Sprinklr 2026: Airport Earned Media Revolution

The modern traveler’s journey extends far beyond the destination. The airport experience itself has become a rich source of shareable content, offering travel brands unparalleled opportunities for earned media. Capturing these authentic moments, from innovative lounge designs to efficient check-in processes, allows brands to tell their story through the eyes of their customers, fostering trust and inspiring future bookings. But how do you effectively identify, curate, and amplify this organic content to maximize its impact?

Step 1: Setting Up Your Content Discovery Parameters in Sprinklr

The first move is configuring your listening tools to effectively catch mentions of your brand within the airport context. For this tutorial, we’ll use the 2026 interface of Sprinklr, a unified customer experience management platform, specifically focusing on its “Content & Experiences” module.

1.1 Working through to the Content & Experiences Module

To begin, log into your Sprinklr account. On the main navigation sidebar, locate and click on “Content & Experiences.” This will expand a submenu. Select “Listening Dashboards.” If you’re a new user or your organization hasn’t configured specific dashboards, you may need to create a new one. Click the “+” New Dashboard button in the upper right corner.

1.2 Configuring Keyword and Location Filters

Within your new or existing listening dashboard, you’ll need to define your content discovery parameters. On the left-hand panel, find the “Filters” section.

1. Keyword Groups: Click “Add Filter” and select “Keywords.” Here, you’ll create specific keyword groups. For example, a group named “Airport Brand Mentions” might include:
   • Your brand name (e.g., “SkyLink Airlines”, “AeroLounge”)
   • Common misspellings of your brand name
   • Relevant airport codes (e.g., “ATL”, “LAX”, “JFK”) if your brand operates in specific hubs
   • Generic airport terms combined with your brand (e.g., “SkyLink check-in”, “AeroLounge experience”, “airport food SkyLink”)
   • Positive sentiment indicators (e.g., “great flight”, “smooth boarding”, “amazing lounge”)

   Sprinklr allows for Boolean operators within these groups. For instance, you could use `(“SkyLink Airlines” OR “SkyLinkAir”) AND (“ATL” OR “Hartsfield-Jackson”)`. This precision prevents noise.

2. Location Filters: Importantly, for airport-specific content, you need to apply geographical filters. Under “Filters,” click “Add Filter” and choose “Location.” You can define areas using:
   • Geotagged Posts: This is the most accurate. Select “Geographic Radius” and input the coordinates of the specific airport terminals or lounges you operate in, setting a radius of 0.5 to 1 mile. For example, for Hartsfield-Jackson Atlanta International Airport (ATL), you might specify coordinates for the domestic terminal.
   • City/Country: A broader approach if geotagging is less common for your target audience, though less precise for airport experiences.
3. Source Filters: Limit your sources to platforms where visual and narrative content thrives. Under “Filters,” select “Source” and check boxes for “Instagram,” “TikTok,” “X (formerly Twitter),” and potentially “Facebook” if your audience is active there. Visual platforms are goldmines for airport experience content.

Pro Tip: Regularly review and refine your keyword list. New slang, popular hashtags, or emerging airport features can quickly become key content drivers. Sprinklr’s “Trending Keywords” report within the “Insights” module can highlight these shifts.

Step 2: Identifying High-Value User-Generated Content (UGC)

Once your listening dashboard is active, Sprinklr will begin populating it with relevant mentions. The next step involves sifting through this data to find truly impactful content.

2.1 Using Sprinklr’s Content Stream View

Navigate back to your active listening dashboard. You’ll see a stream of posts matching your criteria. Sprinklr’s interface allows for powerful visual scanning.

1. Visual Filter: Look for the “Content Type” filter, usually at the top of the stream. Select “Image” and “Video” to prioritize visually rich content. Text-only posts rarely generate the same earned media impact for airport experiences.
2. Engagement Metrics: Sort the content by “Engagement Rate” or “Likes/Shares” (available via a dropdown menu near the top of the content stream). High engagement indicates content that already resonates with an audience, making it more valuable for amplification.
3. Sentiment Analysis: Sprinklr’s AI-powered sentiment analysis (displayed as a small icon, often a colored dot, next to each post) helps quickly identify positive or neutral mentions. Focus on these. Negative experiences, while offering feedback, are not ideal for earned media amplification.

