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Pendant des décennies, une compagnie aérienne s'est vendue sur des faits : rayon d'action des avions, largeur de siège, nombre de destinations, ponctualité. Un langage de spécifications, pensé pour convaincre un acheteur rationnel. En 2026, ce langage ne suffit plus.

A few months ago, we wrote here that Instagram was shifting from an economy of visibility to an economy of attention: comfortable metrics (views, reach, impressions) are losing their value in favor of more demanding signals such as time spent, active engagement, or genuine shares. For the airline industry, this shift isn't just another trend. It's a frontal challenge to the way the sector has produced content for the past fifteen years. "Travel dream" content no longer delive

Aucun secteur n'est autant sous surveillance environnementale que celui du transport aérien lorsqu'il communique sur le sujet. Et à partir du 27 septembre, quelques jours à peine après l'édition 2026 du salon IFTM Top Résa, la marge d'erreur va encore nettement se réduire.

Brands have never communicated so much. And yet, it has never been so difficult to exist in the media. Every day, editorial teams receive dozens, sometimes hundreds, of pitches: press releases, announcements, statements. The flow is constant. But this flow no longer creates visibility. It creates filtering. In this environment, one reality stands out: the question is no longer how to be distributed, but why be selected. Public relations are not disappearing. They are becoming

The airline industry is not simply facing a cyclical crisis. It is entering a phase of structural instability. Geopolitical tensions in the Middle East are not isolated events: they are durably reshaping flight paths, extending travel times, and increasing operational complexity. The rise in fuel costs is not just a financial variable: it is altering economic balances, pricing strategies, and even the way airlines structure their offer. In this context, decisions are no longe

For a long time, Instagram was all about volume: publish more, optimize more, reach more. Brands learned to produce quickly, often, with well-honed techniques: hooks , edits, formats, repetition. And for a while, it worked. But this model is reaching its limits. What the latest developments in the platform reveal is not simply a series of adjustments but rather a change in logic. Instagram is no longer seeking to maximize reach: the platform now seeks to qualify attention . A