How Valuable is FlyerTalk?

There are a lot of people at airlines out there that fawn all over what's said on FlyerTalk. Is that the right strategy? It's tough to say exactly how an airline should deal with a site like FlyerTalk, but there's no question that it shouldn't be ignored.

First, let me back up. What is FlyerTalk? It's an online forum that's dedicated to members of travel frequent flier programs. The site tends to draw some of the most desirable customers around. You'll see the very loyal and knowledgeable elite members that fly hundreds of thousands of miles per year cozy up with those who want to learn from the professionals. It's an important group of people, so how should the airline approach its most valued members in this forum?

Some airlines, like Continental, have been active in engaging the Flyertalkers. They've hosted many of them at events in Houston, and they've given them access to people as high as the CEO, Larry Kellner.

It's this sort of strategy that makes brilliant sense from a PR perspective. Even if you don't say what the Flyertalkers want to hear, at least you've invited them in to interact with you. You're going to make your best customers happier and it costs you, as an airline, just about nothing.

From a participation standpoint, it also makes sense to monitor what's going on. If something posted is incorrect, someone from Continental can make sure the correct information is disseminated. They can also learn what the hot topics are among their best customers and work to address them. That being said, it's important to temper the enthusiasm a little.

People like to say things but not actually follow through. I can't tell you how many times I've seen people on the US Airways board bemoan what has happened to that airline and swear they will find someone else to fly. That doesn't usually happen. So, while it is important to monitor the board and interact with your more important customers, it is equally important to not make rash decisions based on what you hear in there. At the very least, consider it an excellent piece of feedback.

What do you think?