Accor launches A Club Surprise social media project, claims not to have heard of KLM Surprise
Accor has started A Club Surprise, a project to, well, discover more about hotel guests and their interests by scouring through their social media profiles.
KLM Surprise is still probably the best example yet of how a travel brand can use the social graph to discover and engage with customers in an unusual and valuable way.
The airline launched the project in late-2010 and it has been showcased and debated at travel conferences around the world ever since.
The idea was simple: find out more about passengers by looking at their open social media profiles (FourSquare, Twitter, Facebook, etc), then surprise them at the airport with a gift related to their interests or where they are going.