Networking above the clouds

Adding a new twist to seat selection, Dutch airline KLM is working on a tool that will make it possible for passengers to choose their seatmate preflight using Facebook data.

“Window seat next to an art-loving, German-speaking man between 30 and 35” – in future that or something similar could be your check-in information when you fly with Dutch airline KLM. Gone are the days of limited choices that only included aisle or window, vegetarian or chicken. Soon flyers will be able to select their own seatmate – whether to network, to wile away the flight time with a good conversation, to brush up on a foreign language, or maybe even to hook up. All passengers will have to do is simply enter their own Facebook or LinkedIn profile during the online check-in process. The likelihood of getting paired with a suitable seatmate increases with the quality and completeness of the data. All kinds of information – occupation, music taste, relationship status, languages, friends, and so on – will be available as filter criteria.

The service goes far beyond the core business of an airline – transporting passengers from A to B – to turn flying into a special experience. Ideally, the new feature will allow passengers to put their flight time to optimal use depending on their mood. The KLM pilot project goes further than existing services offered by other airlines. In early 2011, Malaysia Airlines unveiled its “Mhbuddy” app, which indicates whether someone from the user’s Facebook friend list is on the same flight. Lufthansa’s app for iPhone and iPad “Miles and More Member Scout” lets frequent flyers exchange travel experiences. Airlines bringing together people who never met is something new.

It remains to be seen whether the online profile filtering that social seating entails is reconcilable with data protection laws – and we hope that passengers don’t end up bitterly disappointed. After all, people don’t usually brag on their wall about having bad breath or smelly feet.