American Express introduces an online travel community for its Cardmembers

Published: 28 Apr 2008

American Express has launched www.membersknow.com, an online travel community for its card members to share travel insights from their personal travel experiences and knowledge.

Members Know is a part of the American Express `Are You a Cardmember' brand campaign which highlights the value of membership and being a part of the American Express Cardmember community.

According to the company, Cardmembers -- who are more than 90% more likely to travel frequently and abroad than those who are not Cardmembers -- can not only guide each other with meaningful travel advice, but also correspond with editors from Travel + Leisure magazine, owned by American Express Publishing Corporation. These editors will introduce new topics for discussion about the latest travel trends and also respond to Cardmember questions with expert advice.

Bonnie Taffer, Vice President, Alliances and Content, American Express said through Members Know, Cardmembers can exchange valuable insider information "that will enable them to create fabulous travel experiences in the future."

In addition to the dynamic community conversations on Members Know, Cardmembers have access to the latest trend information on where Cardmembers are staying and where they are eating in cities around the world. They can search for the most popular hotels and restaurants and sort by neighborhood or category. There is a broad range of categories of cuisines including American, Mediterranean, African and Japanese. Hotel categories include bed & breakfast, economy, moderate and upscale.

Cardmembers can either start their own conversation by posting a question about a specific location, hotel, resort or restaurant, or join an ongoing conversation by replying with insight or commentary based on their own knowledge and first-hand experiences.

Comments

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Pitkin said on 29 Apr 08:

Correction: In my comment posted a few minutes ago, I was wrong about not needing an American Express account. In fact, you did need an account to register for MembersKnow.com.

Now, nobody has asked my opinion on this, but it would seem to me that if American Express opened registration to everybody, it would be a good way to sell accounts to an untapped market.

Pitkin said on 29 Apr 08:

Credibility is going to be a big issue with travel and tourism sites that have user generated content. There will be a tendency by timid managers to delete critical comments. With that said, American Express is doing it right. Not afraid to have some negative content, and that leads to building credibility.

I have an American Express account, but I had not visited MembersKnow.com until reading the article above. You have to be registered to search and read comments, but it was easy for me as I simply entered my online account user name and password. You don't need an AmEx card to register.

To get an idea of how it works and what is being written by real people, I typed in "France" in the search bar, then randomly clicked on some comments.

I was pleasantly surprised to find a comment from some American tourists that was quite critical of American Express. The tourists wrote that on arrival at Charles de Gaulle they had changed US$2,000 for euros. Several days later, after spending much of their euro currency, a Parisian clerk told them they had counterfeit money. They had their remaining euros inspected and were told that about half were counterfeit.

So, they called American Express and were told to go back to the airport, to the same AmEx exchange and trade the funny money for real euros. The American tourists wrote that that was a horrible suggestion and they thought it was a bad idea to return to the same criminal.

I am sure that there is more to the story. But, what impresses me is that this complaint has been on MembersKnow.com for more than a month -- up there for everybody to read. However, if I were running the show here, I would say that it would be completely proper for American Express to enter a response and explain what happened.

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