Solid on-brand content without bells and whistles took travel brands to the top of the social media board last week, with an exception of one that held an exclusive event.

Each week, we call out travel brands that have stronger than usual activity on social media. Using SkiftIQ, we’re able to track current performance versus past (60-day averages, unless otherwise noted) as well as notice spikes in activity that demonstrate a brand has either a viral hit on its hands or a public relations mess to clean up.

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The latest social activity on SkiftIQ for the week ending November 16, 2014:

1. Royal Caribbean on Twitter: 

Quantum of the Seas’ preview cruise off the northeast coast of New Jersey made a big splash on Twitter as guests bragged about on-board features, uninterrupted Hulu streaming, and a social frenzy of selfies at sea as evidence. #Quantumoftheseas generated 11,000 tweets in the last week and its Twitter account grew by and average of 276% for three consecutive days, November 13-15.

2. Airbnb and Facebook

On November 12, Airbnb hit a million Facebook Page Likes and updated its cover with a a laptop opened to the Airbnb website. The engagement on this post was dwarfed by the fall of the Berlin Wall video piece last week that garnered 2,750 Likes, 585 Shares, and 79 Comments. The buzz around that content built enough brand momentum on social and pushed its Page Likes up 92%, above its 2,660 Followers/Day Average.

3. Matador Network on Instagram

Last week, Matador Network featured a periodic post from one of its partners, BudgetTravel featuring crystal turquoise waters of Palawan, Philippines, member photos, and brand ambassadors. Two days later, it continued to curate photos from its community that were hashtagged for discovery. Their daring approach of posting more than three photos a day on Instagram worked in their favor again this week. An average of 63 new Followers on November 11 and November 15 widened its community by 73% more than its 88 Followers/Day average.

4. TAM Airlines on Instagram

For the Portuguese A/V geeks out there, TAM Airlines posted a photo of its aircraft mid-flight with a fun fact about elevation. This snap grabbed a decent amount of engagement — more than double its average 880 Likes/Photo — as well as 60% new followers. This airline’s hovered at 211 Followers/Day for three days, November 13-15.

5. AirAsia on Instagram

AirAsia uploaded a bird’s-eye view of a South Korean destination to promote the availability of its discount fare. The caption was a tidbit about how the Gwangan Bridge stays festive. The airline’s Instagram account reported a 40% blip in followers between November 12 and November 15, increasing its 94 Followers/Day Average to 132 Followers/Day Average.

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Photo Credit: A selfie from one of the guests aboard Quantum of the Seas. Royal Caribbean / Twitter