customer experience when used properly. Timely updates, practical support and relevant communication can make travel feel smoother and more reassuring.

 

But the more personal the platform, the less tolerant travellers become of irrelevant messages, poor automation or slow replies. Without the right systems and safeguards behind it, a helpful customer service tool can quickly become intrusive and operationally chaotic.

 

As with most trends in travel technology, the question isn’t whether everyone else is doing it. It’s whether WhatsApp genuinely helps your business become more useful, responsive and reassuring for customers.

 

If it does, great.

 

If not, travellers will probably be quite happy keeping WhatsApp reserved for family group chats and sharing holiday snaps.