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Successful travel brands this week largely ignored the holidays and focused instead on sharing across broader themes on Facebook, Twitter, and Instagram.

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 29, 2014:

1. Matador Network on Facebook and Twitter

Matador’s personalized maps made their rounds on Instagram, Facebook, and Twitter, where the travel media company reshared some of the maps from its social community. This engagement-worthy content stoked the most followers on Facebook. It’s Facebook Page Likes leaped by 160% to 1,841 Page Likes/Day on 11/28 and 11/29. On Twitter, its Followers nearly doubled for three consecutive days, averaging about 90 Followers/Day from its 47 Follower/Day average. Lastly, on Instagram — where it first posted about inspiring its community to make their own map —  it attracted 66 new Followers bumping its daily followers/day average on 11/29 by 70% to 161 Followers.

2. TAM Airlines on Instagram

From November 25 to November 27, TAM Airlines posted snaps of behind the scenes at the airline hanger; a candid beach trip; and the most romantic city. Although the engagement on the photos were not as high as the others published that week, it gained new Followers on Instagram by an average of 130% for three consecutive days above its 183 Followers/Day.

3. Qantas Airways on Twitter

Australia went through a bit of negative spell this past week. Brisbane was hit with a storm that had hail the size of golf balls and the country lost a famous cricket player Phillip Hughes, to a freak accident during a cricket match. Despite this cloud, most of the Twitter activity was upbeat. Tweets honored and celebrated its country’s talent which included Hughes, a 26-year-old, A-Class cricket player; Martha Marlow, an emerging singer whose song graces its “Feels Like Home” campaign; and the Qantas Wallabies, its rugby team. Qantas Airways gained roughly 250 new Twitter Followers an increase of 50% over its 249 Followers/Day Average.

4. Airbnb on Facebook

Last week, Airbnb held a massive meetup of hosts around the world in San Francisco. At this event, it motivated and inspired its global hosts to take pride of their roles as ambassadors and content creators of Airbnb’s global community, while it launched its new print publication, Pineapple. Although the post about the gathering, didn’t resonate with its Facebook followers, the content about the impact of guests who stayed in Berlin was tremendous. The interactive scroll-based infographic was widely liked and shared and for three days. Airbnb gained an average of 30% new Page Likes/Day, increasing its average 3,150 Page Likes/Day to an average of 4,341 Page Like/Day from November 24 to November 27.

5. Air New Zealand on Instagram

The promotion for “The Hobbit: The Battle for Five Armies” has bode well for Air New Zealand’s social media presence. This airline held its spot at number five from the previous week’s ranking despite the fact that it didn’t post about “Middle Earth.” Instead, on the three days that it attracted the most followers, its snaps were sourced from flyers; announced a new contest for a free weekend trip to Art Deco weekend in exchange for emails and preferences; and a cute animal passenger that is part of its corporate responsibility program in collaboration with the Department of Conservation. Its Instagram community increased by 34% over its 84 Followers/Day Average.

Baby Kiwi alert! We helped fly this super cute #AirNZPreciousPax to Queenstown earlier this week.

A photo posted by Air New Zealand (@airnz) on

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Photo Credit: A personalized map for the wanderluster. Matador Network / Facebook