Abu Dhabi: Etihad Airways is going the extra (air) mile to engage with Gold and Platinum members of its frequent flyers programme, Etihad Guest, marking a first among airlines around the world.
Members of those categories can expect benefits such as privileged content, tailored news and offers, round-the-clock service in English and Arabic, and mileage claims, as well as a five-minute response time on Etihad’s new exclusive Twitter account.
In a statement released on Sunday, the Abu Dhabi-based airline said the new channel, Etihad Premium, aims to enhance guests’ experience by offering a personalised service.
“[The new channel] also allows Etihad Airways to create highly focused campaigns and build stronger relationships with its premium audience through meaningful conversations,” Elizabeth Selby, Etihad’s head of social media, said.
Meanwhile, Prem Ramchandran, managing director of White Water Public Relations in Dubai, said the initiative was a more personalised approach to enable customers to get faster responses from the airline.
“This is more popular with companies that have multiple brands. The concept of exclusive Twitter accounts is yet to gather momentum, but yes, as we move on in the virtual world, more such exclusive platforms will be needed to have an engaging conversation with the customers,” he told Gulf News by email.
However, the main issue that arises is whether such Gold and Platinum members are on Twitter in the first place. Those who are not will need convincing to come on board, said Ramchandran.
“It will be an education process. However, as [with] any social media platform, the success will be determined by the value that the Twitter channel will provide, and eventually how that benefits the members,” he said.
Will more airlines follow suit, then? Perhaps. While the news from Etihad may not echo loudly in boardrooms of other airlines, there are chances the idea will be considered.
