Travel Agent - May 26, 2008 - (Page 86)

BUSINESS OPER ATIONS TECHNOLOGY What Do Members Know? American Express launches a travel networking website for its Cardmembers BY JENA TESSE FOX MEMBERSHIP NOW HAS ONE MORE PRIVILEGE. American Express, a leader in the travel industry since 1915, is jumping on the social networking bandwagon with Members Know (www.membersknow.com), a website that lets AmEx Cardmembers interact with each other and with editors from Travel + Leisure (www.travelandleisure.com), American Express’ travel magazine. “American Express is fortunate to have some of the most well-traveled consumers among its Cardmembers,” says Bonnie Taffer, vice president, alliances and content, American Express. “Members Know allows us yet another way to be deeply ‘dialed in’ to what our Cardmembers are most interested in when it comes to travel. This allows us to better work with our partners and the industry to best deliver the wants and needs of these travelers.” As opposed to other social networking websites that allow any visitor to contribute content, Members Know is exclusive to American Express Cardmembers. “We created Members Know as a place for Cardmembers to connect and learn from one another,” Taffer explains. “American Express recognizes that our Cardmembers love to travel and have valuable insights to share from their experiences. In fact, our studies show that our Cardmembers are more than 90 percent more likely to travel frequently and abroad than those who are not Cardmembers.” Members Know will also feature material from Travel + Leisure editors—which is to say, American Express employees. Taffer emphasizes that most of the content will not come from these editors, but will be user-generated. “Members Know’s primary function is to serve as an online travel community for our Cardmembers,” she says. “The information provided by the Travel + Leisure editors each week is simply meant to serve as a supplement and to stimulate conversation.” To that end, she continues, “Editors from Travel + Leisure will 86 | TravelAgent May 26, 2008 bed & breakfast, luxury and economy,” Taffer says. “Future enhancements to Members Know will include the ability to make restaurant reservations online, e-mail alerts to track conversations, the ability to save conversations on personalized homepages, the ability to invite others and additional content from Travel + Leisure and Lonely Planet.” While travel agents will be able to access Members Know to gain information about destinations and services, they will need to be American Express Cardmembers to do so. “Agents who log in to Members Know will be able to conduct a search on topics ranging from Orlando to the Ritz-Carlton and Members Know will let Cardmembers find new information about within seconds gain valuable destinations insights from Cardmembers initiate Cardmember conversations by posting on those topics,” Taffer says. information on four different travel topics every “And, if they are unable to locate an answer week.” These topics, she says, will range from to their specific question, users can start a the world’s coolest resort wear to great Americonversation to pull knowledge from the can spa destinations. “Through this feature, collective expertise of thousands of AmeriCardmembers will be able to follow up directly can Express Cardmembers. In turn, agents with editors by asking questions and providing can contribute their knowledge to Members commentary within a conversation.” Know by posting their thoughts and insights. Travel agents also can use the Cardmember Favorites feature to search through and then Features and Favorites recommend popular restaurants and hotels In addition to connecting with Travel + Leisure editors, visitors to Members Know will have ac- frequented by Cardmembers from destinacess to Cardmember Favorites, a list of the most tions around the world.” I popular hotels and restaurants frequented by Cardmembers around the world. “Restaurants CONNECTING YOU can be sorted by neighborhood or cuisines such For more ideas on how technology can help your as American, French and Japanese. Hotels can business, visit www.travelagentcentral.com/technology be sorted by neighborhood or category such as http://www.membersknow.com http://www.travelandleisure.com http://www.travelagentcentral.com/technology

Table of Contents Feed for the Digital Edition of Travel Agent - May 26, 2008

Travel Agent - May 26, 2008 Online Now Contents Contributors From the Editor Las Vegas: New Luxury Lounges and Gourmet Restaurants Lure Non-Gambling Vacationers Europe: Bettoja Hotels Provide a Personal Touch in Italy Pacific/Asia: Kyoto Blends History and Culture in a Serene City Pacific/Asia News and Notes Mexico: Food and Service Entice at Four All-Inclusive Riviera Maya Hotels Special Supplement: The Best of Portugal with Pestana and Pousadas Mexico Deals Caribbean: Region Makes Great Strides in the Ecotour Niche Caribbean News and Notes Cruises: A look at the Swiss Sapphire River Cruiser from its Christening and Inaugural Sailing Norwegian Cruise Lines offers something new Cover Story: Selling Golf Hotels: Golf Resorts with the Budget Golfer in Mind Resorts on Florida’s Gulf Coast Offer Getaway Deals for Summer and Fall Going for Gold: Hertz Incentive Program Encourages Agents to Book Car Rentals Tours: Summer Tour Packages Make the World Affordable for Your Clients Agent Profile: Connie Majors Goes the Extra Mile Members Know: American Express Joins the Networking Bandwagon Agenda: Fam Trips, Deals & Incentives, Calendar What Makes a Professional Agent? Hawaii Tourism Adjusts to Changes Asia is the Hot New Cruise Destination The Latest Caribbean Trends In the Spotlight Classified Marketplace Editorial Index Advertising Index Trendwatch

Travel Agent - May 26, 2008

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