Common Mistake: Ignoring content with moderate engagement. Sometimes, a post with fewer initial likes but incredibly high quality (e.g., professional-grade photo of your lounge, a genuine, heartfelt story about a staff interaction) can be amplified to achieve significant reach. Don’t solely rely on initial metrics.

2.2 Manual Review and Tagging

While Sprinklr’s filters are effective, a human touch is indispensable for discerning nuance.

1. Review Content for Brand Fit: Click on promising posts to view them in detail. Does the content genuinely reflect your brand’s values? Is the image quality high? Is the traveler showing an aspect of your service you wish to highlight (e.g., comfort, efficiency, unique amenities)?
2. Apply Custom Tags: Sprinklr allows you to create custom tags. For airport content, consider tags like “UGC_AirportLounge,” “UGC_CheckIn,” “UGC_Boarding,” “UGC_PositiveExperience.” This categorization is vital for future campaign planning and performance analysis. You can find the tagging option on the right-hand panel when viewing an individual post.
3. Identify Influencers: Note accounts with a significant following or consistent high engagement. These individuals might be excellent candidates for future collaborations, or their content could naturally reach a wider audience. Sprinklr’s “Author Profile” view, accessible by clicking the author’s handle, provides follower counts and engagement history.

Expected Outcome: A curated list of high-quality, positive, and visually appealing user-generated content directly related to your airport experience, categorized for easy retrieval.

Step 3: Obtaining Content Rights and Storing Approved Assets

You cannot simply repost someone else’s content without permission. Legal and ethical considerations are paramount. Sprinklr offers a simplified workflow for this.

3.1 Initiating Content Rights Requests

When you’ve identified a piece of UGC you wish to use, Sprinklr facilitates the rights request process directly.

1. Select Content for Rights: From your listening dashboard, select the desired post(s) by checking the box next to them.
2. Access Rights Management: In the bulk action bar that appears at the bottom or top of the screen, click on the “More Actions” dropdown. Select “Request Rights.”
3. Customize Request Message: A pop-up window will appear. Sprinklr provides a templated message. Customize it to be polite, clear, and brand-aligned. State exactly how you intend to use their content (e.g., “We love your photo of our SkyLink lounge at ATL! May we share it on our official Instagram and website with credit?”). Ensure your message includes a clear call to action for the user to respond with a specific hashtag (e.g., “#YesSkyLink”) to grant permission.
4. Send Request: Choose the social channel to send the request (usually the original platform where the content was posted) and click “Send Request.” Sprinklr tracks these requests.

Editorial Aside: Don’t underestimate the power of a personalized message. A generic “Can we use your photo?” is far less effective than “Your photo perfectly captures the tranquility of our new Quiet Zone at Gate C12. We’d love to share it with our community to inspire others.” It shows you genuinely appreciate their content.

3.2 Managing and Storing Approved Assets

Once a user grants permission (by using your specified hashtag in a reply or direct message), Sprinklr automatically recognizes it.

1. Content Library Integration: Approved content is automatically moved into Sprinklr’s “Content Library” (accessible from the “Content & Experiences” module). Here, you can further organize it.
2. Metadata and Tagging: Ensure all approved content is tagged appropriately (e.g., “Rights Approved,” “Airport Experience,” “ATL Lounge”). Add any relevant metadata like the original author, date of approval, and specific usage rights granted. This prevents future confusion.
3. Expiration and Renewal: Some rights may have an expiration. Sprinklr’s Content Library allows you to set reminders for rights renewal if your brand’s policy requires it. Check with your legal team on the standard duration for UGC rights.

Expected Outcome: A secure, organized repository of legally cleared, high-quality user-generated content ready for deployment across your marketing channels.

Step 4: Amplifying Earned Media Through Strategic Publishing

With rights secured, it’s time to distribute this valuable content to maximize its earned media potential.

4.1 Scheduling and Publishing via Sprinklr

Sprinklr’s “Publishing” module is your command center for distribution.

