Should Continental Continue to Host Events for Its Best Fliers?

(MoneyWatch)  For more than ten years, Continental has been known for doing an excellent job with customer relations. Recently, they put together the latest version of their annual event to woo members of the FlyerTalk community, and I'm amazed at how much press this gets the airline. But should it continue?

For those in the know, FlyerTalk is where the most frequent fliers get together online to discuss the airline, and primarily the frequent flier program. Many of the people over there are Continental's best customers, those who fly frequently on high-priced tickets, so it certainly makes sense for the airline to at least keep an eye on that community and participate when necessary.

Continental has always gone one step further with active participation and an annual event for the FlyerTalkers at headquarters in Houston. This year it involved many presentations as well as a flight around Houston for the lucky guests. But is it worth it?

Many will argue that it's a waste of money, but it does keep management connected with the airline's top fliers, and it makes those fliers happy. It's hard to put an exact number on that value of that, but keeping your best customers happy is certainly very important, and it's something other airlines haven't quite figured out as well. Here is some coverage of the event by those who were there, so I'll let you be the judge. By the way, the event is called a "DO" and it's the fourth one they've had. (It doesn't appear that DO stands for anything.)

The day of the DO is FINALLY HERE!!!! DO IV mystery tour Visiting the Company Store at the DO Post Your DO Picture Links Here Flat bed BF roll out schedule and displays at DO IV Best Memory of DO IV? Live from they Larry & Jeff Show 2009 What CO Employees think about the DO/Elites Continental Do Update Continental Do Update, Part 2 They really wanted to fly the 73E for us