According to a survey of 29 airlines by SimpliFlying, an airline and airport consultancy firm, this represents a two-fold increase in the number of airlines planning to increase their social media budgets, when only 40 per cent did last year. Speaking to TTG Asia e-Daily on the sidelines of Travel Distribution Summit, SimpliFlying CEO, Shashank Nigam, said: “The biggest challenge by airlines is the insufficient allocation of resources to social media.” “As a result, they may be on Facebook, Twitter and Instagram, but there is ultimately no link to their strategy,” he added. According to Nigam, more than 200 airlines have Twitter accounts, but only 27 are highly-active tweeters. “You may be present there, but if you are not doing it right, there is not sense at all,” he said. Get the full story at TTG Asia