1. Access Content Library: Go to “Content & Experiences” > “Content Library.” Filter for your “Rights Approved” airport content.
2. Select and Schedule: Choose the content you wish to publish. Click “Publish” or “Schedule.”
3. Platform Selection: Select the social media platforms where you want to share the content. Instagram, TikTok, and X are often excellent choices for visual airport content.
4. Craft Compelling Captions:
   • Credit the Creator: Always tag the original content creator (e.g., “@travel_enthusiast_123”). This is not just good practice. It’s often a condition of rights usage.
   • Add Brand Context: Briefly explain what the content shows (e.g., “Loving this shot of our new SkyLink Premium Lounge at ATL!”).
   • Include Relevant Hashtags: Use a mix of branded hashtags (e.g., #SkyLinkAirlines, #FlySkyLink) and broader, relevant travel hashtags (e.g., #AirportLife, #TravelGram, #LoungeLife).
   • Call to Action (Optional): Sometimes, a soft CTA can boost engagement (e.g., “What’s your favorite airport amenity?”).
5. Optimal Timing: Use Sprinklr’s “Optimal Time” suggestions (often found during the scheduling process) which are based on your audience’s activity patterns.

Pro Tip: Consider running A/B tests on different captions or calls to action for similar pieces of UGC. Sprinklr’s “Campaigns” module can help track these performance differences.

4.2 Integrating into Broader Campaigns

Earned media doesn’t just live on social feeds. It can enhance other marketing efforts.

1. Website and Email Integration: Use approved UGC on your website’s “Experience” or “Testimonials” sections. Integrate stunning airport photos into email newsletters showing new amenities or destinations.
2. Digital Advertising: With explicit rights, some of the highest-performing UGC can be repurposed into digital ad creatives. Authentic content often outperforms polished stock photos. Use Sprinklr’s “Paid” module to manage these campaigns, ensuring the approved content is linked to the correct ad sets.
3. Internal Communications: Share exceptional UGC with your airport staff and customer service teams. It boosts morale and reinforces the positive impact of their work.

Expected Outcome: Broadened reach and increased credibility for your brand, driven by authentic traveler experiences. This organic content often resonates more deeply than traditional marketing messages, leading to higher engagement and conversion rates.

Step 5: Measuring the Impact of Your Earned Media Efforts

Understanding what works is critical for continuous improvement. Sprinklr’s “Insights” module offers complete analytics.

5.1 Analyzing Performance in Sprinklr Insights

Access the “Insights” module from the main navigation.

1. Dashboard Overview: Look at your general social media performance dashboards. Pay close attention to metrics like “Reach,” “Impressions,” “Engagement Rate,” and “Sentiment” for posts using UGC.
2. Content Performance Report: Create a custom report focusing on content tagged with your “UGC_AirportExperience” tags. Compare its performance against your brand’s owned content. You will often see UGC outperforming owned content in terms of engagement.
3. Audience Demographics: Analyze the demographics of users engaging with your UGC. Are you reaching your target audience? Are new segments engaging? This data can inform future content strategies.

Common Mistake: Focusing solely on vanity metrics. While likes are nice, prioritize metrics that indicate true engagement and brand affinity, such as shares, comments, and saves. A high share rate means people are actively endorsing your brand to their network.

5.2 Reporting on Earned Media Value (EMV)

While a precise EMV calculation can be complex, Sprinklr helps you approximate it.

1. Engagement Value: Assign a monetary value to actions like a like, comment, or share, based on your paid advertising costs for similar engagement. Sprinklr’s reporting tools can help automate this if your account is configured with media values.
2. Reach vs. Paid Reach: Compare the organic reach of your UGC campaigns to what you would have paid to achieve similar reach through advertising. This provides a tangible sense of the “earned” value. According to a HubSpot report on marketing statistics from 2024, consumers are significantly more likely to trust earned media over paid advertisements, underscoring its inherent value beyond mere reach.
3. Sentiment Trend Analysis: Track the overall sentiment around your airport experience over time. A consistent increase in positive sentiment following UGC campaigns indicates success in shaping public perception.

Expected Outcome: Clear, data-driven insights into the effectiveness of your airport experience earned media strategy, allowing you to iterate and optimize for even greater impact. You’ll have quantifiable evidence of the value of traveler-generated content. Using the power of user-generated content from the airport experience offers travel brands a dynamic and authentic way to connect with audiences. By carefully setting up listening tools, carefully curating content, securing necessary rights, strategically publishing, and rigorously analyzing performance, brands can transform everyday traveler moments into powerful earned media assets that resonate deeply and drive engagement.