From Yelp ratings to Google reviews, it’s easy to see if a company’s conduct matches up to its image. And while brand reputation has always been important, the digital age is quantifying it for the first time. How can brands ensure that their ratings are working for them in the best possible way?

Social media has empowered unhappy customers to kick up a public fuss – which can easily turn into a Twitter storm. To avoid such blowups, airlines are using private messaging tools to appease travellers complaints in good time, so that they don’t feel the need to take their issues public.

Air France has released an advert highlighting the pitfalls of ultra low-cost flying, while reminding people its economy services are fully inclusive. With people ultra price conscious around air travel, and many glossing over extra charges, Air France positions itself as an upfront, quality alternative.

A number of major airlines are now offering a sub-economy tier of tickets for more cash-conscious travellers. With shorter breaks replacing the traditional two week holiday model, airlines are restructuring travel to match more vacations outside of the two-week summer getaway.