Skift Take

When timely and relevant, celebrate your country, lifestyle, and your fans.

France is alive with activity given yesterday’s Bastille Day celebration and the current edition of Tour de France.

Although “Le Tour” is half as old as its country, it hasn’t received as much mention as we thought it would on social media this week. Out of ten French travel brands that we researched, not a single post on the bicycle race was visible on their respective Facebook pages.

The type of content that was most common, focused on le quartorze. This holiday’s nickname is similar to America’s Independence Day — frequently referenced as “the fourth.” On the digital side of things; a hotel brand announced its new social media account and an airport promoted the success of its engagement initiative. In addition to these brand engagement posts, the collaboration between two French companies was also published on Facebook.

When comparing the change of followers between Facebook and Twitter, it is very clear to see that content efforts of these French brands are received more widely by the former.

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Below is a list of brands that have grown the most followers since mid-May:

Accor announced that it has a new Instagram account on July 4 on Facebook. This hotel brand is ranks number 2 in Facebook follower growth at 771 average Page Likes per day, just under Sandals Resort’s 808 Page Likes per day.

Follower Growth in the last 60-days:



Aeroports de Paris‘ user-generated content initiative #Iamtheguest that launched in May generated over 2,000 selfies that lives online and on the facade of its Paris-Orly building to welcome existing and new guests.

Follower Growth in the last 60 days:


Air France shared its nation’s pride with fighter jets that colored the sky in its flag’s colors, red, white and blue flying over the Eiffel Tower. Currently, this brand is the fastest growing Facebook account in the airlines sector, with an average of 8,290 Facebook Page Likes/Day, beating Turkish Airlines.

Follower Growth in the last 60 days:



Voyages SNCF posted a vintage photograph of Gare du Lyon in the late 1950s to welcome summer train holiday. The nostalgia of train travel inspired the audience.
Follower Growth in the last 60 days:

Sofitel‘s partnership with Air France will provide added luxury and comfort to its first-class passengers in September. The posted photo is of one of the four on-flight suites that will be exclusively outfitted with Sofitel MyBed™ linens and pillows.

Follower Growth in the last 60 days:



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Tags: accor, air france, france, paris, skiftiq, sofitel

Photo credit: Selfies #iamtheguest mosaic at Paris-Orly Airport. Aéroports de Paris / Facebook

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