Will Air France-KLM’s Social Network Bluenity Fly?
Airline group Air France-KLM has recently launched a social network for travelers called Bluenity to connect its +75 million customers when traveling (presumably so that they can meet up with strangers).
An airline moving into social networking is interesting, so we decided to take a look and see how it compares to internet startups who are looking to monetize social platforms catered to travelers. Unfortunately, in this case, it turns out to be not much more than a marketing exercise.
In terms of features, Bluenity doesn’t bring anything new to the table, but you’ll find all the necessary basics: you can edit both your leisure and business profile and you get to share your regular departure airport, favorite destinations, number of flights you take per year, and countries you’ve visited in the past. Bluenity lets users interact with other members, connects to their Facebook profile and enables users to share travel tips with each other. I think they would have been better off integrating tips and reviews from other travel communities that have been around for years and offer valuable content in abundance (e.g. TripAdvisor) and letting you choose which profile (e.g. LinkedIn) you would like to point to.
I also suspect they will moderate the hell out of the service because their Traveler Charter reads “the Bluenity community encourages travelers to choose good humor over conflict and positive advice over negative criticism. Optimism and enthusiasm are essential to maintaining a friendly atmosphere.” So honesty is fine, just be positive when you’re being critical. Right.
I still like Dopplr better (other comparable services include TripIt, TravelMuse, TripSay and more), because it doesn’t make a distinction about which airline you’ve chosen to travel with—if you were in doubt, Bluenity only lets you share trips that includes one of Air France-KLM’s flights—and are open to include relevant information and multimedia content from third-party sources (e.g. photos from Flickr) rather than keeping the network a walled garden. Another major advantage to using something like Dopplr instead, is that the service leverages your existing relationship rather than trying to get you to hook up with total strangers.
What’s odd about Bluenity is that it displays travel tips and comments about hotels, restaurants, and attractions in all the languages the service is available in: French, Dutch and English, even when you indicate in which language you would like to browse the social network.
Last but not least, I think it’s a shame that they decided to boast about being the very first airline to launch a social platform for travelers, when that is clearly not the truth (cases in point: British Airways has Metrotwin while Lufthansa operates both GenerationFly and GenFlyLounge).
To conclude: I think there’s value in airlines engaging their customers in a more social way, as long as they realize that people are generally not loyal to either one airline company nor to a single social network. But it would be better for airlines to launch platforms that are open, or plug into existing communities by partnering with social networking services who have been doing a great job at building and maintaining groups of travelers for years now. Otherwise the barriers to adoption are just too great. Would you want to be friends with the people sitting next to you on a plane? No, you want to get away from those people as soon as the plane lands.
Dopplr is an online service that lets frequent travelers share future travel plans with friends and colleagues. It also reminds you of friends and colleagues who live in the cities you’re planning to visit.
The name “Dopplr” comes from Christian Doppler, a 19th Century scientist who came up with what’s now known as the Doppler effect.
The company claims that Dopplr’s users have already shared 110 million kilometers (70 million miles) of trips to over 2000 cities around the world.
TripIt is an intelligent travel organizer that helps do-it-yourself travelers manage their travel plans so that their trips go more smoothly. Travelers simply forward their purchase confirmation emails to TripIt and TripIt automatically creates master itineraries with travel plans and other critical information. With TripIt, it’s easy for travelers to print or access their trip plans from anywhere–and to share itineraries and travel calendars with friends in their TripIt network.
TripIt is a growing smarter every day. The TripIt of tomorrow will increasingly leverage an understanding of place, time and user preferences to do more complex tasks for a traveler. The goal is for TripIt to be like a great personal assistant and take care of all the details so that travelers don’t have to.
TripSay is about sharing and discovering experiences with people you know or at least can trust as you can compare your interests and experiences easily with theirs. It is targeted for passionate travelers who want to get travel tips and recommendations from friends and like-minded travelers and also share their own with others. It’s about creating a network of trusted travelers sharing your taste and receiving new tips and recommendations from them. It is not about finding cheapest flights or hotels nor is it about finding anonymous reviews on hotels and restaurants. It’s about finding easily what is needed and enjoying the process of doing so.