Communication strategies of AVIASALES

1. Brand Background and Positioning
2. Communication Ecosystem
3. Theoretical Lens
4. Communication Analysis
5. Conclusion and Recommendations

What is Aviasales?

Aviasales is one of the largest flight search services in the Russian-speaking internet. The company does not sell tickets directly; instead, it operates as an aggregator that compares offers from airlines and travel agencies.

However, the brand’s public positioning has long extended beyond that of a typical travel service. In its communications, Aviasales presents itself not only as a tool for finding affordable flights, but also as a «traveler’s friend» that understands its audience, speaks the same language as its users, and helps people see travel as an integral part of a modern lifestyle.

The foundation of the brand’s positioning is built around three key elements:

• making travel accessible and affordable; • using humor and informal communication; • maintaining a strong connection to digital culture.

Unlike most travel companies, Aviasales rarely adopts a traditional corporate tone of voice. Instead, the brand actively incorporates memes, internet slang, and real-time cultural references into its content. This communication style allows the company to build a more personal relationship with its audience, stand out in a highly competitive market, and remain relevant within online communities where its core users spend much of their time.

Main Target Audience

• Young adults aged 18–35; • Active social media users; • Independent travelers; • Price-sensitive consumers; • Digitally savvy audiences.

Website and Mobile Application

The website remains the brand’s primary functional communication channel. It is where users access the core service — searching for flight tickets.

Telegram

Telegram is one of the brand’s most important communication channels.

The channel regularly publishes:

• Curated collections of cheap flight deals; • Memes; • Travel news; • Real-time and situational content; • Sponsored integrations and advertising collaborations.

VK

On VK, the brand combines informative posts with entertainment-focused content.

Particular attention should be paid to audience comments and reactions, as they provide valuable insights into user engagement and the effectiveness of the brand’s communication strategy.

The Uses and Gratifications Theory views audiences as active participants in the communication process.

People use media to:

• Obtain information; • Seek entertainment; • Build social identity; • Interact with communities.

This theory helps explain why users continue to follow Aviasales even when they are not actively planning a trip.

According to the Elaboration Likelihood Model by Petty and Cacioppo, persuasion can occur through two routes:

• Central route; • Peripheral route.

For Aviasales, the peripheral route is especially important.

Humor, memes, and visual imagery help the brand capture attention even before users begin evaluating a specific offer.

Humor as a Persuasive Tool

Here, the brand barely speaks about the product directly.

From the perspective of the Elaboration Likelihood Model (ELM), this post operates through the peripheral route of persuasion. The user first experiences an emotional reaction, and only afterward recalls the brand.

Many Aviasales posts can be consumed as entertainment content regardless of whether the user is planning to buy tickets.

This aligns with the Uses and Gratifications Theory: the brand satisfies the audience’s need for entertainment.

Aviasales’ communication is built on an understanding of modern internet culture.

Followers feel a sense of belonging to a specific digital community.

Aviasales often responds to users in an informal way and uses conversational language.

This reduces the distance between the brand and its audience.

Interestingly, the brand simultaneously addresses two objectives:

• helping users find cheap flights; • building an emotional connection.

It is precisely the combination of functional utility and entertainment that makes its communication especially effective.

The analysis shows that Aviasales’ communication strategy is one of the most recognizable among Russian-speaking digital brands.

Strengths:

• A distinctive tone of voice; • High level of brand recognition; • Effective use of humor; • Active engagement with internet culture; • High audience engagement.

Weaknesses:

• Some jokes may be unclear to new audiences; • Humor can sometimes overshadow the product itself; • Communication is primarily targeted at a younger audience.