How an Airline Can Use Social Networks

There is usually only one situation when travelling by air that warrants travellers banding together in a community. Unfortunately, it is usually when they unite in dissent and outrage about the way they are being treated by airlines.

Apart from the "community" of frequent flyers, the airline industry has typically done a terrible job of fostering social interaction between passengers, which is why often this interaction is happening on communities like

KLM has a different vision, launched through several social networks - including ones targeted at entrepreneurs and business travellers in Africa, as well as a robust social network all about

Understand what brings travellers together. Passion for a subject, whether it's work or golf is the primary reason, but there is another interesting insight KLM is using to it's advantage here. For many business travellers (particularly those travelling internationally), there is a familiar moment of recognition and bonding when you find someone else in a strange place who is from where you are from. It explains the rise of strong expat communities in cities around the world, and the immediate bond with a "seatmate" who comes from the same city, and leaves on the same flight as you to the same destination. Focusing a social network on helping people to forge that bond is a smart idea.

There is more KLM could be doing - such as integrating these networks more closely into their booking and seat selection process, or offering travellers the chance to bring their networks and invitations into popular business contact sites like LinkedIn. Regardless, the networks represent a wonderful new step in how airlines foster relationships with their customers and go beyond simply innovating the interior of their business cabins every six months with something new in order to stand out.

(Via Comments